Adobe and Premier League to deliver AI-powered fan experiences

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The Premier League has announced a multi-year partnership with Adobe to deliver personalised, AI-driven digital experiences for its global fanbase and create new ways for supporters to engage with the world’s most-watched football league.

As part of the collaboration, Adobe will become a key technology partner in the League’s digital transformation, using its creativity, marketing, and AI tools to make content creation and fan engagement more interactive and tailored than ever.

At the centre of this transformation is Adobe Express, an easy-to-use content creation app powered by Adobe Firefly generative AI. Fans will be able to design personalised badges and kits for their Fantasy Premier League (FPL) teams, edit photos, and share standout content on social media using exclusive Premier League templates.

This new functionality will launch on the League’s updated website and app for the 2025/26 Fantasy Premier League season.

Firefly, trained on licensed and public-domain datasets, ensures all generated content is commercially safe. Combined with features like Generate Video and Clip Maker, fans can turn simple text prompts into engaging images, videos, and even short-form social media clips.

Adobe’s tools will also allow the Premier League to deepen fan engagement. Real-Time Customer Data Platform and Journey Optimizer will enable the League to deliver relevant, location-based push notifications, such as matchday updates when fans enter a stadium, or personalised emails highlighting FPL player performance.

Marketing teams at the League will benefit from Adobe GenStudio, which uses generative AI to quickly produce high-quality, on-brand content and campaigns.

Meanwhile, Adobe Customer Journey Analytics will give the Premier League better insights into fan preferences, helping tailor content to individual supporters based on their favourite players, teams or moments.

This partnership extends to supporting international fans with AI-powered translations and delivering real-time updates across devices, ensuring that supporters around the world never miss a key moment from the action.

Rachel Thornton, CMO, Enterprise at Adobe spoke about the importance of Adobe’s technology creating ‘magical’ moments for Premier League fans.

“Adobe AI technology is empowering passionate fans to shape how they experience and share the unrivalled drama of matchday, through real-time news updates and fan-created content that stands out on social media, thanks to the creative magic of Adobe Express – the quick and easy content creation app,” Thornton said in a press release.

“Bringing the power of Adobe to the most watched football league in the world, fans have new AI-powered ways to engage and experience the moments that matter, and the creative capabilities to express their love of the game.”

Will Brass, Chief Commercial Officer at the Premier League echoed a similar sentiment, mentioning  the importance of improving the fan experience.

“The Premier League is followed by millions of fans around the world – all of whom have very different reasons for doing so,” Brass said in a press release.

“Adobe is a global leader in digital experiences and creativity, and this exciting partnership provides us with the tools to better understand and deliver what our fans need and want digitally, ensuring we can provide the best of the Premier League directly to them. Our partnership aims to enrich the fan experience and providing them with new creative ways to express their passion for the league.”

This collaboration marks a major step forward for the Premier League’s digital ambitions.

By combining cutting-edge AI and creative tools, the Premier League is set to deliver more immersive, interactive, and personalised experiences to football fans everywhere.

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New Stewarding Academy receives backing from Premier League

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Image credit: Premier League

It is a partnership which sees the Premier League, Capital City College and the Mayor of London, Sadiq Khan, all unite to create job opportunities and raise stewarding standards across the industry.

 

Football’s forgotten heroes?

Everyone who watches live football will undoubtedly – and unsurprisingly – focus on the people at the heart of the action.

Players, managers, and even other fans all tend to receive the most attention. They are the show people come to see.

But behind every great show, is a team behind the scenes bringing it together, helping when needed, ensuring everything runs smoothly.

Stewards are an ever-present part of the live football experience; highly visible yet easily ignored.

And, as London’s own football industry knows all too well, a lack of stewards can spell trouble for sustaining high-quality and safe live match experiences for fans.

 

Securing development and safety

The partnership between the Premier League and the Mayor of London will see AUD 2.3 million (£1.2 million) invested into the game.

And as the Premier League Chief Policy and Social Impact Officer, Clare Summer outlined, the Academy is essential not only to provide future employment, but to meet current demands.

“There are more than 15 million visits to Premier League stadiums each season, and we work alongside partners and the police to deliver safe and inclusive matchdays across the country,” Summer said.

“Through this partnership, we are providing new employment and training opportunities for thousands of people, contributing to the safe and welcoming environment provided at 380 matches each season.”

Thus, the partnership functions both as a way to engage people with the football industry, while also providing core employment skills and experience.

 

Jobs beyond the pitch

London, much like the rest of the world, is not lacking in fans of the beautiful game.

So considering there is such demand for stewards in the city’s football industry, the Academy marks a logical step to giving people another way of connecting with football.

And the impact goes far beyond sentimental value.

For example, the Premier League strives to improve training and employment opportunities across the UK, supporting up to 104,500 full-time equivalent jobs in the 2023/24 season.

So while the Premier League may require the efforts and skills of thousands of people, it also continues to invest back into the community.

Education, opportunity and trust. All of these are essential aspects to improving the lives of young people looking for a way into football, as well as looking to improve their own lives with purpose and fulfilment.

Chelsea FC partners with Strava in landmark lifestyle partnership

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The London-based giants announced the launch this week, marking a first-of-its-kind partnership for both the Premier League and Women’s Super League (WSL).

Connecting with fans

As clubs across the world look to find new and exciting ways of connecting with fans, Chelsea are showing that the answer – more often than not – already exists.

Strava is a running and fitness platform with over 195 million users across the globe. But the app represents more than just tracking speed – it is a social and lifestyle symbol through which users can connect.

And with presence in 185 countries, the app has the power to unite users from all over the world, making it a perfect fit for the globally-followed Blues.

“We are always looking at ways we can use our global brand to bring people together, often in unexpected ways,” said Brand Director for Chelsea Football Club, Scott Fenton.

“By working with Strava and becoming the first Premier League and BWSL teams to establish an official presence on Strava, we can lean into participation culture, understand where our fans are while offering new experiences for them and strengthen the bonds that unite our global community.”

Two brands with a huge international presence. One partnership which promises to encourage community, movement and healthy-living.

 

The intersection between sport and lifestyle

At first glance, Chelsea FC and Strava appear an unconventional partnership. Indeed, it is the first time a club has established an official presence on the app.

But at its core, the two organisations serve similar purposes: uniting people with a common passion for sport.

At its beginnings in 2009, Strava promised to replicate the feeling of team sports and unlocking new achievements, making a deal with Chelsea FC – one of the world’s most successful teams in recent years – a true full-circle moment.

“Chelsea FC joining Strava as the first Premier League and BWSL team to establish a global club on the platform is a powerful demonstration of how brands are engaging with their communities,” explained Director of Athlete and Community Partnerships at Strava, Mel Jarrett.

“We believe shared passion for movement creates real connections, and this collaboration brings that to life for Chelsea’s global fanbase.”

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