NHL names Adobe official partner for AI-driven fan personalization

The NHL has named Adobe its official creative, marketing and AI partner ahead of the 2026-27 season, with a multiyear agreement providing the league and its 32 clubs access to Adobe’s marketing and creative tools. The partnership will link AI-assisted content production with fan data to personalize experiences across NHL.com, the league app, social media, email, advertising and other channels, including by tailoring content and promotions to fans’ interests. Adobe Express and Firefly may also let fans create and share hockey-themed content, though the league describes these capabilities as a future possibility. The NHL says the effort is intended to strengthen fan engagement and support its global reach; financial terms were not disclosed.