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 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.
