What was only a passion from the stands or the screen, now it can also be design, creativity and active participation. Adobe and the Premier League have announced a strategic alliance that seeks to transform the way fans interact with football, making them creators of personalized content thanks to the latest artificial intelligence technologies.
From the 2025/26 season, followers can generate virtual t -shirts for their Fantasy Premier League teams, edit videos of their favorite plays in real time or share visual content instantly, without the need for technical knowledge. All this will be possible thanks to tools such as Adobe Express and Firefly, their generative generative platform with safe content.
Rachel Thornton, director of business marketing in Adobe, highlights that the goal is to “allow the most passionate fans to mold how they live and share the unique emotion of the day of the game, either create thematic content for their fantasy teams or sharing outstanding videos on social networks, all thanks to the creative magic of Adobe Express.”
Adobe has announced that he joins the Premier League as his new official partner of Creativitywith the aim that followers can live and share their passion as never before
For his part, Will Brass, commercial director of the Premier League, underlines the value of this union between technology and sports emotion: “The Premier League has millions of followers around the world and her passion is unique. Adobe is a global leader in digital experiences, and with this collaboration we want to offer fans new creative ways of expressing her love for the league.”
The fan as digital creator
Beyond the game in the field, the digital experience will be more immersive and personalized. Adobe will also integrate functions such as “Generate Video” and “Clip Maker”, which will allow producing visual summaries in seconds, ready to share on social networks. The Official Templates of the Premier League will be available directly from Adobe platforms, reinforcing the link between creativity and community.
Data, customization and loyalty
In addition to the creative component, the alliance incorporates Adobe Experience Cloud solutions, which will facilitate the Premier League sending custom content and communications according to the interests, favorite teams or behavior of each user. This will not only improve the individual experience of the fan, but will open new opportunities for clubs and sponsors when connecting with their audiences.
