Adobe partners with professional hockey league for AI-powered personalized experiences

Adobe has signed a partnership agreement with the professional hockey league to offer fans updated, personalized experiences powered by artificial intelligence. As the official creation, marketing, and AI partner, the company will deploy its technology tools so content can be better tailored to the global audience as the 2026–27 season begins.

The collaboration includes Adobe CX Enterprise solutions such as GenStudio for content supply-chain management and automation, Adobe Experience Platform and Journey Optimizer for real-time analysis and activation, and Adobe Express with Firefly capabilities for easy, high-quality fan creation.

League officials say the goal is to develop new ways to tell players’, clubs’, and key moments’ stories, making the game-watching experience more dynamic and engaging for fans.

In the announcement, Adobe representative Lara Balazs noted the company’s technologies aim to deepen personalization and empower individuals’ creativity, enabling the league to scale relevant content and engage audiences on the channels where they are most active.

The partnership’s tools aim to speed up content production, ensure brand-standard compliance, and personalize messaging for different channels such as the mobile app, website, emails, and in-stadium content. The collaboration is expected to cover global markets and the league’s major events, including the Stanley Cup Playoffs, global series, and international broadcasts.

As NHL announces, the partnership aims to bring the sport to a wider audience and strengthen fans’ connection with more personalized experiences and creative tools that let them become content creators themselves.