Real Madrid taps Adobe to supercharge global fan experiences with AI

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Adobe has expanded its global partnership with Real Madrid as the club looks to scale content creation and deepen personalisation for more than 650 million fans worldwide.

The collaboration will see Real Madrid use Adobe Experience Platform and Adobe GenStudio, including GenStudio for performance marketing and Firefly services, to ramp up production of on-brand content across its social channels, Real Madrid TV and its official app. The tools will support the club’s push to deliver content that feels local, relevant and tailored for individual fans.

Adobe said the AI-powered workflow will automate complex creative processes, maintain brand consistency and optimise assets based on performance. Firefly services will also streamline the production of asset variants, automating repetitive tasks to enable large-scale personalisation.

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In addition, Real Madrid’s marketing team will tap new agentic capabilities in Adobe Experience Platform Agent Orchestrator to analyse and optimise customer journeys through conversational interfaces. Using tools such as Journey Agent, the team will be able to surface points of abandonment, resolve conflicts and recommend the right content for fans on the right channel.

Fans will also gain access to exclusive Real Madrid-branded templates in Adobe Express, enabling them to design posters, banners and social content tied to the club and its players.

The announcement builds on both organisations’ shared ambition to strengthen engagement between fans and the team through creativity, AI and personalisation.

“For the billions of fans around the world, football is about much more than just what happens on the pitch. The passion and stories from clubs, players and fans are what transform sport from competition to community, and from a ninety-minute match to a way of life,” said Rachel Thornton, CMO, Enterprise at Adobe.

She added, “With the power of Adobe’s AI and agentic technology, Real Madrid will be able to create and share more of those stories with its global fanbase, deepening the connection with every fan, in every country.”

In tandem, Emilio Butragueño, director of institutional relations at Real Madrid said, "We are constantly looking for new ways to connect with our devoted fans and make them feel part of our legendary club, wherever they are in the world. Our partnership with Adobe allows us to deliver more creative and personalised content to every madridista while empowering them to create and share their own stories.”

As clubs sharpen their focus on global fan engagement, other major teams are also strengthening their commercial ties. Earlier this month, Liverpool FC and The Coca-Cola Company renewed their multi-year partnership to boost fan engagement and expand support for LFC Women. Since 2020, the pair has rolled out fan-first activations such as “Christmas carpool”, one of the club’s most-engaged branded content initiatives.

The extended deal includes deeper integration at Anfield, continued pouring rights across Coca-Cola’s beverage portfolio and new experiences designed to bring fans closer to the club.

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