NHL names Adobe official partner for AI-driven fan personalization

The National Hockey League named Adobe its Official Creative, Marketing and AI Partner on Sept. 28, 2026, in a multiyear agreement covering the league and its 32 clubs ahead of the 2026-27 season. Adobe will provide GenStudio, Experience Platform, Journey Optimizer, Express and Firefly for content and personalization across NHL.com, the NHL app, social media, email, digital advertising and in-arena experiences. The NHL has over 200 million fans across 147 countries. David Lehanski, NHL executive vice president of innovation and growth strategy, said the focus is on experiences as dynamic as the game and that Adobe will unlock new ways to tell stories of players, clubs and moments while giving fans more chances to take part. Lara Balazs, Adobe EVP of global marketing, said Adobe will use AI to deepen personalization and help the league scale engaging content across channels where fans spend their time. No factual disputes were found among sources. Adobe Express and Firefly tools for fan-created hockey content are described as a future possibility, not yet live. The partnership spans the Stanley Cup Playoffs, NHL Global Series, North American events and game broadcasts. Financial terms were not disclosed.