Adobe and the National Hockey League (NHL) are teaming up to reshape how hockey fans experience the game through AI, personalization, and creative technology. Beginning with the 2026-27 regular season, Adobe will serve as an Official Creative, Marketing and AI Partner of the NHL, providing technology to help the League and its 32 Clubs create and personalize content across NHL.com, the NHL app, social media, email, advertising, and in-arena experiences. The partnership comes as the NHL looks to deepen engagement with more than 200 million fans across 147 countries while making it easier to tailor content for different audiences, markets, and languages.
At the center of the partnership are Adobe GenStudio, Adobe Experience Platform, and Adobe Journey Optimizer, which will help the NHL produce on-brand content at scale and use real-time insights to deliver more relevant experiences to individual fans. The partnership could eventually extend directly to fans through Adobe Express and Adobe Firefly, giving them NHL-themed templates and generative AI tools to create and share their own hockey content. Together, Adobe and the NHL aim to make digital fandom more personalized, creative, and connected across major moments including the Stanley Cup Playoffs, NHL Global Series, and game broadcasts.
Why it matters:
- The partnership is designed to connect with fans wherever they follow hockey, from apps and social media to broadcasts and arenas.
- AI could help the NHL customize experiences for different languages, markets, and individual preferences without relying on separate initiatives in every market.
- Giving supporters tools to make and share their own NHL content could shift engagement from simply consuming league content to participating in the creative experience.
Learn more here: Adobe, NHL partner to deliver AI-powered fan experience
Further reading: Adobe and DICK’S Sporting Goods Partner for Personalization Through AI