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The National Football League (NFL) has expanded its partnership with software giant Adobe to deliver a range of fan experiences powered by artificial intelligence (AI).
Last year, the NFL launched the NFL Technology Innovation Hub, which is designed to introduce innovative technologies into the game, as well as bolstering the league’s business operations and evolving the fan experience.
The partnership with Adobe is the latest tech-focused partnership for the league, which earlier this month announced that it is working with NetApp to develop advanced storage infrastructure to manage its growing data holdings.
Adobe, meanwhile, launched a similar collaboration with Unrivaled earlier this year, which granted the three-on-three women’s basketball league access to Adobe Express. It also works with the National Women’s Soccer League (NWSL) and the Women’s FA Cup to scale content creation and increase engagement.
“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,” said Tim Ellis, chief marketing officer of the NFL.
“Through our expanded partnership with Adobe, we’re unlocking new levels of creativity, connection, and customisation that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys.”
“We could not be more excited to become an official partner of the NFL and bring the best of Adobe technologies to NFL fans globally — inside and outside the stadium,” added Rachel Thornton, senior vice president and chief marketing officer of Adobe Enterprise.
“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.”
The NFL’s partnership with Adobe comes ahead of the NFL Draft, which takes place from 24th to 26th April at the Green Bay Packers’ Lambeau Field.
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