Real Madrid and Adobe bring personalized fan experiences to 650 million supporters

Real Madrid bets on Adobe AI to scale fan experiences

Real Madrid is expanding its partnership with Adobe to deliver personalized content at the scale of 650 million supporters. The club will use Adobe's AI stack to speed up production, keep brand consistency tight, and ship relevant assets across TV, app, and social in near real time. For marketers, this is a clear blueprint for building content systems that move fast without losing control.

What's new in the Adobe x Real Madrid partnership

• Adoption of Adobe Experience Platform and GenStudio to connect content creation with performance data across channels.
• Use of Firefly to generate on-brand image and asset variants quickly, reducing repetitive creative work.
• Agent Orchestrator and conversational assistants to analyze cross-channel paths, spot friction, and recommend next-best content.
• Adobe Express will offer Real Madrid-branded templates so fans can co-create posters, banners, and social content that stays on brand.

The AI stack behind personalization

• Adobe GenStudio: Rapid production of on-brand visuals and copy across touchpoints. The performance marketing module ties assets to ROI so teams create more of what works and retire what doesn't. See Adobe Experience Platform.
• Adobe Firefly: Image and asset generation to produce localized and format-specific variants at speed, while easing designer workload. Learn about Firefly.
• Agent Orchestrator + path analysis assistant: Conversational tools that surface drop-off points, suggest optimized sequences, and help teams prioritize content fixes fast.
• Adobe Express (club templates): Fan-facing templates that expand UGC without diluting the brand.

Why marketers should care

• Speed and scale need intelligent systems: Manual ops can't keep up with high-volume, multi-language publishing. A connected stack creates an always-on pipeline that adapts as performance shifts.
• Agentic AI lifts cross-channel performance: Conversational assistants reduce analysis time and surface practical next steps, from creative tweaks to sequence changes.
• UGC is evolving, not fading: Branded templates let fans participate while keeping visual standards intact.
• AI makes creativity repeatable: Automation handles variants and distribution so humans can focus on narrative, big ideas, and partnerships.

How to apply this playbook in your team

• Start with moments that matter: Identify 5-7 high-impact interactions (onboarding, key campaigns, matchday equivalents) and define the content required for each.
• Build a modular content system: Break creative into reusable components (headlines, CTAs, visuals, offers) with clear guardrails for tone, brand, and legal.
• Connect creation to performance: Tie assets to KPIs in your analytics/CDP so GenAI prompts reference actual results, not opinions.
• Use an "asset factory" model: Set prompts, brand rules, and approval stages that generate safe variants across markets and formats.
• Pilot conversational assistants: Let an agent flag drop-offs, propose next steps, and draft tests. Keep humans in the loop for final calls.
• Localize with context: Combine translation memory with cultural notes and visual swaps (players, holidays, currencies) for each region.
• Activate fans: Offer brand-safe templates for co-creation. Feature the best work to boost loyalty and reach.

KPIs to watch

• Production cycle time per asset and per variant.
• Variant-to-win rate (percentage of variants that beat the control).
• Personalization lift: CTR, conversion, session depth, ARPU.
• Consistency score across channels (naming, tone, visual system).
• Fan co-creation rate and downstream engagement from UGC.
• Cost per outcome after automation (vs. baseline).

Governance and risk checklist

• Brand integrity: Lock key elements (logos, colors, legal lines) and require approvals for exceptions.
• Data use: Clear consent, data minimization, and regional requirements (especially for minors and sensitive categories).
• Bias and quality: Regular audits of AI outputs, with human review for sensitive topics and markets.
• Rights management: Ensure assets, player likenesses, and music are licensed across all channels and regions.

The takeaway

Real Madrid is proving that personalization at massive scale is a systems problem, not a headcount problem. Connect your content engine to performance data, let AI handle repetition, and reserve human attention for story and strategy. That's how you stay relevant, daily, without burning out your team.

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