25th November 2025
November 25 – Real Madrid have pushed the button on a deeper partnership with Adobe, rolling out a suite of AI tools designed to tailor the club’s digital output for what they claim is a 660-million-strong global fan base.
The deal adds Adobe’s newest generative AI systems to Madrid’s existing digital framework, giving the club the ability to churn out customised content at a scale nobody in European football has attempted publicly.
Everything from marketing copy to video assets to fan-created graphics will be fed through Adobe’s tech stack, with the club promising sharper, more localised material for their wealth of supporters across the globe.
Emilio Butragueño, Real Madrid’s Director of Institutional Relations, said the push is about deepening the emotional connection with fans “wherever they are,” adding that digital engagement has become “a core pillar” of Madrid’s global strategy.
It fits with the wider project at the Bernabéu, where Madrid have spent years turning their stadium and media department into something resembling a high-end production house. The club have decided that global relevance – not just reach – is the next battleground, and that AI will be the ticket to get them there.
Adobe, for its part, views Madrid as the ultimate stress-test: a club with oversized cultural gravity and an audience spread across almost every market on earth.
Rachel Thornton, Adobe’s Enterprise CMO, said the partnership is a natural evolution of how football’s stories are created and consumed, arguing that the sport’s cultural pull “extends beyond match action” and lives in the narratives around players, clubs and communities. AI, in her view, will help shape and deliver those stories to every corner of the map.
The move drops into an industry currently scrambling to work out what AI actually means for club communications. Across Europe, the biggest teams are already leaning on automated localisation, fan-segmentation tools and personalised merchandising pathways.
Madrid, typically, want to plant a flag at the front of the field – and by bringing agentic AI into their daily workflow, they’re betting that smarter content will translate into stickier, more valuable global fandom.
Whether this becomes the norm or just another techno-fascination from the commercial departments of the super-clubs remains to be seen. But Real Madrid have made their choice: in the modern game, dominance isn’t just about the players you sign, but about the data you feed.
Contact the writer of this story, Harry Ewing, at [moc.l1764072157labto1764072157ofdlr1764072157owedi1764072157sni@g1764072157niwe.1764072157yrrah1764072157](javascript:;)