NHL selects Adobe to expand AI-driven fan engagement

The partnership will focus on content creation, customer experience and personalization as the NHL expands its international reach across 147 countries and an audience of more than 200 million fans.

Adobe and the National Hockey League (NHL) have entered a partnership to use AI to develop and personalize fan experiences across the league’s digital and physical touchpoints.

As the NHL prepares for the 2026-27 regular season, Adobe becomes an Official Creative, Marketing and AI Partner of the league.

Adobe and NHL target personalized fan experiences

David Lehanski, Executive Vice President of Innovation and Growth Strategy, NHL: “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 in continuing to evolve how fans connect with the game they love.”

The NHL and its 32 Clubs will gain access to Adobe CX Enterprise solutions, combining marketing, creative and AI tools. The technology will support the league’s customer experience orchestration strategy and efforts to deliver relevant interactions across channels.

AI supports NHL content production

Lara Balazs, CMO and EVP of Global Marketing, Adobe: “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 personalization 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 partnership includes Adobe GenStudio, which will support the NHL’s content production process. The league plans to use AI to create personalized content for NHL.com, its mobile app, social media and digital advertising, with content adapted for different markets and languages.

Adobe GenStudio will also help maintain NHL brand standards across content produced for different channels.

Adobe technology enables real-time personalization

The NHL will use Adobe Experience Platform to build a real-time view of fan needs and preferences. These insights can be activated through Adobe Journey Optimizer to deliver content and experiences across channels including the NHL app, web, email and in-arena environments.

The approach is intended to connect content production with personalization at league level, rather than relying primarily on individual market initiatives. Fans could receive content based on their interests while browsing statistics online, using the app or attending games.

Adobe Express could turn fans into creators

The partnership could also introduce NHL-themed creative tools through Adobe Express. Fans could use templates and generative AI capabilities powered by Adobe Firefly to create and share hockey-related content on social media.

The potential fan-facing applications are designed to give supporters greater control over how they express their interest in the sport, with content customizable according to individual creative preferences.

AI partnership spans NHL global events

The collaboration will cover the NHL’s global footprint and its 32 Club markets, including the Stanley Cup Playoffs, NHL Global Series, North American events and US and international game broadcasts.

As fan engagement increasingly extends beyond arenas through social media, mobile apps and live broadcasts, the NHL and Adobe will use the partnership to develop experiences across these touchpoints and support the league’s international growth.

www.adobe.com

www.nhl.com

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