Adobe partners with NHL as official AI and marketing partner

Adobe (Nasdaq: ADBE) and the National Hockey League have announced a partnership under which Adobe will serve as an Official Creative, Marketing and AI Partner of the NHL, ahead of the 2026-27 regular season.

Under the agreement, the NHL and its 32 clubs will gain access to Adobe CX Enterprise solutions, a suite combining marketing, creativity and AI tools. The NHL claims a global fan base of over 200 million across 147 countries.

The partnership centers on three areas. Adobe GenStudio will be used to create and distribute personalized content across channels including NHL.com, the NHL app, social media and digital advertising, with the ability to adapt content for individual markets and languages. Adobe Experience Platform and Adobe Journey Optimizer will be deployed to deliver real-time fan data insights and personalized experiences across web, app, email and in-arena channels. Adobe Express, powered by Adobe Firefly, could in the future give fans AI-powered tools to create and share hockey-themed content on social media, though this element has not been finalized.

"The NHL's greatest strength has always been the passion our fans bring to the game," said David Lehanski, NHL Executive Vice President of Innovation and Growth Strategy. "Adobe will help us unlock new ways to tell the stories of our Players, Clubs and moments that define hockey, while giving fans more opportunities to be a part of it."

"With Adobe's enterprise solutions, the League will be able to scale relevant, engaging content across every channel where fans spend their time," said Lara Balazs, CMO and EVP of Global Marketing at Adobe.

The partnership will cover major NHL events including the Stanley Cup Playoffs, NHL Global Series and North American broadcasts. Financial terms of the agreement were not disclosed.

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