Palmeiras closes with technology giant

This Tuesday morning (07), the Palmeiras Marketing Department announced an unprecedented partnership in Latin America with Adobe. Therefore, the club seeks to optimize and make its digital collection available through collaboration with one of the world’s leading software companies.

For those who don’t know, Verdão has a huge document bank and other records that will be organized in a standardized and intelligent way in the Adobe Experience Cloud.

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“Palmeiras always teams up with the best on the market, and establishing this partnership with Adobe will guarantee us ready access to the best in terms of technology. The easy integration of the Adobe platform with other tools we already use will make our communication with fans even closer and more relevant. Palmeiras has a strong commitment to pioneering. Our partnership with Adobe is yet another demonstration of our ability to always be at the forefront of South American sports initiatives“, said Everaldo Coelho, Marketing Director at Palmeiras.

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Interestingly, the technology contracted by Alviverde is Adobe Experience Manager Assets. Therefore, it is a cloud-based digital asset management platform that makes it possible to manage millions of pieces of content in a very easy and efficient way.

With the new feature, Verdão will be able to create, manage, provide, optimize and even monetize content, giving fans different and personalized experiences on a large scale. Furthermore, it is worth remembering that the innovation is the same that NASA, Apple, Microsoft, McDonald’s and major European football clubs use.

According to the advice of the Greatest National Champion, the first move made by the partnership is the organization and tagging of the collection’s assets using Artificial Intelligence so that each record of Palmeiras’ history is preserved and easily located. Therefore, Smart Tag and Smart Search technologies will be fundamental.

In addition to Verdão’s Marketing Director, Tiago Grinman, Executive Account Director at Adobe, commented on his expectations for the project.

“With our solutions, the club will be able to further increase engagement with its millions of fans and offer more contextual, relevant, personalized and real-time content. Furthermore, with Smart Tag, Adobe’s Artificial Intelligence will be able to identify, for example, a photo that shows Endrick kicking the ball with his left leg, in a game at Allianz Parque, on a Sunday afternoon, in a Brazilian Championship game”, explained the director.

It is also interesting to note that customization and scalability in content production will be enhanced and facilitated by Adobe Firefly, the generative Artificial Intelligence (Gen AI) solution integrated with Adobe Experience Manager Assets. Thus, Firefly uses AI to create new content based on existing photos and videos.

Finally, the Greatest National Champion will also benefit from GenStudio. This, in turn, is a technology that uses Gen AI to create and manage content quickly and effectively.

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