MUMBAI: It’s not just the players bringing flair to the pitch now, thanks to Adobe, the fans can too. In a landmark partnership announced at Adobe Summit London, Adobe and the Premier League have teamed up to supercharge the world’s most-watched football league with AI-driven digital experiences putting the power of creativity and personalisation directly in the hands of its 1.8 billion global fans.
With tools like Adobe Express and Firefly generative AI integrated into the League’s platforms, fans will soon be designing custom Fantasy Premier League kits, badges and standout social content with just a few prompts. Whether it’s editing matchday photos or crafting short-form highlight reels, Adobe is helping fans channel their inner creative midfielder.
For the 2025/26 season, Fantasy Premier League managers can personalise their team identities using Adobe Express, complete with exclusive Premier League templates and safe-to-use generative AI trained on licensed and public domain content. This marks the first time fans can visually express their support on such a bespoke level taking personal fandom to a whole new pitch.
But the partnership doesn’t stop at creativity. Using Adobe’s Experience Platform, Real-Time Customer Data Platform, and Journey Optimizer, the League can now send personalised notifications, geolocation-based updates, and even tailor fan experiences across web, app and email based on individual behaviours and preferences.
For example, Fantasy managers might receive instant updates on player performances or push notifications triggered when they enter a stadium. With Adobe’s AI agents, the League can generate on-brand content and marketing at scale, serve hyper-relevant video clips (say, just your favourite striker’s best goals), and analyse which content fosters deeper loyalty.
“Adobe AI is helping fans shape how they experience and share the drama of the Premier League,” said Adobe enterprise CMO Rachel Thornton. “Whether it’s Fantasy content or real-time alerts, we’re putting creativity in every supporter’s hands.”
Premier League chief commercial officer Will Brass added, “This partnership lets us truly tailor the experience for fans however they follow the game, wherever they are in the world.”
From tactical data to TikTok-ready content, the Premier League’s digital playbook is evolving and this time, the fans are writing the script.