FC Bayern and Adobe redefine fan experiences

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FC Bayern and Adobe are launching a multi-year partnership to advance the digital possibilities of the German record champions. The collaboration will create personalised experiences for fans around the world - both online and offline - while supporting internal processes within the club.

FC Bayern CEO Oliver Kahn: "Today's FC Bayern fan is digitally savvy and craves new ways to get closer to our club and players, which is why we aim to create sustainable and lasting interactions that bring matchday excitement to our millions of passionate fans across the world. We're investing in a long-term digital strategy with Adobe's breadth of enterprise applications at the core of our technology, to deepen how our fans engage with the club and to inspire the next generation of fans for years to come."

Adobe president of Digital Experience Business Anil Chakravarthy: "FC Bayern has millions of fans around the world, and they are at the forefront of revolutionising fan experiences. With this partnership, FC Bayern will create more personalised experiences to enable fans to celebrate the passion and heart of the club wherever they may be."

With a rapidly growing global fanbase, FC Bayern is passionate to connect fans with their club in new ways. They will make use of Adobe Experience Cloud, Adobe Real-Time CDP, Adobe Document Cloud and Adobe Acrobat Sign to drive the digital transformation of fan experiences. The technology will help better understand followers to create more engaging and customised sports experiences. Adobe Experience Cloud, including Adobe's customer data platform, will help the club create fan profiles to determine how followers interact with the brand and create a more personal relationship with the club.

This means the overall matchday experience will be enhanced for fans, giving supporters real-time notifications at their fingertips including merchandising discounts, video content and last-minute ticket availability. You will never miss a moment again, whether you're in the stadium, on the move, or at home. For example, when a goal is scored, you will receive content on your preferred channel to celebrate the moment in real-time, as well as post-game video commentary and highlights.

FC Bayern will also use Adobe Document Cloud, including Adobe Acrobat Sign, to digitize collaboration with fans, employees and partners. With Document Cloud, activities like signing up for memberships or executing player agreements will be quick and secure, while reducing environmental impact.


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