The NHL has signed Adobe as its official creative, marketing and artificial intelligence partner ahead of the 2026-27 season, according to a press release. The deal gives the league and its 32 clubs access to Adobe CX Enterprise, an agentic AI platform built for content creation and fan experiences.

Coverage under the agreement spans U.S. and international broadcasts, the Stanley Cup Playoffs, the NHL Global Series and other key moments on the league calendar.

The partnership arrives as the league rides a wave of cultural relevance. Hit hockey-centric romance TV dramas such as "Off Campus" and "Heated Rivalry" have drawn new viewers to the sport. Nearly 1.8 million people tuned into the league for the first time following the shows' release, per NHL research. The league's 18-to-34-year-old viewership jumped 30% following the Winter Olympics.

The deal could help the NHL build stronger relationships with that growing fan base. Adobe GenStudio, an AI-powered content creation platform included in the agreement, can produce content tailored to specific channels such as the NHL app or social media. Adobe Experience Platform and Adobe Journey Optimizer could support the league's targeting efforts through content and insights. Looking ahead, fans may be able to create their own content via Adobe Express, including image generation on Adobe Firefly, according to press details.

Players remain central to the league's advertising strategy. Programs such as "NHL In Focus" highlight young talent including Cole Caufield and Matthew Schaefer.

The NHL is not Adobe's first sports league client. In April, Adobe expanded its partnership with the MLB, enabling the league to use fan data to develop targeted campaigns. Adobe has also invested heavily in AI infrastructure elsewhere: in March 2025, Publicis integrated Adobe's AI technology to help clients create more personalized content. At the launch of CX Enterprise, Adobe expanded its agency partnerships to include Omnicom and WPP, among others.

The financial backdrop supports the push. Adobe's revenue totaled $6.76 billion in its fiscal third quarter ended Aug. 28, 2026, a 13% year-over-year increase, according to an earnings release. Its AI-first annual recurring revenue grew more than 150% year over year.

With the new season approaching, the NHL now has the tooling to convert pop-culture-driven curiosity into targeted, personalized fan relationships at global scale.