How the Premier League Engages Soccer Fans with Adobe AI Technology
The Premier League ranks among the top sports leagues globally, boasting around $8 billion in annual revenues and 1.8 billion followers across 189 countries. Beyond spectatorship, over 11.5 million fans participate in Fantasy Premier League (FPL), managing their own football squads.
To offer fans a more personalized and creative experience, the Premier League partnered with Adobe to enhance its digital presence. The goal is to meet the diverse interests of fans, especially those following multiple players and clubs from different parts of the world.
A Digital Hub for Fans
With more than 250 million fans active in its digital ecosystem, the Premier League aims to create a central destination on its new app and website. This platform allows fans to customize their experience, discover new content, and find details on live broadcasts, clubs, and partners.
To achieve this, the league rebuilt its entire technology infrastructure over two years, integrating Adobe Experience Platform and Adobe Real-Time Customer Data Platform (CDP), along with Adobe Journey Optimizer for marketing orchestration. This setup connects backend data to frontend user experiences, enabling tailored content delivery.
Launching New Features for the Season
The Premier League unveiled its Adobe partnership alongside new app and website versions in July 2025. The FPL integration within these platforms is set for the week of July 21, followed by further updates at the season start on August 15.
While the Adobe tools offer significant potential, the league plans a measured rollout, starting at about half their capabilities and gradually expanding as the team gains expertise and resources.
Encouraging Fan Creativity
Creativity is a key element of this tech project. Adobe Express has been embedded into the new platforms, allowing FPL managers to design unique team badges and kits using simple text prompts. For example, a fan could request a badge featuring an eagle, lion, and zebra crossing, receiving a customized asset to represent their fantasy team.
These creations use Adobe Firefly generative AI, trained on licensed content, ensuring all images are commercially safe. Fans will also find templates to craft football-related content for social sharing, including official Premier League imagery they can remix and personalize.
AI-Driven Personalization
Adobe’s AI powers multiple features such as efficient video processing, personalized highlight clips, and comprehensive content analysis. Fans receive notifications tailored to their favorite players or clubs, including transfer news and match day updates, delivered through web and app push alerts.
Location data triggers stadium-specific notifications, enhancing in-person experiences. Marketing teams gain insights into fan preferences, enabling targeted campaigns that could focus on a single player rather than the entire team. Adobe GenStudio accelerates personalized marketing content creation.
Connecting Fans Across the Ecosystem
The Premier League sees its role as a promotional platform that introduces fans to the league in meaningful ways. This approach encourages deeper engagement with broadcasters and clubs.
By allowing fans to set preferences like favorite teams, players, and locations, the system learns and adapts over time. For instance, if a fan follows Mohamed Salah but begins engaging with Cole Palmer content, the platform may suggest following Palmer to enhance their experience.
This strategy aims to reduce fragmentation within the Premier League’s media ecosystem and create a more connected fan community.
Further Learning
For creatives interested in AI-driven content creation and digital marketing tools similar to those used by the Premier League, explore practical courses on Complete AI Training.
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