NHL Announces Adobe As New Creative, Marketing And AI Partner

The NHL has announced a collaboration with Adobe that will make the brand the official creative, marketing and AI partner of the league ahead of the 2026-27 season.

As part of this partnership, Adobe will help power how the NHL creates and personalizes fan experiences

"As the ways people follow sports continue to evolve, our focus is on creating experiences that feel as dynamic and compelling as the game itself," David Lehanski, NHL executive vice president of innovation and growth strategy said in a statement released by the league.

"Adobe will help us unlock new ways to tell the stories of our Players, Clubs and moments that define hockey, while giving fans more opportunities to be a part of it. This partnership reflects our commitment in continuing to evolve how fans connect with the game they love."

 Adobe will work with NHL.com, the NHL app and the league's social media platforms to deliver customized content for all 32 fanbases in regional and international markets.

"The National Hockey League has built an extraordinary connection with its fans, and Adobe is helping them take that relationship to the next level by using AI to deepen personalization and empower everyone to create," Lara Balazs, Adobe EVP of global marketing said.

"With Adobe's enterprise solutions, the League will be able to scale relevant, engaging content across every channel where fans spend their time, fueling operational efficiencies and unlocking individual creativity."