Adobe and NHL Partner to Transform Fan Experiences with AI-Powered Content and Personalization

Adobe Becomes Official Creative, Marketing and AI Partner of the National Hockey League

Adobe and the National Hockey League announced a partnership that positions Adobe as the Official Creative, Marketing, and AI Partner of the NHL as the league prepares for the 2026-27 NHL season1

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. The collaboration will provide the National Hockey League and its 32 clubs with enterprise AI technology to create and personalize interactions with fans across digital platforms. With over 200 million fans across 147 countries, the NHL aims to leverage this Adobe NHL partnership to expand its global fanbase and close the revenue gap with the NBA, where it currently ranks fourth among North American professional sports leagues in annual revenue1

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AI-Powered Fan Experiences Through Adobe GenStudio and Experience Platform

The partnership centers on deploying Adobe CX Enterprise solutions to enhance fan engagement through AI-powered fan experiences. Adobe GenStudio, described as an AI-powered content supply chain solution, will enable the NHL to accelerate content creation for NHL.com, the NHL app, social media channels, and digital advertising while maintaining brand standards across all touchpoints2

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. The technology allows content customization for individual markets and languages, keeping pace with the speed of the game and fan expectations. Adobe Experience Platform will provide real-time customer insights by delivering a comprehensive view of customer needs and preferences, enabling data-driven personalization at scale3

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Personalized Content Delivery Across Multiple Touchpoints

Adobe Journey Optimizer will serve as the customer journey management solution that allows the NHL to personalize interactions and deliver tailored content at the right moment across major channels including web, email, in-arena experiences, and mobile applications2

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. Whether fans browse stats online or experience games in person, they will receive relevant content that speaks to their individual tastes and preferences. This centralized approach to content creation moves beyond market-by-market experiments that are difficult to scale, establishing personalization as a league-wide initiative that keeps pace with consumer expectations.

Generative AI Capabilities Empower Fan Content Creation

The partnership could provide fans with access to Adobe Express, the quick and easy create-anything app that includes generative AI capabilities powered by Adobe Firefly for high-quality image generation3

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. Fans could use NHL-themed templates to create compelling content designed for easy sharing across social media and digital platforms. Each piece of content can be personalized based on individual creativity, giving fans new ways to express their passion for the sport and its players. This democratization of content creation tools represents a shift in how sports leagues engage with their audiences, moving from one-way broadcasting to collaborative storytelling.

Strategic Implications for NHL's Growth and Revenue Goals

David Lehanski, NHL Executive Vice President of Innovation and Growth Strategy, emphasized that the partnership will help unlock new ways to tell the stories of players, clubs, and defining hockey moments while giving fans more opportunities to participate2

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. Lara Balazs, CMO and EVP of global marketing at Adobe, noted that the enterprise solutions will enable the league to scale relevant, engaging content across every channel where fans spend their time, fueling operational efficiencies and unlocking individual creativity1

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. The partnership will enhance experiences across major events including the Stanley Cup Playoffs, NHL Global Series, and North American events, spanning the league's entire global footprint2

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. As the NHL pursues its long-term growth strategy, this technology infrastructure positions the league to compete more effectively with other major sports organizations through improved brand awareness and deeper fan connections.