Adobe partners with NHL on AI-powered fan experiences ahead of 2026-27 season
ADBE•Adobe partnered with the NHL to deliver AI-powered fan experiences ahead of the 2026-27 season. The league and its 32 clubs will have access to Adobe CX Enterprise, with personalization aimed at the NHL’s 200 million fans in 147 countries.
1. Partnership details
Adobe is the NHL’s Official Creative, Marketing and AI Partner under the agreement, supporting personalized content across digital, social, email, app and broadcast channels. The league and its 32 clubs will have access to Adobe CX Enterprise, including GenStudio and Experience Platform.
2. Personalized fan experiences
The collaboration also targets real-time personalization through Journey Optimizer. The parties flagged a potential fan-creation rollout using Adobe Express, Firefly-powered generative AI and NHL-themed templates.
