Real Madrid C.F. and Adobe have significantly extended their partnership, designating Adobe as the club’s Official Fan Experience and Creativity Partner. This expanded global deal will leverage Adobe’s AI and agentic technology. It will deliver personalized fan experiences to the club’s massive 650 million global fanbase.
The partnership focuses on deploying tools like Adobe GenStudio and Adobe Experience Platform to increase content production. It aims to shift away from generic messaging. The goal is to empower madridistas (fans) to create their own branded content using Adobe Express.
This initiative sets a new standard for how sporting organizations engage their global fanbases.
3 Key Takeaways
- Hyper-Personalization at Scale: Real Madrid is using Adobe’s AI capabilities. These include Firefly Services and agentic technology. They create and share highly personalized content with fans in every country. This deepens the connection beyond just the match.
- GenStudio for Content Velocity: The club is deploying Adobe GenStudio and Adobe Experience Platform. This deployment will dramatically scale its content creation. It will meet the massive demand for videos, graphics, and stories across social channels and Real Madrid TV.
- Fan Empowerment with Adobe Express: The partnership offers quick ways for madridistas to create their own Real Madrid branded content. It provides easy methods for sharing these creations. They can use Adobe Express to achieve this. This transforms fans from passive consumers to active participants in the club’s story.
Adobe’s Role: Official Fan Experience and Creativity Partner
The extended agreement formalizes Adobe’s role as the key partner. Adobe is responsible for driving creativity across Real Madrid’s massive digital ecosystem. It is also tasked with fan engagement.
Deepening the Global Fan Connection
The partnership is strategically focused on finding new ways to connect with the club’s devoted fans. It aims to make them feel part of the legendary club, wherever they are in the world. Adobe provides the technological foundation to deliver more creative and personalized content to every madridista.
Setting New Standards for Sporting Organizations
The collaboration has set a new standard for how sporting organizations engage their global fanbases. It shifts from broadcasting generic messages to building personal conversations. The expansion with AI takes these capabilities to the next level.
“At Real Madrid, we are always seeking new ways to connect with our devoted fans. We aim to 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. It empowers them to create and share their own stories.”
— Emilio Butragueño, Director of Institutional Relations at Real Madrid. [Source: AdobeNews]
AI and Agentic Technology in Content Delivery
The core of the technology solution involves leveraging Adobe’s AI. This allows for deeper personalization. It also enables massive content creation at scale.
Custom Content Generation at Scale
The deal adds Adobe’s newest generative AI systems to Madrid’s existing digital framework. This gives the club the ability to churn out customized content at scale. This includes content for social channels, Real Madrid TV, and the club’s app. The club is using Adobe AI and agentic tools. They create and deliver a high volume of content. This is needed to engage fans globally.
The Power of Stories and Community
AI helps the club focus on the “passion and stories.” These elements transform the sport from competition to community. By creating and sharing more of those stories with its global fanbase, Real Madrid deepens its connection with every fan.
“With the power of Adobe’s AI and agentic technology, Real Madrid can create more stories. They will be able to share these stories with its global fanbase. This will deepen the connection with every fan in every country.”
— Rachel Thornton, Enterprise CMO at Adobe. [Source: RealMadrid]
Technical Function: Adobe Experience Platform and Data
The partnership leverages the Adobe Experience Platform (AEP) as the core technology to unify fan data. It also delivers real-time personalized fan experiences.
Unifying Fan Data
Real Madrid can now use Adobe’s Experience Platform and GenStudio to manage and synthesize fan data. This will increase content production. It will also offer individualized experiences for its vast 650 million fans worldwide. The platform acts as the central brain, ensuring that every interaction is informed by the fan’s behavior and preferences.
GenStudio for Content Velocity
The club is leveraging GenStudio for Performance Marketing to accelerate content creation and streamline production workflows. This generative AI system, along with Firefly Services, allows the club to churn out a high volume of customized content necessary for global engagement
Fan Empowerment: Creativity with Adobe Express
As the Official Fan Experience and Creativity Partner, Adobe is helping the club create content. Adobe is also equipping fans with tools to express their passion.
Sharing Passion with Branded Content
The partnership provides madridistas with new ways to create Real Madrid branded content. These techniques are quick and easy. Fans can share their passion for the club using Adobe Express. Adobe Express offers a fast, template-driven way for fans to join in the narrative.
From Consumption to Creation
Fans can create and share their own stories. This participation makes them feel more directly part of the legendary club. This model of fan empowerment allows the club to connect with its devoted global fanbase more deeply.
Personalized Fan Experiences for the Global Fanbase
With over 650 million fans worldwide, Real Madrid faces the challenge of maintaining relevance across diverse cultures and languages.Adobe’s AI is key to solving this scale issue.
Hyper-Personalization for Individuals
The expansion takes the club’s digital capabilities to the next level with Adobe’s AI and agentic technologies powering deeper personalization. This guarantees that each fan receives personalized videos and customized digital experiences. These are tailored to their specific data profile and preferences.
Driving Deeper Connection
The club aims to deepen the connection with every fan in every country. It leverages Adobe’s AI power to create and share more relevant stories. This commitment to individualized experiences helps transform the sport from a ninety-minute match to a way of life.
“Our partnership with Adobe allows us to offer more creative and personalised content to all Real Madrid fans.”
— Emilio Butragueño, Real Madrid Director of Institutional Relations. [Source: RealMadrid]
Community Reactions on X
Excitement for Creativity and Fan Experience
“Incredible! A long-term partnership like this will bring amazing creative experiences for fans.”
Financial and Strategic View
Despite the advancements, some developers have noted that the model still struggles with accuracy in specific coding scenarios. This is especially true when compared to competitors.
“Exciting move for $ADBE as they leverage AI to enhance fan engagement with Real Madrid. This partnership could boost their revenue growth potential, especially as they aim to recover from recent performance challenges. With solid fundamentals and innovative strategies, ADBE might be primed for a turnaround in the evolving digital landscape.”
Concern Over Business Focus
“The hierarchy is too busy signing deals and brands while the club is dying and the players are throwing the new manager under the bus. We have become a business, not a football club.”
Action Points — How to Use This Information
- Benchmark Personalization: Evaluate your organization’s current ability to deliver personalized content. Make sure it meets the scale required for your global fanbase. Find gaps that AI can fill.
- Explore Adobe Express Integration: If you manage a brand with a large community, consider offering branded content templates. You can supply these via Adobe Express. This empowers fans to create and share their own stories. It turns consumers into creators.
- Audit Content Velocity: Use the Adobe GenStudio model as inspiration. Audit your content production workflows. Assess where generative AI systems can increase velocity to meet high demand across multiple channels (app, social, TV).
- Shift Messaging Strategy: Adopt a personal conversations approach. Move away from generic broadcasting. Use data and AI to foster deeper connections with individual fans.
FAQs on Adobe and Real Marid Partnership
- Does Adobe sponsor Real Madrid?
Yes, Adobe is the Official Fan Experience and Creativity Partner of Real Madrid.
- How does Real Madrid use AI?
Real Madrid uses Adobe’s AI to generate personalized content at scale. It helps improve their marketing workflows. This enables deeper fan engagement globally.
- What is the Adobe Experience platform used for?
Real Madrid uses Adobe Experience Platform to increase content production. It provides personalized experiences for its 650 million fans worldwide.
- What is Adobe GenStudio?
Adobe GenStudio is being used for performance marketing to accelerate content creation and delivery, particularly customized graphics and videos.
- What is Adobe Express used for in the partnership?
Adobe Express is used to give madridistas with quick and easy ways to create and share Real Madrid branded content.
- What is agentic technology?
Agentic technology refers to advanced AI systems. These systems can execute multi-step tasks autonomously. It powers deeper personalization for Real Madrid’s global fanbase.
- How many fans does Real Madrid have globally?
The club has over 650 million fans worldwide that the partnership targets.
Further Reading
Official Sources:
- Adobe and Real Madrid Extend Partnership
- Real Madrid and Adobe Extend Collaboration to Offer Personalized Experiences Driven by AI
- Real Madrid and Adobe Renew Fan Experience and Creativity Partnership
More Applied AI use cases:
- AI in Retail at Levi Strauss: Meet the Levi’s Super-Agent
- 10 Insights from Athens Summit with Greek PM Kyriakos Mitsotakis and DeepMind CEO Demis Hassabis
- How OpenAI Critterz Makes Filmmaking Accessible To Independent Animators
- OpenAI and Mattel AI Toys Experience: Risks and Opportunity
- How Chipotle AI Cuts Hiring Time by 75% and automates operations
- Google Cloud AI for McDonald’s – Risks and Customer Experience Efficiency
- Nvidia Humain Partnership: Role in Saudi Arabia’s AI Vision 2030
- AI Therapy Bots Reach Psychology’s Gold Standard [Therabot]
We share latest AI trends reports that highlight how AI is being adopted across industries on ground –> shared once a month:
This blog post is written using resources of Merrative. We are a publishing talent marketplace that helps you create publications and content libraries.
Get in touch if you would like to create a content library like ours. We specialize in the niche of Applied AI, Technology, Machine Learning, or Data Science.
Leave a Reply