Real Madrid and Adobe have announced the expansion of their global alliance – effective from the end of 2021 – with the aim of transforming the way in which the club relates to its more than 650 million fans around the world. With the combined use of generative and agentic artificial intelligence, the collaboration will allow content production to be scaled, personalize experiences and empower the white club’s followers so that they can also create and share their own stories.
As part of this expansion, Real Madrid will integrate Adobe GenStudio, Firefly Services and Adobe Experience Platform into its digital infrastructure. These tools will allow you to automate creative processes, optimize content based on performance and develop personalized user journeys, all while maintaining brand coherence across the different channels of the club’s digital ecosystem, such as Real Madrid TV, the official app or social networks.
“Our alliance with Adobe allows us to offer more creative and personalized content to all Madrid fans”
“At Real Madrid, we are constantly looking for new ways to connect with our loyal fans and make them feel part of our legendary club, wherever they are in the world”said Emilio Butragueño, Director of Institutional Relations at Real Madrid. “Our alliance with Adobe allows us to offer more creative and personalized content to all Madrid fans, while empowering them to create and share their own stories.”
With the Adobe GenStudio platform, the club will be able to scale its content supply chain and automate marketing campaigns and creative production at scale. Through Firefly Services, the generation of visual variants will be facilitated through AI, which reduces repetitive tasks and allows messages to be adapted to different audiences. On the agentic side, Adobe Experience Platform Agent Orchestrator will make it easier for marketing teams to manage individual journeys with conversational interfaces. This technology allows us to detect friction points in real time, recommend specific content and ensure that each fan receives the right message, at the right time and on the right channel.
Beyond the professional environment, Adobe will also enable hobbyists themselves to become content creators. Through Adobe Express, fans will be able to access design templates with Real Madrid brand identity to generate posters, posters and personalized publications that they can share on their social networks. This functionality turns the audience into a narrator, reinforcing the sense of belonging to the global Madrid community.
“Thanks to the power of AI and Adobe’s agentic technology, Real Madrid will be able to create and share more stories with its global fan base, strengthening the connection with each of them in each country”said Rachel Thornton, Chief Marketing Officer for Adobe’s Enterprise segment.
The alliance reinforces the club’s strategic focus on innovation, while establishing Adobe as a key technology partner to scale brand experiences in the global sports and entertainment ecosystem.
More info: Adobe x Real Madrid
