Adobe and Real Madrid Extend Partnership to Deliver AI and Agentic-Powered Personalized Experiences to 650M Global Fans

Adobe (Nasdaq: ADBE) and Real Madrid today announced an expanded global partnership that combines AI, creativity and marketing to deliver a new level of AI-powered fan experiences for more than 650 million passionate madridistas around the globe. The collaboration builds on a shared vision to bring fans closer to the action through personalization, deepening the bond between fans, players, and the team they love.

AI capabilities in Adobe Experience Platform and Adobe GenStudio, including GenStudio for Performance Marketing and Firefly Services, will enable Real Madrid to scale content production and deliver deeper, more personalized experiences for every fan, wherever they are. With Adobe Express, fans will also be able to share their passion for Real Madrid and its players with easy-to-use branded templates for posters, banners and social media content.

"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," said . "Our partnership with Adobe allows us to deliver more creative and personalized content to every madridista while empowering them to create and share their own stories."

"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 . "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."