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NFL, Adobe Scale Personalized Content in Partnership’s Second Year

In year two with Adobe, the NFL is piloting AI-assisted content workflows with clubs and scaling multilingual campaigns for international fans.

by SportsBiz AI

Updated October 01, 2026

The league is piloting a shared content system with clubs as it expands multilingual marketing across international markets.

The NFL and Adobe are moving into the second year of their official AI and marketing partnership with a focus on producing localized, personalized content at league scale. The work includes a content system being piloted with teams and a planned expansion of multilingual production for the 2026–27 season, according to Marketing Brew and an Adobe case study.

The two organizations announced their official partnership in April 2025 after more than a decade of working together. The arrangement gives the league and all 32 clubs access to Adobe Experience Platform and related tools for audience development, creative production, campaign delivery and measurement.

A Sunday tune-in campaign illustrates the volume involved. Adobe said roughly 6,000 initial assets can become more than 89,000 versions across 15 languages and more than 356,000 when adapted across experiences. Chi Ogbuehi, the NFL’s vice president of marketing technology and consumer products, told Marketing Brew that a campaign once requiring a few thousand assets can now require hundreds of thousands of variations. Those figures describe content variants, not fan reach or engagement results.

The league’s new system uses approved templates and self-service tools to let marketers produce versions for different clubs, channels and audiences. Adobe identified Experience Manager Assets, Firefly and Workfront as components for managing assets, automating variations and coordinating approvals. The system uses access controls designed to keep clubs from viewing one another’s work, Ogbuehi told Marketing Brew.

“Scale is everything for our marketing teams.” — Chi Ogbuehi, Vice President of Marketing Technology and Consumer Products, NFL

The international push follows the league’s first regular-season game in Australia, a September matchup between the San Francisco 49ers and Los Angeles Rams in Melbourne. The NFL scheduled nine international games across four continents in 2026. Adobe said the league plans to increase multilingual content production as that schedule expands.

The partners have not publicly disclosed the financial terms of the official partnership or a league-wide measure of incremental fan engagement attributable to the new content workflow.