REAL MADRID and Adobe have announced an expansion of their global partnership, bringing together AI, creativity, and marketing technology to deliver a new generation of personalised experiences to more than 660 million fans worldwide. The collaboration is driven by a shared ambition to bring supporters closer to the club through deeper personalisation and richer storytelling.
The generative and agentic AI capabilities within Adobe Experience Platform and Adobe GenStudio, including GenStudio for Performance Marketing and Firefly Services will enable Real Madrid to significantly scale its content creation and tailor experiences to individual fans across the globe.
Fans will also be able to express their support through Adobe Express, which will offer intuitive, club-branded templates for posters, banners, and social media content.
Real Madrid director of institutional relations Emilio Butragueño said, “At Real Madrid, we are constantly looking for new ways to connect with our fans and make them feel part of our club, wherever they are. Our partnership with Adobe allows us to offer more creative and personalised content to all Real Madrid fans.”
Adobe Enterprise CMO Rachel Thornton shared, “For fans around the world, football is about so much more than what happens on the pitch. It’s the passion and stories of the clubs, players and fans that turn the sport from a competition into a community, and turn a 90-minute match into a way of life. Through the power of Adobe’s AI and agentic technology, Real Madrid will be able to create and share those stories with its global fan base, strengthening the connection with fans across the globe.”
