Premier League lets fans AI-generate their own custom kits

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The Premier League is set to transform the global fan experience with a multi-year initiative focused on personalised, AI-powered content and creative tools. A key feature of this push is enhanced Fantasy Premier League customisation and real-time engagement, offering fans new ways to connect, create, and share content tailored to their interests and allegiances.

Unveiled at Adobe Summit London, the programme will leverage advanced AI technologies including generative tools integrated across the League’s digital platforms to serve its 1.8 billion fans worldwide. The partnership with Adobe provides the creative and marketing technology backbone to power these innovations.

Starting from the 2025/26 season, Fantasy Premier League managers will be able to use Adobe Express, which will be embedded into the League’s new website and app, to design custom kits and badges for their teams using exclusive templates.

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Powered by Firefly, Adobe’s commercially safe AI model trained on licensed and public domain content, the tools let fans generate images, edit photos, and create social-ready clips with simple prompts.

Fans will also receive more tailored content experiences thanks to Adobe’s marketing tech stack. Tools such as Adobe experience platform, Real-time CDP, Journey optimiser and GenStudio will allow the League to deliver hyper-personalised notifications, campaign content, and real-time matchday alerts based on fans’ behaviour, location, and preferences.

On the back end, the League’s digital marketing teams can now create personalised campaigns at scale, while gaining clearer visibility into fan interactions across web, app, and email. This includes improved attribution capabilities, more granular engagement tracking, and data-driven insights into which content formats, such as player-specific highlight reels, are most effective in driving fan loyalty.

"The Premier League is followed by millions of fans around the world — all of whom have very different reasons for doing so. Adobe is a global leader in digital experiences and creativity, and this exciting partnership provides us with the tools to better understand and deliver what our fans need and want digitally, ensuring we can provide the best of the Premier League directly to them," said Will Brass, chief commercial officer at the Premier League.

"Our partnership aims to enrich the fan experience and providing them with new creative ways to express their passion for the league," he added.

According to Adobe, the partnership positions the Premier League to build a more intelligent fan journey, one that spans creative self-expression, real-time behavioural engagement, and long-term brand loyalty.

“Adobe AI technology is empowering passionate fans to shape how they experience and share the unrivalled drama of matchday, through real-time news updates and fan-created content that stands out on social media, thanks to the creative magic of Adobe Express, the quick and easy content creation app,” said Rachel Thornton, chief marketing officer, enterprise at Adobe.

She added, “Bringing the power of Adobe to the most watched football league in the world, fans have new AI-powered ways to engage and experience the moments that matter, and the creative capabilities to express their love of the game.”

The partnership also aligns with Adobe’s broader push to reframe the marketer’s role in the age of AI. As AI reshapes how brands connect with customers, Adobe’s ANZ managing director Katrina Troughton has urged marketers to step into a more strategic role, one that fuses creativity, technology, and trust to orchestrate customer experiences at scale.

Speaking to MARKETING-INTERACTIVE at Adobe’s Sydney Summit earlier this month, Troughton called this a “massive opportunity” for CMOs to move from brand stewards to orchestrators of dynamic, AI-powered customer journeys.

“CMOs are the owners of customer trust,” she said. “And they’re increasingly expected to be the owners of business growth. They should not be cut out of the conversation, they should be key contributors and part of the management group steering future growth.”

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