Adobe has partnered with the National Hockey League (NHL) to develop AI-powered fan experiences, bringing together Adobe’s creative and customer experience technologies with the league’s global digital ecosystem.
Under the agreement, Adobe has become the NHL’s official creative, marketing and AI partner, with the league and its 32 clubs gaining access to Adobe’s enterprise customer experience solutions. The partnership is designed to help the NHL create, personalise and deliver content more efficiently across the platforms and channels where fans engage with the sport.
A central element of the collaboration will be Adobe GenStudio, which will support the NHL in creating and adapting content at scale while maintaining consistency with the league’s brand. The technology will be used across channels including NHL.com, the NHL mobile app, social media and digital advertising, enabling the league to develop more relevant content for different audiences and markets.
The NHL will also use Adobe Experience Platform and Adobe Journey Optimizer to better understand fan interactions and preferences, with the aim of delivering more personalised experiences throughout the fan journey.
David Lehanski, NHL Executive Vice President of Innovation and Growth Strategy, said, “The NHL’s greatest strength has always been the passion our fans bring to the game. As the ways people follow sports continue to evolve, our focus is on creating experiences that feel as dynamic and compelling as the game itself. Adobe will help us unlock new ways to tell the stories of our Players, Clubs and moments that define hockey, while giving fans more opportunities to be a part of it. This partnership reflects our commitment to continuing to evolve how fans connect with the game they love.”
Lara Balazs, CMO and EVP of global marketing, Adobe, added, “The National Hockey League has built an extraordinary connection with its fans, and Adobe is helping them take that relationship to the next level by using AI to deepen personalisation and empower everyone to create. With Adobe’s enterprise solutions, the League will be able to scale relevant, engaging content across every channel where fans spend their time, fueling operational efficiencies and unlocking individual creativity.”
The NHL says it reaches more than 200 million fans across 147 countries, making scalable personalisation increasingly important as the league expands its international audience.
The partnership will also explore potential future applications of Adobe Express and Adobe Firefly, which could give fans tools to create and share NHL-themed content using generative AI.
The partnership highlights the growing role of AI and customer experience technology in sports, as leagues look beyond traditional sponsorships to build more personalised digital relationships with fans.
