Real Madrid bets on Adobe AI to scale fan experiences
Real Madrid taps Adobe’s AI tools to scale personalized fan content across 650 million supporters
Real Madrid is leveling up its global fan engagement strategy, and it’s using Adobe’s AI stack to do it.
In a new phase of their global partnership, Adobe will equip the football club with AI-powered content and performance marketing tools to streamline production, scale personalization, and deepen connections with more than 650 million fans worldwide.
This article breaks down what the collaboration means, how the tech works, and why it matters for marketers focused on digital content operations and global audience engagement.
Short on time?
Here’s a table of contents for quick access:
- What’s new in the Adobe x Real Madrid partnership
- The AI tools powering fan personalization
- Why it matters for marketers
Patrecia Meliana
What's new in the Adobe x Real Madrid partnership
Real Madrid is expanding its global collaboration with Adobe to accelerate content creation and deliver hyper-personalized experiences at scale.
The club will now use Adobe Experience Platform and Adobe GenStudio, including GenStudio for performance marketing and Firefly services, to support content production across Real Madrid TV, the club’s official app, and its social media channels.
By combining content automation and generative AI, the move is designed to help Real Madrid maintain brand consistency while pushing out localised and fan-relevant assets in real time.
But it’s not just about efficiency. Adobe's new agentic capabilities, like the Experience Platform Agent Orchestrator, bring conversational AI into the mix. These tools will help Real Madrid’s marketing team map customer journeys, resolve friction points, and recommend personalized content across channels.
There’s also a direct fan-facing element: Adobe Express will roll out Real Madrid-branded templates for fans to create their own shareable posters, banners, and content.
The AI tools powering fan personalization
Here’s a breakdown of the key Adobe technologies at play:
- Adobe GenStudio
Enables rapid production of on-brand visuals and assets across touchpoints. GenStudio for performance marketing links content with campaign performance data to guide asset creation based on ROI.
- Adobe Firefly
Automates image and asset generation, helping teams create variants quickly while reducing creative workload.
- Agent Orchestrator and Journey Agent
Conversational AI that assists with real-time journey analysis, pinpointing drop-off moments and recommending optimized content paths.
- Adobe Express with Real Madrid templates
Gives fans tools to co-create club-branded content, expanding UGC possibilities.
Together, this stack transforms how Real Madrid activates its brand beyond match day, turning everyday digital touchpoints into opportunities for personalization and fan participation.
Patrecia Meliana
Why it matters for marketers
Marketers working on global brands or high-volume content strategies can take a few key lessons from this partnership:
- Content speed and scale need intelligent systems
Traditional content ops won’t cut it when engaging millions across dozens of languages, formats, and cultural contexts. Adobe’s stack gives Real Madrid a scalable, automated pipeline for personalizing content without bottlenecking creative teams.
- Agentic AI is the next frontier in CX
Journey Agent and Agent Orchestrator hint at a future where conversational AI plays a role in optimizing cross-channel journeys. This could reshape how marketers think about segmentation, testing, and real-time campaign pivots.
- UGC isn’t dead, just evolving
The Real Madrid-branded Adobe Express templates show that high-performing UGC can still be on-brand. By empowering fans to co-create with the club’s identity, Real Madrid extends brand reach while fostering emotional buy-in.
- AI doesn’t replace creativity, it operationalizes it
Automating asset variants or optimizing journeys isn’t about replacing human marketers or creatives. It’s about freeing them to focus on storytelling and strategic planning, while the AI handles scale and repetition.
