Adobe partners with NHL to integrate AI and marketing tools

Adobe has entered into a partnership with the National Hockey League (NHL) to become the league’s Official Creative, Marketing, and AI Partner. Set for a rollout ahead of the 2026-27 regular season, the collaboration will provide the league and its 32 member clubs with access to Adobe CX Enterprise solutions, including GenStudio and the Adobe Experience Platform.

The partnership aims to utilize advanced enterprise artificial intelligence to transform digital fan engagement and streamline operational workflows. By deploying these tools, the NHL intends to scale personalized content delivery across various channels, including websites, mobile apps, email, social media, and digital advertising in arenas. This technology is designed to help the league connect more deeply with its global fanbase of over 200 million supporters.

While the specific financial terms and the duration of the agreement were not disclosed, the integration focuses on using AI to anticipate customer intent and deliver relevant, engaging content. The deployment is expected to enhance how the league tells stories regarding its players and clubs while increasing operational efficiencies for individual teams.