Adobe Secures Official AI and Technology Partnership with NHL

Global technology leader Adobe has secured a partnership with the National Hockey League (NHL), becoming the Official Creative, Marketing, and AI Partner ahead of the 2026-27 regular season rollout.

The collaboration integrates advanced enterprise artificial intelligence solutions across the league’s global operations to transform digital fan engagement, scale personalised content delivery, and streamline operational workflows for all thirty-two member clubs. By deploying Adobe CX Enterprise solutions, including GenStudio and the Adobe Experience Platform, the league aims to deepen connections with its international fanbase spanning over two hundred million supporters across one hundred and forty-seven countries.

Highlighting the cultural and drivers behind the alliance, NHL EVP of Innovation and Growth Strategy, David Lehanski, said: “The NHL’s greatest strength has always been the passion our fans bring to the game.”

“As the ways people follow sports continue to evolve, our focus is on creating experiences that feel as dynamic and compelling as the game itself.

“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.

“This partnership reflects our commitment in continuing to evolve how fans connect with the game they love,” Lehanski said.

Reinforcing the impact of the partnership, chief marketing officer and EVP of Global Marketing at Adobe, Lara Balazs, noted: “The National Hockey League has built an extraordinary connection with its fans, and Adobe is helping them take that relationship to the next level by using AI to deepen personalization and empower everyone to create.”

“With Adobe’s enterprise solutions, the League will be able to scale relevant, engaging content across every channel where fans spend their time, fueling operational efficiencies and unlocking individual creativity,” Balaz said.

The deployment of Adobe GenStudio will enable automated content supply chain management, ensuring brand compliance while accelerating the production of localised digital assets across multiple languages.

Furthermore, the integration of Adobe Journey Optimizer will provide real-time insights into consumer preferences, allowing clubs to deliver targeted messaging during marquee events such as the Stanley Cup Playoffs and international series.

Future phases of the collaboration will also explore introducing Adobe Express and Firefly generative tools to empower fans to create and share personalised sports content globally.

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