Adobe is building an artificial intelligence-powered content supply chain with the National Football League, aiming to cut content production that once took hours down to minutes.
Adobe said on Sept. 15 that it is working with the NFL to bring AI to the entire content process — creation, personalization and distribution — and to deepen fan engagement. The partnership is built on Adobe CX Enterprise, the company's integrated customer experience solution. The NFL and its 32 clubs can now compress content production from days to minutes and seconds, and communicate with fans worldwide in real time.
At the center of the content supply chain is Adobe Experience Manager Assets and Content Hub. The league and each club can draw on design materials stored in the hub to produce and distribute content quickly while staying within brand guidelines. Automation powered by Firefly, Adobe's generative AI tool, supports rapid creation of content at scale. Adobe Workfront links the workflow from planning through production, review and approval.
The NFL also adopted a zero-trust visibility model for the content supply chain, limiting each club's access to approved shared assets and its own content. That allows clubs to retain autonomy and protect intellectual property while collaborating on a single platform.
NFL clubs can now turn any moment on or off the field into real-time content. At live events including the NFL Draft, the league's annual player selection event, content workflows connect directly to NFL data, so information and images of drafted players are automatically reflected in creative assets. Production that previously took three hours now takes four to five minutes. Ahead of the 2026-2027 season, the NFL plans to expand multilingual content to deliver fan experiences localized by market.
"Building great NFL content is like leading a great NFL team," said Chi Ogbuehi, NFL vice president of marketing technology and consumer products. The real-time visibility gained through Adobe's AI-powered content supply chain is bringing the league steadily closer to that goal, the executive said.
