Adobe said on the 1st it will expand its global partnership with Real Madrid based on artificial intelligence (AI) and creative technology. The two sides plan to strengthen personalized, fan-based experiences for more than 650 million fans worldwide.
Real Madrid will use AI-based features such as GenStudio for performance marketing, Firefly services, and Adobe Experience Platform to advance content creation and expand personalized fan experiences. Adobe Express will offer dedicated templates so fans can create posters, banners, and social content.
Emilio Butragueño, Real Madrid's director of institutional relations, said, "Real Madrid is exploring a variety of ways to connect with fans around the world," and added, "Through our collaboration with Adobe, fans can now create and share personalized content."
Rachael Thornton, Adobe's chief marketing officer (CMO) for enterprise, said, "For many fans, soccer means more than just a game," and added, "With Adobe's artificial intelligence and agentic technology, Real Madrid will be able to strengthen engagement with fans in a variety of ways."