Adobe and Real Madrid have expanded their global alliance which combines AI, creativity and marketing to offer a new level of experiences powered by AI (generative and agentic) to more than 650 million Real Madrid fans around the world. This alliance seeks to promote the collective creativity of the fans and the club itself.
The collaboration is based on a shared vision of bringing fans even closer to the action through personalization, strengthening the bond between fans, players and the team they love through creativity applied to each story and format.
The AI capabilities present in Adobe Experience Platform and Adobe GenStudio, including GenStudio for Performance Marketing and Firefly Services, will allow Real Madrid to scale content production and offer closer, personalized and creative experiences to each fan, wherever they are.
With Adobe Express, fans will also be able to share their passion for Real Madrid and its players with easy-to-use branding templates for creating posters, banners and all types of social media content, thus stimulating the personal creativity of each fan.
“At Real Madrid, we are constantly looking for new ways to connect with our loyal fans and make them feel part of our legendary club, wherever they are in the world,” says Emilio Butragueño, director of Institutional Relations at Real Madrid. “Our alliance with Adobe allows us to offer more creative and personalized content to all Madrid fans, while empowering them to create and share their own stories, promoting individual and collective creativity.”
“For billions of fans around the world, football is much more than what happens on the pitch. The passion, creativity and stories of clubs, players and fans are what transform sport from a competition to a community, and what turns a ninety-minute match into a way of life,” said Rachel Thornton, CMO, Enterprise at Adobe.
Create and personalize content with agentic AI
Nowadays, football fans expect more than just match highlights. They want to feel part of their beloved club through content adapted to their region, relevant and personal. They also seek new opportunities to express their creativity and share their own stories with the global Real Madrid community, celebrating their connection with the team in an original and authentic way.
To scale its content creation capabilities and respond to this demand, Real Madrid will use Adobe AI and agentic AI tools to create and distribute the high volume of content needed to connect with fans across social media, Real Madrid TV and the club app, while maintaining a consistent brand image and optimizing content based on performance.
- Creating large-scale brand campaigns with generative AI: Adobe GenStudio is the integrated solution that will allow Real Madrid to boost its content supply chain with the latest advances in AI. GenStudio applications, including GenStudio for Performance Marketing and Adobe Firefly Services, will allow Real Madrid to create, activate and optimize content for any platform or channel, enhancing the professional creativity of its marketing teams.
- GenStudio for Performance Marketing: consists of a generative AI-based workflow application that automates complex creative and marketing processes, ensuring brand consistency and integrity. It allows users to unleash their creativity without barriers to create engaging branded content, activate frictionless campaigns across advertising platforms, and centralize performance metrics in a single application.
Real Madrid will use Adobe AI and agentic AI tools to create and distribute the high volume of content that connects with fans
- Firefly Services: Streamlines the production of multiple asset variants with generative AI and creative APIs, automating repetitive and time-consuming tasks while empowering large-scale customization.
- AI-powered customization for fans: The new agentic capabilities powered by Adobe Experience Platform Agent Orchestrator will allow Real Madrid’s marketing team to create, analyze and optimize personalized customer journeys across all its digital properties through conversational interfaces. With Journey Agent, for example, marketers can quickly identify and resolve conflicts, detect dropout points in a journey, and provide insights or recommendations to ensure each fan receives the right content on the right channel at the right time.
- Give creative freedom to fans: Today’s fans are no longer content to be mere spectators from the stands. With the exclusive Real Madrid templates in Adobe Express, fans will be able to easily design posters, banners and social media content in just a few steps, sharing their passion for the club and the players who inspire them. This new creative platform turns viewers into storytellers, giving Real Madrid fans around the world the opportunity to express their creativity and become part of the club’s global story.
