The NFL and Adobe (ADBE) are deepening their ties across the league’s various apps in a bid to get the attention of younger fans ahead of the 2025 NFL Draft on April 24. The announcement includes more personalized user experiences across the league’s various apps and enhanced options for sharing clutch plays across social media.

“It's that generation of folks who are multi-screen, multi-modal, very social and really being able to give them the content and the experiences to make how they how they engage with and experience [the] NFL that much deeper and that much richer,” explained Adobe Enterprise senior vice president and CMO Rachel Thornton.

The partnership, part of the NFL’s Innovation Hub, packs NFL-themed templates into Adobe Express for sharing across users’ social media platforms and an updated version of the NFL OnePass app that can actively provide users with information like deals on jerseys and other apparel while at a team’s stadium.

“What was really exciting about working with the NFL and thinking about this partnership is, how do they take that fan experience to the next level, across all their touch points, but also looking into the future, especially with audiences who will be on multiple screens, multiple devices, how do you bring experience that is sort of like the red thread that runs through all of those devices to make it really cool,” Thornton said.

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Under the new deal, Adobe will provide the NFL’s social media-focused Live Content Correspondents with access to its Creative Cloud products, allowing them to capture, edit, and share gameday content across various social media platforms. The NFL has been using LCCs since 2017 as a means of capturing everything from major plays on the field to player conversations before and after games.

“As fandom continues to reach all-time heights and consumer preferences continue to change and evolve, the way we connect with them needs to evolve as well,” explained Chi Ogbuehi, vice president of marketing technology and consumer products at the NFL.

"And so our fans expect more immersive, personalized experiences ... And being able to deliver that level of great engagement requires a new recipe."

When you get to the stadium, Ogbuehi said, you’ll scan your ticket or QR code, letting OnePass know you’re there. That will trigger different types of tailored experiences based on your preferences, whether that’s special offers or unique welcome messages if it’s your first time at a particular facility.

The partnership will also allow the NFL to take advantage of generative AI technologies, including agents that will help the NFL customize how it supports fans around games and deliver more personalized content.

“If I think about my son, who's a huge football fan and he's 16, he engages across a lot of different screens. So it could be a laptop, could be connected TV, but he's also on social media,” Thornton said.

“This is definitely the generation we're talking to. How is he engaging with the content? Whether it's live, whether it's after the game and he's seeing it on [social media], or whether it's during the game and he's sharing it with his friends.”

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Email Daniel Howley at dhowley@yahoofinance.com. Follow him on X at @DanielHowley.

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