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
Football on YouTube: La Liga Leads in Subscribers, but the Premier League Remains the King of Views
SFS in partnership with BuzzMyVideos The year 2025 has definitively marked football’s full entry into the era of digital maturity. YouTube has become the main playing field for clubs and leagues around the globe — a vast arena where success is no longer measured only in trophies, but also in views, subscribers and editorial strategy. In this evolving scenario, the numbers are clear: while the Premier League remains the undisputed leader in total views, the real breakout star of the year is Spain, with La Liga exploding
YouTube and the Premier League: Turning Wins into Views
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%
Premier League’s Green Revolution: ESG, Innovation and Passion for Football
During an engaging panel organized by SFS24, industry experts and managers examined the crucial role of sustainability in soccer, focusing on how Premier League clubs are adopting environmental, social and governance (ESG) strategies to innovate and transform their operating model. The panel featured prominent figures such as Tom Harris, Sustainability Manager Brighton & Hove Albion FC; Chris Goodwin, ESG Manager Chelsea FC; Caroline Carlin, Head of Clients and Sustainability Enovation Consulting; and Kelsey Francis, Senior ESG Reporting and Communications Manager also
Breaking down the record-high expenditure in the winter transfer window
After a summer window that saw a 10% drop in spending, the winter window increased by 8% compared to last season, reaching EUR 1.46 billion. As a result, the total transfer expenditure (summer + winter windows) across top-division UEFA leagues and the English Championship shows a 4% overall drop compared to last season reaching EUR 7.87 bn in 2024/25. This represents a slight decline in expenditure for the first time since the pandemic. With the transfer window now closed for
The Social Value of the Premier League: Clubs and Local Communities at the Core
The Premier League is much more than just a football league: behind its global success lies meticulous work aimed at benefiting local communities, carried out in synergy between clubs and dedicated organizations. This was the focus of the SFS24 panel moderated by Stefano D’Errico, Senior Schools Education Officer at Chelsea FC Foundation, featuring Mike Summers, Chief Executive of the Palace for Life Foundation, and Emma Joussemet, Head of Community Engagement at the Premier League. With 1.9 billion people watching the Premier
SFS24, Serie A and the Path to Global Football Leadership
"Serie A is now, in every sense, a media company. We have repositioned the product in a competitive landscape, following commercial and entertainment-driven strategies", said Luigi De Siervo, CEO of Lega Serie A, speaking at the SFS24 event, dedicated to the national and international football industry. Giulia Mizzoni, a journalist for Amazon Prime Video, interviewed the CEO, asking specific questions about the league’s strategies and future projects. De Siervo highlighted the work done over the years, with the NBA, NFL, and
Community Development, Local Causes and Interaction: The Premier League Experience at SFS24
Nel contesto del SFS24, uno dei temi più centrali sarà il panel dedicato a "Community Development, Local Causes and Interaction: l’approccio della Premier League", che offrirà uno sguardo approfondito sul modo in cui il calcio può essere uno straordinario motore di cambiamento sociale. Il calcio è molto più che un semplice sport: rappresenta un potente veicolo per l’inclusione, lo sviluppo delle comunità e il supporto a cause locali. Questo tema verrà trattato da esperti del settore e protagonisti della Premier League,
Sustainability in the Premier League
Football cannot be considered solely for its technical, tactical, and entertainment value. The most beautiful game in the world, in fact, is inevitably also concerned with considerations related to sustainability (ESG). This does not only refer to the economic aspect but also includes environmental governance, social inclusion matrices, and infrastructure-related issues. And it is precisely at the Stadio Olimpico in Rome, during the SFS24 event, that sustainability will be the protagonist of an interesting panel featuring Chris Goodwin and Tom Harris,
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