A new era of fandom begins as the Premier League hands creative control to supporters for Fantasy kit design and personalised content experiences development
Starting the 2025/26 Fantasy Premier League season, fans can use Adobe Express and Firefly to design custom kits and badges. Adobe’s marketing stack enables real‑time, behaviour‑driven notifications and personalised matchday content. The partnership reframes fans from passive consumers into creative collaborators and brand advocates.
Fans get creative: designing kits and badges with Adobe AI
From the 2025/26 season, Fantasy Premier League managers will gain access to Adobe Express completely integrated into the League’s new website and app to craft custom team kits and badges using simple text prompts or drag‑and‑drop templates. Powered by Adobe Firefly, a generative AI trained exclusively on licensed and public domain content, these tools ensure safe and brand compliant creations.
With features such as Generate Video and Clip Maker, fans can also produce social‑ready clips and visuals from everyday highlights, even if they have no design experience. For those interested in video creation, a good starting point might be a Beginner's Guide to Using Sora AI Video.
From fans to creators: why this matters
This isn't just a novelty; it turns fans into content creators. A supporter in Singapore, Mumbai, or Singapore could prompt “bold red tiger badge with club insignia”, choose from options, and immediately brand their FPL team and social post. Every creation becomes a personal statement and part of the league’s organic story.
In an age where peer‑created content often outperforms polished adverts, this strategy leverages fan creativity to spark genuine, global engagement across social platforms. This shift reflects a broader trend of How People Really Use AI in 2025, moving beyond passive consumption to active participation.
Data‑driven engagement: personalised alerts and campaigns
Behind the creative tools lies Adobe’s full marketing stack: Experience Platform, Real‑Time CDP, Journey Optimiser, Customer Journey Analytics, and GenStudio for Performance Marketing. These systems unify web, app, and FPL behaviour to build dynamic fan profiles and deliver content that aligns with individual preferences.
Fans receive tailored notifications, say, alerts about their favourite player’s goal, transfer news relevant to their club, or Stadium‑entry prompts when near match venues. Marketers gain attribution insights across channels, allowing smarter, more targeted campaigns. This is a prime example of how AI is Recalibrating the Value of Data in modern marketing strategies. More details on Adobe's strategy can be found in their official blog post here.
What it means for brands and marketers
Premier League chief commercial officer Will Brass explains that while fans follow for myriad reasons, Adobe tools now enable the League to deliver digital experiences that match their individual motivations. Adobe’s Rachel Thornton emphasises that fans can now “shape how they experience and share the unrivalled drama of matchday” via creative features.
For marketers, it signifies a pivot: digital fans are no longer passive endpoints but collaborators, distributors, and brand storytellers. Sponsors gain embedded visibility when fans share kits or clips carrying campaign messaging, reach and authenticity multiply.
A blueprint for AI‑powered fan engagement across Asia
Across APAC from Singapore to India, Australia to Indonesia—fantasy football, fandom and social creativity converge. Fans can now design club‑themed badges or highlight reels tailored to local league calendars, reinforcing club connection across time‑zones and devices. This initiative aligns with the growing influence of AI in the region, as discussed in APAC AI in 2026: 4 Trends You Need To Know.
For regional marketers and rights holders, this sets a precedent: embed creative tools into fan experiences, personalise content in real time, and trust fans to amplify your message authentically.
The Premier League and Adobe’s initiative marks a seismic shift in fan engagement—where fans are no longer just viewers but creators, trendsetters, and advocates. Will Asia’s sponsors and digital strategists catch up and co‑create with their audiences in the same way?
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This is a developing story
We're tracking this across Asia-Pacific and may update with new developments, follow-ups and regional context.
Latest Comments (5)
This Adobe marketing stack for real-time notifications, I wonder how they handle the data volume. In logistics, real-time alerts for 1000s of shipments are already massive. Premier League fans globally, that's a new scale. Will be interesting to see if any of their tech stacks could be applied to more complex supply chain notifications.
the Adobe Express integration for FPL kit design using text prompts sounds cool. I'm actually wondering about the backend for that because handling real-time generative AI requests for millions of users, even with Firefly's efficiency, requires some serious infra and MLOps. Imagine the queue management.
hmm "safe and brand compliant creations" sounds great on paper but translating that into actual approval workflows... that's where the fun begins. we're trying to get a simple marketing chatbot deployed and the number of layers we have to go through for tone of voice and brand guidelines is insane. imagine thousands of fans generating stuff, even with Firefly's training. i can already picture the legal team's migraines trying to sign off on every "bold red tiger badge" or whatever someone dreams up. feels like there's a huge operational iceberg under that neat Adobe integration.
this strategy of user generated content outperforming polished adverts is so true, especially in europe. our campaigns leveraging community work always perform better than anything agency-created.
the "safe and brand compliant creations" part really resonates with what we're trying to do. getting legal and compliance to sign off on any generative AI feature is a nightmare, especially for customer-facing stuff. training it on licensed and public domain content is probably the only way they got this through. good on the premier league for navigating that minefield.
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