American football’s elite NFL has expanded its global partnership with software company Adobe to enhance fan experiences throughout the season.
Now becoming an official partner of the league, Adobe will provide its proprietary Adobe Experience software platform and its applications, including Adobe Express and Adobe Firefly, to the NFL to aid in the production of fan-focused content.
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NFL-themed templates will be available to Adobe Express users to aid in the creation of league-centric fan content.
Also benefitting from the partnership is the NFL Technology Innovation Hub, a project launched by the league in 2024 aimed at integrating new hardware and software affordances into its operations.
Through the Technology Innovation Hub, Adobe will collaborate with the NFL on enhancing the fan experience by facilitating live fan engagement activations via the NFL OnePass ticketing app to deliver personalized content.
Speaking on the partnership, NFL chief marketing officer Tim Ellis said: “Everything we do starts with the fan — and today’s fans, especially the next generation, want to engage on their terms, in ways that are deeply personal, expressive, and uniquely their own.
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By GlobalData“Through our expanded partnership with Adobe, we’re unlocking new levels of creativity, connection, and customization that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys.”
Adobe senior vice president and chief marketing officer Rachel Thornton added: “Together, we are bringing the next level of NFL fan experiences to life, with the shared goal of driving engagement through both digital and physical journeys, while enhancing fan creativity and content creation like never before.”
Earlier in 2025, Adobe launched a similar partnership with women’s 3×3 basketball competition Unrivaled, which granted the competition’s creative and social teams access to Adobe Express.
Recently, NFL announced a partnership with tech firm NetApp to develop its storage technology, focusing on data security, with the league having previously been a long-term customer.
As part of the deal, NetApp will activate across the entire slate of the NFL’s 2025 International Games, being the presenting sponsor of the 2025 London Games and the first-ever regular season game in Madrid.
