Real Madrid and Adobe Extend Global Partnership to Deliver AI-Powered Personalised Fan Experiences.

Roger Hampel

Image: Real Madrid

Real Madrid and Adobe have announced an expanded global partnership focused on deploying advanced AI technology to personalise digital experiences for the club’s worldwide fan base. The collaboration integrates Adobe’s latest generative and agentic AI capabilities into Real Madrid’s content, marketing, and fan-engagement ecosystem — a move positioned as a strategic evolution within the club’s broader digital transformation efforts.

The initiative targets the club’s reported 660 million global followers, reinforcing Real Madrid’s push to remain at the forefront of fan-experience innovation among elite sports organisations.

AI and Agentic Systems at the Centre of the New Partnership

The expanded agreement will see Real Madrid adopt Adobe Experience Platform and Adobe GenStudio, including tools used for large-scale content automation, generative content development, personalisation workflows and campaign optimisation.

Adobe’s Firefly Services, GenStudio for Performance Marketing and Adobe Express will allow Real Madrid to:

• streamline content creation across multiple markets,

• produce personalised assets at scale,

• adapt messaging and visual material instantly for different regions and fan segments,

• and enable fans to create official-themed graphics, banners and social media content using club-branded templates.

For Real Madrid, the integration of agentic AI — systems that can autonomously generate, adapt and optimise content — is intended to create a more direct, localised and emotionally relevant fan experience, regardless of geographic distance.

Strategic Positioning: Real Madrid Expands Its Digital Ambition Real Madrid Adobe

Real Madrid Director of Institutional Relations Emilio Butragueño stated that the club’s priority is to strengthen the emotional connection with fans “wherever they are,” emphasising that digital engagement is now a core pillar of the club’s global strategy.

The initiative builds on several years of investment in digital infrastructure, including enhancements to the club’s media production capabilities and the integration of technology into the redesigned Santiago Bernabéu.

For elite clubs with global audiences, the challenge is no longer distribution — it is relevance at scale, an area where AI personalisation has become central.

Adobe’s Perspective: Football as a Global Storytelling Platform

Adobe Enterprise CMO Rachel Thornton framed the partnership as a natural evolution of the intersection between sport, creativity and narrative-driven engagement. She argued that football’s cultural power extends beyond match action and is rooted in the stories of clubs, players and communities — stories that AI can help shape, personalise and deliver worldwide.

For Adobe, Real Madrid provides a high-intensity testbed for large-scale generative AI deployment across multiple channels, markets and languages.

Industry Context: AI Becomes a Core Asset in Global Fan Engagement

The extension of the Real Madrid–Adobe partnership comes as elite clubs increasingly integrate AI into content distribution, data-driven marketing and personalised fan experiences.Across European football, clubs are adopting generative AI to support:

• regionalised content strategies,

• automated social media localisation,

• personalised matchday experiences,

• e-commerce optimisation,

• and large-scale fan-community engagement.

Real Madrid’s renewed agreement places the club among the early adopters applying agentic AI systems at global scale — a model expected to become more common as top clubs compete not just on sporting performance but on digital experience maturity.