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
SFS: the 8th edition heads to Allianz Stadium in Turin
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Speaking on July 18 in Lucca will be Federico Cherubini, CEO of Parma, coach Alessio Dionisi, Carlalberto Ludi, Sporting Director of Como, Pasquale Sensibile, Coordinator Scouting Team of Paris Saint-Germain, Gianfilippo Valentini, Founder of Social Football Summit and Manuel Vellutini, CEO of Akeron The world of soccer is increasingly influenced by data analytics, but what will be the future of soccer marketing? Can human intuition and algorithms be reconciled? These and other questions will be tried to be answered at a
Football on YouTube: La Liga Leads in Subscribers, but the Premier League Remains the King of Views
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In partnership with BuzzMyVideos, SFS is proud to launch a brand-new editorial project: The Football Biz Formula. A video podcast series designed to spark informal yet insightful conversations around the innovation driving the future of the sports and football industry. Hosted by Paola Marinone, Founder of BuzzMyVideos, the show will feature high-profile guests sharing their perspectives, experiences and visions aligned with the mission of SFS - Social Football Summit: shaping the future of football, today. 📺 The podcast will be available on YouTube.🎙️ Stay tuned — The Future of Football
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AS Roma is stepping onto the field alongside Ogyre, an Italian startup committed to protecting the Ocean, with a shared goal: removing 30,000 kilograms of marine litter and making a tangible contribution to environmental protection. This new collaboration stems from the desire to unite sport and sustainability, transforming the passion for football into a concrete act in support of the Planet. Thanks to Ogyre and its international network of fishers who collect marine waste daily in Italy, Indonesia, and Brazil, each
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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,
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This is the first article in a reporting and analysis series on the YouTube performance of football properties, created in collaboration between SFS and BuzzMyVideos. In the first five months of 2025, the digital activity of Premier League clubs on YouTube has shown dynamics strongly influenced by sporting performances and seasonal events, with May confirming itself as a key month to understand the connection between on-field results and online visibility. At the top of the overall rankings is once again Liverpool, which has consistently led in both total views and new subscribers. In May alone, the Reds accounted for over 14%
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