Adobe will provide AI technology to support the NHL’s global expansion, reaching more than 200 million fans in 147 countries, and enable personalized fan experiences and individual creativity across digital channels.

Adobe CX Enterprise solutions will be used to deliver timely, relevant fan experiences and activate AI across the NHL, extending engagement beyond arenas into online platforms.

The National Hockey League and Adobe announced a partnership to transform fan experiences using artificial intelligence across all touchpoints as the 2026-27 season approaches, with Adobe becoming an Official Creative, Marketing and AI Partner.

Executive statements from Lara Balazs, Adobe CMO, emphasize using AI to deepen personalization and empower fans to create, enabling scalable, engaging content across channels.

NHL executive vice president of innovation and growth strategy, David Lehanski, highlights creating dynamic experiences and expanding storytelling around players, clubs, and defining moments through Adobe’s tools.

Adobe notes that more than 20,000 brands use its solutions to deliver Customer Experience Orchestration, anticipating customer intent and ensuring relevant interactions.

Adobe already partners with other major leagues to power digital fan experiences, including MLB, NFL, and PGA Tour, with MLB as a multi-year sponsor and NFL/PGA Tour collaborations for content creation and fan engagement.

The partnership grants the NHL and its 32 clubs access to Adobe CX Enterprise solutions to drive personalized, multi-channel customer experiences and improve operational efficiency.

Fans may gain access to AI-powered creativity tools, including generative AI via Adobe Firefly and NHL-themed templates, to create and share content on social media.

Adobe Express could enable high-quality image generation for NHL fans with generative AI features and NHL-themed templates, enhancing user-generated content opportunities.