NFL and Adobe Join Forces: A New Era of AI-Powered Fan Engagement
Dive Brief:
- The **NFL has expanded its global partnership** with Adobe to create **AI-powered fan experiences**, which will consist of both league-generated and fan-generated content, as reported in a [press release](https://www.businesswire.com/news/home/20250423735818/en/NFL-and-Adobe-Launch-AI-Powered-Fan-Experience-Partnership).
- As the NFL’s official partner, Adobe’s cutting-edge **Experience Platform**, alongside applications like **Express** and **Firefly**, will help the league in crafting personalized content aimed at enhancing fan connectivity with their beloved teams and unique stadium events.
- Fans will be able to **remix NFL-themed templates** on Adobe Express to share across social platforms, along with receiving tailored content on the **NFL OnePass app**—a part of this innovative collaboration emerging from the NFL Technology Innovation Hub.
Insight: Marketing at the Speed of AI
The NFL is on a mission to amplify its **engagement with sports enthusiasts** through this groundbreaking partnership with Adobe, set to last through the **2025 NFL season**. The collaboration, spearheaded by the league’s **Technology Innovation Hub**, aims to integrate transformative technologies into every layer of the game, particularly focusing on fan engagement.
Tim Ellis, the NFL’s Chief Marketing Officer, shared his enthusiasm, stating, “Through our expanded partnership with Adobe, we’re unlocking **new levels of creativity, connection, and customization** that empower fans to not only feel closer to the game but also become **creators and storytellers** of their own NFL journeys.”
Personalization at Its Best
This announcement, made just ahead of the 2025 **NFL Draft**, positions the NFL to scale **personalization** throughout the entire fan journey. This includes support for **project management**, **audience and campaign development**, and **performance optimization**. Importantly, over **140 NFL live content correspondents (LCCs)** will utilize Adobe Creative Cloud products for *all* facets of content creation, editing, and scaling. These LCCs will capture and curate exciting content across brand channels, delivering real-time videos and photos that resonate with fans everywhere.
Empowering Fans Through Storytelling
Fan-generated storytelling is taking center stage. Consumers will gain access to **NFL-themed templates** within Adobe Express, which they can easily remix and share to express their loyalty to their favorite teams. Furthermore, sports fans will receive **customized content** tailored to their preferences directly on the **NFL OnePass app**—a smart move that could significantly boost mobile app downloads and attendance at live events.
Targeting the Next Generation
This partnership with Adobe not only enhances the NFL’s current offerings but also addresses the league’s desire to build **loyalty among key demographics**, especially among the **younger, digitally-savvy** audience seeking aesthetically pleasing and curated social media experiences. This strategic focus aligns with the NFL’s broader efforts to enhance its [social and influencer marketing strategies](https://adage.com/brand-marketing/sports/aa-nfl-ian-trombetta-interview-social-media-fashion-editor/) through expanded creator programs and the introduction of its first-ever fashion editor.
Broader Aspirations for Fan Base Growth
In addition to its most recent partnership, the NFL has sought innovative ways to engage new audiences. In December, the league collaborated with [Betches Media](https://www.marketingdive.com/news/nfl-betches-media-partnership-women-sports-viewership/735910/) to increase its viewership among female audiences. In 2024, the NFL averaged **17.5 million viewers per game** across all broadcasts, reflecting a **2% drop from the previous year**—a sign that underscores the urgency behind these marketing initiatives.
Riding the AI Wave
This strategic alliance surfaces amid a growing trend where organizations across various sectors are **tapping into AI** technology to enhance engagement, as seen in partnerships that Adobe has recently established. For instance, [The Estée Lauder Companies](https://www.marketingdive.com/news/estee-lauder-generative-ai-adobe-integration/742129/) is refining its marketing campaigns through generative AI, and [Publicis Groupe](https://www.marketingdive.com/news/publicis-adobe-generative-ai-coreai-platform/742756/) is integrating Adobe’s generative AI into its platforms.
The fusion of the NFL’s rich tradition with **Adobe’s innovative technologies** promises a future where fans are not merely spectators but active **participants and co-creators** in the NFL experience, ensuring that the game remains as vibrant and engaging as ever.**
