Adobe and the NHL Lace Up the Skates

Adobe and the National Hockey League (NHL) announced a new partnership on the eve of the 2026-27 NHL season. Adobe will provide AI technology to support to the NHL’s ambitions to grow and reach more fans. Adobe says it will provide the NHL and its fans with AI-powered tools to create new fan experiences and personalize how they interact with the NHL.

“The National Hockey League has built an extraordinary connection with its fans, and Adobe is helping them take that relationship to the next level by using AI to deepen personalization and empower everyone to create,” says Lara Balazs, CMO and EVP of global marketing, Adobe. “With Adobe’s enterprise solutions, the League will be able to scale relevant, engaging content across every channel where fans spend their time, fueling operational efficiencies and unlocking individual creativity.”

The NHL sits fourth among North American professional sports leagues in terms of annual revenue and hopes to close the NBA’s lead. Expanded engagement with fans and improved brand awareness certainly can’t hurt.