Adobe and Real Madrid have entered into a new phase of their partnership, with a focus on artificial intelligence (AI) tools and content personalisation to serve the club's global fan base. The collaboration will see Real Madrid use Adobe's marketing and AI capabilities to evolve its digital content strategy, catering to more than 650 million supporters around the world.
Personalised engagement
Real Madrid will use Adobe GenStudio and Adobe Experience Platform to improve how it creates and delivers branded content. The technologies will allow the club to produce a higher volume of materials, tailored to different regional audiences and delivered across digital channels such as Real Madrid TV, social media, and the club's app. Adobe's AI capabilities are designed to support the creation and distribution of personalised fan experiences at scale.
GenStudio incorporates generative artificial intelligence workflows to automate marketing and creative processes. This is intended to ensure that campaigns maintain brand consistency, regardless of the platform used. The workflow centralises content activation and performance analytics, giving Real Madrid's marketing team a single environment for campaign management.
Agentic AI in marketing
Adobe's generative AI and agentic technology will be used to simplify routine creative tasks and support content personalisation. Firefly Services is expected to speed up asset production, enabling multiple variants of graphics and videos tailored for specific audiences. Adobe Experience Platform's new agentic capabilities provide marketers with tools to analyse fan interactions, detect points where engagement drops, and optimise journeys for improved connection with fans.
According to Real Madrid, the tools are intended to deepen fan engagement and foster a sense of belonging, regardless of geographic location. The technologies also offer marketers the ability to resolve content delivery issues in real time, ensuring relevant materials reach supporters at moments when they are most likely to engage.
Creative access for fans
The partnership includes expanded opportunities for fans to participate directly in the creation and sharing of content. Adobe Express will offer exclusive templates, allowing fans to quickly design Real Madrid themed posters, banners, and social media materials. These resources are intended to make brand assets accessible for non-professional users, supporting the expression of fan identity and community participation.
This element reflects trends among football clubs to empower supporters beyond passive involvement, enabling them to contribute actively to their club's online presence.
"At Real Madrid, we are constantly looking for new ways to connect with our devoted fans and make them feel part of our legendary club, wherever they are in the world. Our partnership with Adobe allows us to deliver more creative and personalized content to every madridista while empowering them to create and share their own stories," said Emilio Butragueño, Director of Institutional Relations, Real Madrid.
"For the billions of fans around the world, football is about much more than just what happens on the pitch. The passion and stories from clubs, players and fans are what transform sport from competition to community, and from a ninety-minute match to a way of life. With the power of Adobe's AI and agentic technology, Real Madrid will be able to create and share more of those stories with its global fanbase, deepening the connection with every fan, in every country," said Rachel Thornton, CMO, Enterprise, Adobe.
