Adobe and the Premier League Kick Off a Creative Revolution for Global Fanbase

LONDON--(BUSINESS WIRE)--Jul 10, 2025--

Today at Adobe Summit London, Adobe (Nasdaq: ADBE) and the Premier League announced a multi-year partnership to bring new AI-powered personalised digital experiences to fans around the world and provide new opportunities for fans to express their creativity. Adobe's creativity, marketing and AI technology is central to the Premier League’s digital transformation and is unlocking new ways for fans to create and share Premier League content, engage with their Fantasy Premier League teams and enjoy more personalised digital experiences.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250709809890/en/

Adobe’s partnership with the Premier League will bring the League’s 1.8 billion fans around the world closer to their favourite clubs, players and moments through personalised experiences based on their unique interests. As part of the Premier League’s digital transformation, Adobe Express – the quick and easy content creation app powering fan engagement – and Firefly generative AI, will give fans new ways to create and share Premier League content and enhance their digital and Fantasy Premier League experience.

Adobe Express will be seamlessly integrated into the Premier League’s new website and app for the 2025/26 Fantasy Premier League season. Designed to be commercially safe, Firefly is only trained on a dataset of licensed content with permission, such as Adobe Stock, and public domain content where copyright has expired. Firefly features, powering Adobe Express, enable fans to easily design unique badges and kits for their favourite Fantasy Premier League teams and share their passion with the world.

Fantasy Premier League managers and Premier League fans will be able to showcase their passion beyond the game to create and share standout social content with exclusive Premier League templates in Adobe Express. Adobe Express takes fan-created content to the next level; easy-to-use AI-powered features, such as Generate Video and Clip Maker, let fans create images and videos from a simple prompt, including long-form videos which they can automatically cut them down into short, attention-grabbing clips made for social. Fans can also edit their own images with AI, using Insert or Remove Object to add new elements to photos or to remove clutter.

As the most followed football league in the world, the Premier League is watched in 900 million homes across 189 countries. Each fan has their own unique connection to clubs and players – and their own preferred way of following the action on the pitch, on matchdays and throughout the season. With Adobe Experience Platform, AI Agents and applications including Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, Adobe Customer Journey Analytics and Adobe GenStudio for Performance Marketing, the Premier League will bring together a fan’s preferences from across its entire digital ecosystem. This will enable a richer, more connected understanding of every fan’s needs, giving the Premier League the ability to create and optimise the experience across every interaction.

“Adobe AI technology is empowering passionate fans to shape how they experience and share the unrivalled drama of matchday, through real-time news updates and fan-created content that stands out on social media, thanks to the creative magic of Adobe Express – the quick and easy content creation app,” said Rachel Thornton, CMO, Enterprise at Adobe. “Bringing the power of Adobe to the most watched football league in the world, fans have new AI-powered ways to engage and experience the moments that matter, and the creative capabilities to express their love of the game.”

“The Premier League is followed by millions of fans around the world – all of whom have very different reasons for doing so,” said Will Brass, Chief Commercial Officer at the Premier League. “Adobe is a global leader in digital experiences and creativity, and this exciting partnership provides us with the tools to better understand and deliver what our fans need and want digitally, ensuring we can provide the best of the Premier League directly to them. Our partnership aims to enrich the fan experience and providing them with new creative ways to express their passion for the league.”

As part of the partnership, Adobe will enable the Premier League to:

About Adobe

About the Premier League

The Premier League produces some of the most competitive and compelling football in the world. The League and its clubs use the power and popularity of the competition to inspire fans, communities and partners in the UK and across the world. The Premier League brings people together from all backgrounds. It is a competition for everyone, everywhere and is available to watch in 900 million homes in 189 countries.

Note for editors: This press release contains forward looking statements, including those related to Adobe’s future product plans, which involve risks and uncertainties that could cause actual results to differ materially. For a discussion of these and other risks and uncertainties, individuals should refer to Adobe's SEC filings. Adobe does not undertake an obligation to update forward looking statements.

© 2025 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners.

Fantasy Premier League fans can create their own personalised team badges - powered by Adobe Express.

Create matchday moments using Premier League templates in Adobe Express.

Adobe and the Premier League Kick Off a Creative Revolution for Global Fanbase

TEHRAN, Iran (AP) — U.S. President Donald Trump on Sunday made expletive-filled threats against Iran and its infrastructure if it doesn't open the Strait of Hormuz by his Tuesday deadline, after American forces rescued a wounded aviator whose Iran-downed plane fell behind enemy lines.

A defiant Iran struck infrastructure targets in neighboring Gulf Arab countries and threatened to restrict another heavily used regional waterway, the Bab el-Mandeb Strait off the Arabian Peninsula.

Trump on social media vowed to hit Iran’s power plants and bridges and said the country would be “living in Hell” if the Strait of Hormuz, crucial for global trade, isn’t opened. He ended with “Praise be to Allah.”

Trump has issued such deadlines before but extended them when mediators have claimed progress toward ending the war, which has killed thousands, shaken global markets and spiked fuel prices in just over five weeks.

“It seems Trump has become a phenomenon that neither Iranians nor Americans are able to fully analyze,” Iranian Culture Minister Sayed Reza Salihi-Amiri told visiting Associated Press journalists in an interview in Tehran, adding that the U.S. president “constantly shifts between contradictory positions.”

Both sides have threatened and hit civilian targets like oil fields and desalination plants critical for drinking water. Iran’s U.N. mission called Trump’s threat “clear evidence of intent to commit war crime.”

Iran’s joint military command warned of stepped-up attacks on regional oil and civilian infrastructure if the U.S. and Israel attack such targets there, according to state television.

The laws of armed conflict allow attacks on civilian infrastructure only if the military advantage outweighs the civilian harm, legal scholars say. It’s considered a high bar to clear, and causing excessive suffering to civilians can constitute a war crime.

An intense search followed Friday's crash of the F-15E Strike Eagle, while Iran promised a reward for the “enemy pilot.” It was the first known American aircraft to crash in Iranian territory since the U.S. and Israel launched the war on Feb. 28.

Trump said that the service member was “seriously wounded and really brave” and rescued from “deep inside the mountains" in an operation involving dozens of armed aircraft. He said a second crew member was rescued in “broad daylight” within hours of the crash.

A senior U.S. administration official said that before locating the second aviator, the CIA spread word inside Iran that U.S. forces had found him and were moving him out, creating confusion for Iranians. The official spoke on the condition of anonymity to discuss details not yet made public.

Iran also shot down another U.S. military plane Friday, demonstrating the perils of the bombing campaign and the ability of Iran's degraded military to hit back. Neither the status of the A-10 attack aircraft's crew nor where it crashed is known.

On Sunday, Iran’s state television aired a video showing what it claimed were parts of U.S. aircraft — a transport plane and two helicopters — shot down by Iranian forces during the rescue operation.

However, a regional intelligence official briefed on the mission told the AP that the U.S. military blew up two transport planes because of a technical malfunction and brought in additional aircraft to complete the rescue. The official spoke on condition of anonymity to discuss the covert mission.

Iran’s joint military command later said the U.S. bombarded its own aircraft to “prevent embarrassment for President Trump."

Two Black Hawk helicopters were hit but navigated to safe airspace, according to a person familiar with the situation who spoke on condition of anonymity to discuss the sensitive information.

Trump's deadline centers on alarm over Iran's grip on the Strait of Hormuz, critical for global shipments of oil and gas from the Persian Gulf as well as humanitarian supplies. Some ships have paid Iran for passage.

An Iranian presidential spokesperson, Seyyed Mohammad Mehdi Tabatabaei, said on social media that the strait can reopen only if some transit revenues compensate Iran for war damages.

A top Iranian adviser, Ali Akbar Velayati, warned on social media that Tehran also could disrupt trade on the Bab el-Mandeb, a key chokepoint to and from the Red Sea.

Diplomatic efforts continued. Oman's Foreign Ministry said that deputy foreign ministers and experts from Iran and Oman met to discuss proposals to ensure “smooth transit” through the strait.

Egypt said that Foreign Minister Badr Abdelatty had spoken with U.S. envoy Steve Witkoff and Iranian Foreign Minister Abbas Araghchi, and with Turkish and Pakistani counterparts. Russia said that Araghchi also spoke with Russian Foreign Minister Sergey Lavrov.

Bahrain urged the U.N. Security Council to act on its draft proposal with language authorizing defensive action to ensure safe passage through the strait.

In the United Arab Emirates, authorities said that four people — one Nepali and three Pakistani — were hurt in fires caused by debris from the interception of an Iranian projectile at Khor Fakkan port, and interception debris caused fires at a petrochemical plant in Ruwais, halting operations.

In Kuwait, Iranian drone attacks caused significant damage to power plants and a petrochemical plant. They also put a water desalination station out of service, according to the Ministry of Electricity.

In Bahrain, a drone attack caused a fire at a national oil company storage facility and a state-run petrochemical plant, the kingdom’s official news agency said.

In Israel, rescue authorities searched for three people in the northern city of Haifa after an apartment building was hit. It wasn't immediately clear what struck it.

Meanwhile, more than 1,900 people have been killed in Iran since the war began.

In Lebanon, whose health ministry said an Israeli strike without warning killed four people in Beirut, more than 1,400 people have been killed and more than 1 million people have been displaced. Eleven Israeli soldiers have died there while targeting Iranian-backed Hezbollah militants.

In Gulf Arab states and the occupied West Bank, more than two dozen people have died, while 19 have been reported dead in Israel and 13 U.S. service members have been killed.

Lee and Toropin reported from Washington, Metz from Jerusalem and Magdy from Cairo. Associated Press writers Jon Gambrell in Dubai, United Arab Emirates; Lisa Mascaro and Seung Min Kim in Washington; Munir Ahmed in Islamabad; Farnoush Amiri in New York; and Christopher Weber in Los Angeles contributed to this report.

Rescue workers search for victims at the site of an Israeli airstrike that hit a crowded neighbourhood south of Beirut, Lebanon, Sunday, April 5, 2026. (AP Photo/Hussein Malla)

A woman holds a poster depicting the late Iran’s Supreme Leader Ayatollah Ali Khamenei, left, and the late revolutionary founder Ayatollah Ruhollah Khomeini during a pro-government gathering in a square in Tehran, Iran, Sunday, April 5, 2026. (AP Photo/Francisco Seco)

Israeli security forces and rescue teams work amid the rubble of a residential building struck by an Iranian missile in Haifa, Israel, Sunday, April 5, 2026. (AP Photo/Ariel Schalit)

Israeli security forces and rescue teams work amid the rubble of a residential building struck by an Iranian missile in Haifa, Israel, Sunday, April 5, 2026. (AP Photo/Ariel Schalit)

Iran's Minister of Cultural Heritage, Tourism and Handicrafts, Seyed Reza Salehi Amiri, talks during an interview with the Associated Press in Tehran, Iran, Sunday, April 5, 2026. (AP Photo/Francisco Seco)

Yemeni soldiers patrol the strategic Bab el-Mandeb Strait, Yemen, Sunday, April 5, 2026. (AP Photo/Abdulnasser Alseddik)

A cafe attendant sits at the counter as two men sit at a cafe in downtown Tehran, Iran, Sunday, April 5, 2026. (AP Photo/Vahid Salemi)

A woman walks past a poster of the late Iranian Supreme Leader Ayatollah Ali Khamenei in downtown Tehran, Iran, Sunday, April 5, 2026. (AP Photo/Vahid Salemi)

Vehicles and motorcycles move past an anti-U.S. billboard depicting the American aircrafts into the Iranian armed forces fishing net with signs that read in Farsi: "The Strait of Hormuz will remain closed, The entire Persian Gulf is our hunting ground," at the Eqelab-e-Eslami, or Islamic Revolution square in downtown Tehran, Iran, Sunday, April 5, 2026. (AP Photo/Vahid Salemi)

In this image provided by Sepahnews, the Iranian Revolutionary Guard's official website, wreckage is shown at what Iran's state TV claimed was the site of a downed American transport plane and two helicopters involved in a rescue operation, in Isfahan province, Iran, April, 2026. (Sepahnews via AP)

In this image provided by Sepahnews, the Iranian Revolutionary Guard's official website, wreckage is shown at what Iran's state TV claimed was the site of a downed American transport plane and two helicopters involved in a rescue operation, in Isfahan province, Iran, April, 2026. (Sepahnews via AP)

In this image provided by Sepahnews, the Iranian Revolutionary Guard's official website, black smoke rises into the air at what Iran's state TV claimed was the site where an American transport plane and two helicopters involved in a rescue operation were shot down, in Isfahan province, Iran, April, 2026. (Sepahnews via AP)

In this image provided by Sepahnews, the Iranian Revolutionary Guard's official website, wreckage is shown at what Iran's state TV claimed was the site of a downed American transport plane and two helicopters involved in a rescue operation, in Isfahan province, Iran, April, 2026. (Sepahnews via AP)

Members of Lebanon's General Security stand at the Masnaa border crossing in the Bekaa valley, eastern Lebanon, Sunday, April 5, 2026. (AP Photo/Bilal Hussein)

A man, who fled Israeli bombings in southern Lebanon with his family, sleeps in his car used as shelter, along a seaside promenade in downtown Beirut, Lebanon, Sunday, April 5, 2026. (AP Photo/Emilio Morenatti)

Followers of Iraq's Shiite cleric Muqtada al-Sadr chant slogans as they wave national Iraqi flag during a protest against U.S. and Israeli attacks on multiple cities across Iran, in Tahrir Square, Baghdad, Baghdad, Iraq, Saturday, April 4, 2026. (AP Photo/Hadi Mizban)

A bedroom is damaged in a building struck in an Israeli airstrike in the southern port city of Tyre, Lebanon, Saturday, April 4, 2026. (AP Photo/Mohammed Zaatari)

Pedetrians walk by a destroyed building within the Grand Hosseiniyeh, with the mosque visible in the background, which officials at the site say was hit by U.S.-Israeli airstrikes Tuesday, in Zanjan, Iran, Saturday, April 4, 2026. (AP Photo/Francisco Seco)

Police officers and their horses take cover in an underground parking garage as sirens warn of an incoming missile fired from Yemen in Tel Aviv, Israel, Saturday, April 4, 2026. (AP Photo/Maya Levin)

A man looks at a destroyed building within the Grand Hosseiniyeh complex that officials say was hit by U.S.-Israeli airstrikes Tuesday in Zanjan, Iran, Saturday, April 4, 2026. (AP Photo/Francisco Seco)