Adobe and the Premier League: Creativity and AI for a New Global Fan Experience
The Premier League has announced a new multi-year partnership with Adobe, aimed at redefining the digital experience for fans around the world. Through the integration of advanced technologies such as generative artificial intelligence and real-time data management solutions, the League seeks to offer increasingly customized, dynamic, and creative engagement. At the heart of this transformation are Adobe Firefly and Adobe Express, tools that will allow fans to create original content, images, and videos to share on social media in a simple and intuitive way. But the core of the partnership goes beyond creativity: through Adobe Experience Platform, the Premier League will be able to collect and analyze data from across its digital ecosystem, gaining deeper insights into fan behavior and preferences. This approach will enable the development of tailored marketing campaigns, real-time notifications tied to key events—such as transfers or major match moments—and communications that increasingly align with fan expectations. Tools like Adobe Customer Journey Analytics and Adobe GenStudio will also help optimize engagement strategies and strengthen loyalty throughout the digital fan journey.
A Strong Connection with the SFS
This innovative vision aligns perfectly with the mission of the SFS, the leading B2B event for the football industry, taking place on 19–20 November 2025 at the Allianz Stadium in Turin. Adobe, partner of the Summit since the 2024 edition, will once again take the center of stage by sharing best practices, technologies, and insights on how data, AI, and creativity can generate real value within the football industry. The collaboration with Adobe represents a key pillar in the Summit’s journey toward promoting a digital, integrated, and innovation-driven ecosystem. During SFS25, we will dive deeper into these topics with industry experts, exploring how Adobe solutions are transforming the way clubs, leagues, brands, and fans live, share, and interact with football. The future of football is already here. It’s hyperconnected, creative, and data-driven. And together with Adobe, at the SFS, we will keep exploring it.
Fan Experience, AI and Innovation: Adobe, Partner of the Social Football Summit, Alongside the Premier League
Adobe and the Premier League: Creativity and AI for a New Global Fan Experience The Premier League has announced a new multi-year partnership with Adobe, aimed at redefining the digital experience for fans around the world. Through the integration of advanced technologies such as generative artificial intelligence and real-time data management solutions, the League seeks to offer increasingly customized, dynamic, and creative engagement. At the heart of this transformation are Adobe Firefly and Adobe Express, tools that will allow fans to
Sports Diplomacy and Soft Power: The FIFA Club World Cup as a Global Platform
Article written by Carlo Rombolà What does diplomacy have to do with sports—football in particular? A lot, especially at the highest levels. It is well known that major sporting events are opportunities for meetings, networking, and business. However, this has always been limited to the individual sphere, related to business and private relationships. But what if this concept were applied to nations instead of just businesspeople? In an increasingly interconnected world, sport has gradually taken on a central role in international diplomatic dynamics. Football,
BuzzMyVideos joins SFS25 as Official Partner
The SFS is thrilled to announce its partnership with BuzzMyVideos, a global leader in digital video content strategy and YouTube growth optimisation.As part of the collaboration, BuzzMyVideos will play a key role in SFS25, contributing both on stage in dedicated panels and behind the scenes by developing original editorial formats, including insightful content on YouTube strategy, digital communication and multimedia storytelling in sport. This strategic partnership is a step forward in SFS’s mission to inspire and innovate across the football industry — through
International Sports Justice Under Attack: Opinions from the EU Court of Justice
Article written by Carlo Rombolà As we enter 2025, if anyone still believes that sport — in the broadest possible sense — is limited to athletic performance or match results, it is time for a wake-up call. Such a mindset risks overlooking key elements, foremost among them: sports justice. From the Sinner case in tennis to the Brescia case in Italy’s Serie B football league — to mention only the most recent examples — sports enthusiasts can no longer rest easy until the results achieved
Premier League 2024-2025: Which clubs have the best brands and play the nicest football?
With the 2024-2025 Premier League season beginning this weekend, it’s the perfect time to check in on public perceptions of the 20 clubs that now constitute the top tier of the English men’s game. YouGov FootballIndex tracks opinion across several different measures, including – but not limited to – a club’s overall brand health, its style of play, and the quality of its management. In terms of overall brand health, its Liverpool (24.1), who won the Carabao Cup but lost their manager
Social Football Summit in Saudi Arabia
On 22nd January in Riyadh the first Snack Summit in partnership with Lega Serie A We are delighted to announce the convening of a prestigious "Snack Summit" by Social Football Summit in Riyadh on the 22nd of January, from 4 p.m. to 6:00 p.m The venue is the Crowne Plaza Riyadh at RDC Hotel and Convention, located on Imam Saud Ibn Abdul Aziz Road, Riyadh, 6391. Lega Serie A proudly stands as the Global Partner for the Social Football Summit. *Event Details:* - *Title:*
The charity auction organised by the Social Football Summit has ended!
The charity auction organised by the Social Football Summit has ended!We are pleased to be able to announce that €4,435 was raised by the Robin Hood Roma Onlus Association!When they won the auction, the successful bidders made their donation directly to the association, so that they could purchase the reagents needed to use an Automatic Haematology Analyser that will be installed at the Haematology Emergency Care Unit at Via Benevento 6, AOU Policlinico Umberto I-Università Sapienza, to optimise the activities
FERPI supports the sixth edition of the Social Football Summit
For the first time FERPI will be patronizing the international event in Italy on the Football Industry Rome, November 7 - Now in its 6th edition, the Social Football Summit will take place in Rome on 21 and 22 November, under the patronage of FERPI. It is the only international event in Italy dedicated to the football industry, with training, updates, meetings and comparisons between professionals and companies. Born in 2018, it has become year by year more and more a
The Social Football Summit announces partnership with adidas.
The Social Football Summit is proud to announce adidas as a partner of the sixth edition that will kick off on 21 and 22 November at the Stadio Olimpico in Rome. The partnership with adidas is a reason of pride for SFS. The partnership with adidas is a reason of pride for SFS. This collaboration represents a milestone in the growth of our commercial appeal and strengthens the development process of our event both in Italy and in the world.
INTERVIEW WITH ALESSANDRO GIACOMINI, CEO OF INFRONT
Hi Alessandro, welcome to the Social Football Summit blog. Today we would like to have a chat to understand how Infront has evolved and with what vision it is supporting the football industry. You have been at Infront since 2015, in the middle of what we were learning to call the digital revolution. But already for the past 10 years the world of sponsorship, advertising and marketing has been revolutionised in some of its most enduring principles. What has Infront done to