Madrid, Spain – Adobe has expanded its global partnership with Real Madrid, leveraging AI, creativity, and marketing to deliver personalised fan experiences for over 650 million madridistas worldwide.
As the club’s official Fan Experience and Creativity Partner, Adobe will provide fans with new ways to create Real Madrid–branded content and share their passion through Adobe Express.
Emilio Butragueño, director of institutional relations at Real Madrid, said, “At Real Madrid, 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.”
AI capabilities in Adobe Experience Platform and Adobe GenStudio—including GenStudio for Performance Marketing and Firefly Services—will allow Real Madrid to scale content production and deliver more personalised experiences across social channels, Real Madrid TV, and the club’s app.
Adobe GenStudio will power the club’s content supply chain, automating creative and marketing processes to produce on-brand campaigns at scale. GenStudio for Performance Marketing centralises content creation and performance metrics, while Firefly Services automates asset variants and repetitive tasks to enable personalised content at scale.
Agentic AI capabilities in Adobe Experience Platform will further enhance fan personalisation. Tools like Journey Agent help marketers analyse and optimise fan journeys, quickly resolving conflicts or identifying drop-off points to ensure the right content reaches the right fan at the right moment.
Adobe Express also gives madridistas creative freedom, enabling fans to design posters, banners, and social media content with ease. This initiative transforms spectators into storytellers, allowing fans worldwide to actively participate in the club’s global narrative.
The collaboration aims to bring fans closer to the action, deepening the connection between supporters, players, and the team. Adobe’s tools will help the club maintain brand consistency while optimising content for performance.
“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.
“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,” she added.
