Real Madrid and Adobe extend partnership to offer fans personalised AI-powered experiences

Real Madrid and Adobe announce the expansion of their global partnership, combining AI, creativity, and marketing to deliver a new level of AI-powered experiences to more than 660 million fans worldwide. The partnership is based on a shared vision of bringing fans even closer to the action through personalisation, strengthening their bond with the players and the team.

The AI capabilities (generative and agentic) of the Adobe Experience Platform and Adobe GenStudio, including GenStudio for Performance Marketing and Firefly Services, will enable Real Madrid to scale content production and deliver closer, more personalised experiences to each fan. With Adobe Express, fans will also be able to share their passion for Real Madrid with easy-to-use branded templates for posters, banners and social media content.
Emilio Butragueño, Real Madrid Director of Institutional Relations, said of the partnership: "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."
Rachel Thornton, Enterprise CMO at Adobe, said: "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."