The Premier League is seeking to provide customisable experiences through Adobe’s AI solutions to support Fantasy players and social media users across the league’s 1.8 billion global fanbase.
Fantasy Premier League players will be able to customise their badges and team colours during the 2025/26 season following a new integration from Adobe.
In a statement today (July 10), the Premier League’s announced it’s latest digital transformation initiative which will see Adobe to integrate its content creation app Adobe Express and its Generative AI platform Adobe Firefly into the league’s fantasy football app.
Adobe Firefly will scan the Premier League’s data set and has been trained to ask permission to access public content.
The league is aiming to bring a more personalised digital experience to its 1.8 billion global fanbase by leveraging the capabilities of Generative AI to enable choice as the emerging technology increasingly embeds itself within sports.
“The Premier League is followed by millions of fans around the world – all of whom have very different reasons for doing so,” said Will Brass, Chief Commercial Officer at the Premier League.
“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 provide them with new creative ways to express their passion for the league.”
Customisable social media content
Recognising the value in the popularity of short-form social media content, the Premier League will also leverage Adobe Express to allow fans to create league content on social media platforms such as TikTok and X.
With Premier League clubs such as Liverpool FC surpassing 1 billion in digital engagements, the league is now enabling fans to create content around their teams by providing Adobe’s Generative Video and Clip Maker, which lets fans create images and videos from the Adobe Express template, specifically designed for social media.
Adobe’s Firefly will also provide its Generative AI tools to support audio description translations, captions and voiceovers.
Real-time breaking news
In order to deliver breaking news and updates to the 189 countries it is active in, the Premier League will leverage Adobe’s Experience Platform, Real-Time Customer Data Platform and other solutions to become available to the league’s global fanbase.
On the Premier League website and app, fans will now be able to receive notifications in-app when fans enter a stadium in a bid to bridge both the physical matchday and digital experiences together on Premier League matchweeks.
“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,” said Rachel Thornton, CMO, Enterprise at Adobe.
“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.”
