Noesion Radarnoesion.ai
Incident2026-09-28

NHL signed Adobe as its official creative, marketing and AI partner. The league and its 32 clubs gain access to Adobe CX Enterprise. The platform will power fan experiences for U.S. and international broadcasts. It will also cover the Stanley Cup Playoffs and NHL Global Series. Adobe GenStudio will help create content for the NHL app and social media. Adobe Experience Platform and Journey Optimizer will enable targeted fan content. Fans may later create their own content via Adobe Express and Firefly. The deal builds on NHL’s rising cultural relevance after recent TV shows. NHL viewership among 18-to-34-year-olds rose 30% after the Winter Olympics.

What changed

NHL and its clubs had no league-wide AI-powered creative and marketing platform.

What it unlocks

Creating AI-driven fan experiences across broadcasts and league events.

  • 32 NHL clubs covered
  • 18-to-34 viewership up 30%
  • $6.76B Adobe revenue in Q3 2026
  • AI-first ARR up 150% YoY

Sources

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