NHL and Adobe Partner to Transform Fan Experiences with AI

The National Hockey League (NHL) has partnered with Adobe to integrate AI technologies, including GenStudio and Experience Platform, aiming to personalize content for over 200 million global fans. This collaboration also empowers fans to create their own NHL-themed content using Adobe Express and Firefly.

Isabella Rossi

September 29, 2026 · 4 min read

The National Hockey League (NHL) and Adobe announced a partnership on September 28, 2026, designating Adobe as an Official Creative, Marketing, and AI Partner of the NHL. This collaboration aims to leverage Adobe's artificial intelligence (AI) technologies to enhance fan experiences globally, particularly as the league prepares for the 2026-27 regular season.

The partnership focuses on transforming how the NHL creates, manages, and delivers personalized content to its more than 200 million fans across 147 countries. It also seeks to empower fans to become creators themselves, deepening their engagement with the sport. This initiative reflects a broader trend in sports, where leagues are adopting AI to improve fan interaction, contrasting with some restrictions on AI for in-game strategy seen in other sports, such as Major League Baseball.

Adobe GenStudio and Experience Platform: Powering the Content Supply Chain

At the core of the NHL's strategy for personalized fan engagement is the integration of Adobe GenStudio and Adobe Experience Platform. Adobe GenStudio, an AI-powered content supply chain solution, is designed to help the NHL streamline the creation and delivery of on-brand content at a global scale. This system will enable the league to produce highly personalized experiences for various digital channels, including NHL.com, the NHL app, social media, and digital advertising, while also customizing content for specific markets and languages.

The integration of GenStudio with Adobe Experience Platform is crucial for this personalization effort. Experience Platform provides real-time customer insights, allowing the NHL to tailor content produced in GenStudio to individual fan preferences. For example, if a fan browses stats online or attends a game in person, they can receive relevant content that aligns with their tastes. This approach centralizes personalization efforts across the league, moving beyond market-by-market experiments that are difficult to scale and aiming to accelerate customer experience orchestration (CXO) and drive long-term growth.

Empowering Fan Creativity with Adobe Express and Firefly

Beyond enterprise-level content creation, the partnership also extends AI capabilities directly to fans. Adobe Express, a user-friendly content creation application, will be enhanced with generative AI capabilities powered by Adobe Firefly. This will provide NHL fans with tools to create and share their own high-quality, NHL-themed content.

This initiative is intended to give fans new ways to express their passion for the sport and its players, allowing them to generate images and other content that they can share on social platforms. David Lehanski, NHL Executive Vice President of Innovation and Growth Strategy, emphasized that the passion of the fans is the league's greatest strength, and these tools aim to give fans more opportunities to be part of the hockey experience. This move could foster deeper fan participation and brand advocacy through user-generated content.

Strategic Vision: Global Expansion and Deeper Fan Engagement

The NHL's partnership with Adobe is a strategic move aimed at supporting the league's global expansion and deepening fan engagement. With a fan base spanning 147 countries, the NHL seeks to leverage AI to tell compelling stories about its players, clubs, and defining moments in hockey. Lara Balazs, CMO and EVP of Global Marketing at Adobe, noted that Adobe is helping the NHL enhance its connection with fans by using AI for deeper personalization and empowering creativity.

This collaboration aligns with Adobe's existing partnerships in the sports industry, which include Major League Baseball (MLB) and the PGA Tour. Adobe has a multi-year partnership with MLB to power digital fan experiences using Adobe Experience Cloud and AI tools, and the PGA Tour utilizes Adobe's enterprise and real-time customer data solutions for digital interactions and cross-platform fan engagement. While other leagues, like MLB, have restricted AI usage for in-game strategy, the NHL's focus is clearly on enhancing the fan experience.

Practical Implications for Creative Professionals and Sports Leaders

For creative professionals and sports industry leaders, this partnership highlights a significant shift in content creation and personalization strategies. The integration of Adobe GenStudio and Experience Platform demonstrates a move towards an AI-powered content supply chain that prioritizes efficiency, scalability, and hyper-personalization. This means creative teams within the NHL and its 32 clubs will be able to produce and adapt content more rapidly, ensuring brand consistency while tailoring messages for diverse global audiences and individual fan preferences.

The emphasis on fan-generated content through Adobe Express and Firefly also presents a model for fostering community engagement and brand advocacy. Sports organizations can learn from this approach by considering how to empower their own fan bases to become active participants in content creation, potentially leading to more authentic and widespread brand promotion. The NHL's strategy underscores the importance of leveraging AI not just for internal operational efficiencies but also as a tool to directly enhance the consumer's interaction with the brand.

The Future of AI in NHL Fan Experience

As the NHL moves into the 2026-27 regular season, the ongoing implementation of Adobe's AI initiatives will be key to realizing the partnership's full potential. The league and its clubs will gain access to Adobe CX Enterprise solutions, integrating AI to drive customer experience orchestration and content personalization. This strategic investment in AI is expected to create dynamic and compelling fan experiences, supporting the NHL's long-term growth strategy and its commitment to evolving how fans connect with the game they love.