How Adobe and the NFL Are Using AI to Transform the Fan Experience

In a bold step into the future of sports engagement, Adobe and the National Football League (NFL) have announced an expanded global partnership that promises to revolutionise the way fans interact with the game. Through the use of cutting-edge artificial intelligence (AI), dynamic creativity tools, and data-driven personalisation, this collaboration is set to take fan experiences to an entirely new level.

A New Era of Fan-Centric Experiences

With fans at the heart of the game, the NFL is working with Adobe to deliver personalised content that speaks directly to individual interests and preferences. By leveraging Adobe Experience Cloud and creative applications such as Adobe Firefly and Adobe Express, the NFL and its 32 teams can now connect with supporters in more meaningful ways — whether they’re cheering from the stands, watching at home, or following along on the move.

Supporters will soon gain access to official NFL templates via Adobe Express, empowering them to create and share personalised graphics that showcase their team spirit. From custom matchday content to fan art featuring favourite players, it’s a chance for every supporter to become a content creator in their own right.

Real-Time Content, Powered by AI

The integration of Adobe’s technology doesn’t stop at custom fan content. The NFL is also using Adobe Creative Cloud to supercharge real-time media production. Over 140 NFL Live Content Correspondents across the league will use Adobe tools to edit, design, and scale content directly from the field. Whether it’s dramatic touchdown shots or behind-the-scenes locker room moments, fans will enjoy richer, more dynamic storytelling as it happens.

Adobe Firefly, Adobe’s generative AI technology, will play a pivotal role in accelerating this content pipeline, streamlining creative workflows, and helping creators focus more on storytelling, less on logistics.

Personalisation at Live Events

Event experiences are also being reimagined with the NFL OnePass app, which will now deliver curated, AI-powered content based on fan interests. Whether attending the NFL Draft, the Super Bowl, or an international game, each fan’s journey through the event will be uniquely theirs.

This isn’t just about convenience — it’s about creating immersive, interactive experiences that resonate on a personal level.

Quotes from the Top

Tim Ellis, NFL Chief Marketing Officer, perfectly summed up the motivation behind the partnership:

“Everything we do starts with the fan — and today’s fans, especially the next generation, want to engage on their terms, in ways that are deeply personal, expressive, and uniquely their own.”

Rachel Thornton, Adobe’s SVP and CMO of Adobe Enterprise, added:

“Together, we are bringing the next level of NFL fan experiences to life... while enhancing fan creativity and content creation like never before.”

The Adobe-NFL partnership is more than just a tech collaboration — it’s a bold reimagining of what it means to be a sports fan in the digital age. As AI and creativity converge, the boundaries between fan and creator continue to blur.

For supporters, this means greater access, more engagement, and a chance to become part of the story like never before.

Stay tuned. The future of fandom has just kicked off.