NFL: partnership with Adobe (software) to develop the fan experience using AI

US software company Adobe has become an official partner of the National Football League "to deliver a new level of AI-powered fan experiences" from the 2025 season, announced the two entities on 23/04/2025.

"This partnership is a development of the NFL Technology Innovation Hub, a new strategic initiative that integrates cutting-edge technologies into all aspects of football, including fan engagement. As an official partner of the NFL, Adobe is partnering with the NFL Technology Innovation Hub to make the sport even more engaging for its millions of fans, through tailored digital experiences and elevated content, including cutting-edge innovation in Adobe Firefly to scale video content internationally," said the two parties.

Among the initiatives being developed by the NFL and Adobe will be "My Cause, My Cleats. Each year, during a designated week of the season, NFL players can pick a cause or organisation of their choosing to represent on a pair of custom-designed cleats worn on the field," explained the league. Adobe will offer selected players the use of its AI-based tools "to…