Adobe has partnered with the Premier League to revolutionize fan engagement by making creativity and personalization accessible to 1.8 billion supporters across the globe. Through a multi-year agreement unveiled at Adobe Summit London, the fantasy premier League experience and official website will embed Adobe Express and Firefly generative AI, giving fans powerful tools to design badges, kits, social posts, and more.

Using Adobe Express integrated into the Fantasy Premier League app, fans can now customize team badges and kits with AI, thanks to Firefly’s commercially safe models that use licensed and public domain data. AI-powered features like Generate Video, Clip Maker, and smart image editing tools (Insert/Remove Object) enable users to create dynamic content—from long-form videos to polished social media clips—without prior design skills.

Beyond user-generated content, the partnership leverages Adobe’s Experience Platform—especially tools like Journey Optimizer, Real-Time Customer Data Platform, GenStudio, and Customer Journey Analytics—to deliver fan experiences that are tailored, timely, and immersive. These components enable personalized notifications around match facts and transfers, location-based engagement during stadium visits, segmented digital campaigns, and analytic insights into fan behavior.

Rachel Thornton, Adobe’s EVP and CMO for Enterprise, emphasized the power of this collaboration: Adobe’s AI tools “empower passionate fans to shape how they experience and share the unrivaled drama of matchday,” creating standout content and making fan interaction more vibrant. Will Brass, Premier League’s CCO, noted that integrating a global leader in digital creativity helps deliver exactly what fans “need and want digitally,” celebrating each fan’s unique connection.

This initiative reflects a broader trend of sports leagues adopting generative AI and creative platforms. Similar programs are underway with the NFL and Unrivaled’s NWSL-backed women’s basketball league, making AI-powered fan creativity a growing norm.

With technology transforming fandom, Adobe‘s work with the Premier League positions fans not just as spectators but as creators, giving them the means to express their passion in vivid, personalized ways. This union of sports, AI, and design marks a new era in digital fan engagement.