For decades, Adobe has sat behind much of the creative work people see every day.

Photoshop, Illustrator and Premiere became standard tools across design, photography and film. Creative Cloud brought them into one connected ecosystem. More recently, Firefly has added generative AI to the same creative workflow.

But Adobe is increasingly moving beyond supplying the tools and into the experiences built with them.

In 2025, it became the Premier League’s Official Creativity Partner and Official Digital Fan Experience Partner. Adobe Express and Firefly now give supporters new ways to create and share Premier League content, including personalised Fantasy Premier League badges and social graphics. Behind the scenes, Adobe’s technology also helps the League personalise what fans see across its digital channels.

It is an interesting shift for a company best known for helping professional creatives make things.

The tools are still there. But in football, Adobe is putting them directly into the hands of the audience too – turning fans from people who simply experience the content into people who can shape some of it themselves.