NHL names Adobe creative, marketing and AI partner
The league and its 32 clubs will use Adobe tools to make digital content and tailor fan communications.
The NHL and Adobe announced a partnership Monday that makes the software company the league’s official creative, marketing and AI partner. The arrangement gives the NHL and its 32 clubs access to Adobe products for making digital content and tailoring communications to fans.
The partners plan to use Adobe GenStudio to help prepare material for NHL.com, the NHL app, social platforms and advertising. Adobe Experience Platform and Journey Optimizer are intended to help the league adapt messages to fans’ interests across digital channels and in arenas.
The announcement also describes a possible future use of Adobe Express and Firefly: NHL-themed templates and image tools that fans could use to create and share their own material. That feature was presented as a possibility, not as a service already available.
David Lehanski, the NHL’s executive vice-president of innovation and growth strategy, said the agreement would help the league tell stories about its players and clubs and give fans more ways to participate. The announced uses focus on fan communications and content production.
