The passion of football fans in England is legendary, and their love of the women’s game has been galvanised by the recent successes of England’s national team, the Lionesses. The rising appeal is evidenced by the growth of the Adobe Women’s FA Cup, with 538 amateur, semi-pro, and professional clubs vying for the prestigious trophy last season — 82 more than two years ago.
In addition to the skills and athleticism displayed on the pitch, women’s football stands out for the sense of belonging teams create with their fans, promoting enjoyment, equality, entertainment, and inclusiveness. Through Adobe’s partnership with the Women’s FA Cup, we are helping clubs grow their influence, empower fans to share their love of the game, and inspire the next generation of footballers. By providing every team with free access to Adobe Express Premium — our AI-first design, photo and video tool — we are empowering them to design and share standout digital experiences that resonate with fans old and new.
One club that has truly embraced this vision is Camden Town WFC, and they are now reaping the rewards. Adobe became the proud lead sponsor of Camden Town WFC in September 2024, joining forces with the team to help it better connect with fans and promote its brand. Camden Town has had plenty to celebrate since winning both the Greater London Women’s League Premier Division and a cup last season. Off the pitch, Camden Town has expanded its partnership with Adobe and, in doing so, has realised new ways to share its story, elevate its brand, and engage its fans.
The ability to create quality content at speed with Adobe Express has helped Camden Town double its Instagram following, achieve new levels of loyalty, and build one of the strongest social media presences of any amateur team.
Elevating the Camden Town brand
Like many amateur clubs, Camden Town WFC is on a mission to grow its fanbase, drive revenues, and unlock new sponsorship opportunities. The team had all the raw ingredients to achieve this — a compelling story, an engaged fanbase, and a creative fire — but before partnering with Adobe, it lacked the in-house capacity, expertise, or time to create standout content at speed. Or maintain a steady drumbeat of activity on its marketing channels. Its socials were all handled by a single volunteer, and its players could not access the creative tools they needed to take part in the club’s marketing efforts and connect with fans directly.
Using Adobe Express has completely changed the game. Today, all of Camden Town’s volunteers and 12 of its players regularly use the app to create promotional content on their own. Best of all, even users without creative or design experience can use Express thanks to the app’s user-friendly interface and generative AI capabilities.
Customisable templates in Adobe Express and brand kit features also ensure that every asset they create is on-brand, bringing cohesiveness to the club’s promotional activity across touchpoints. As a result, Camden Town’s reach and fanbase have exploded. In the year since switching to Adobe Express, it was able to post 46% more content than it did previously, and its Instagram following has more than doubled.
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Powering creative collaboration in real-time
Camden Town WFC’s motto is “Non sibi sed toti”, which translates to “Not for self, but for all”. It’s a fitting maxim for a club using technology to make creativity and content creation more accessible across its organisation. From its manager to its marketers to its players, everyone at Camden Town can use Adobe Express to easily create and collaborate on promotional content in real-time.
These efficiencies even extend to how collaborators share and apply feedback when producing content together. For instance, setting up a shared brand library in Adobe Express has made it easier for Sophia and Camden Town WFC Manager, Harry Sherman, to stay consistent and organised when co-creating promotional assets and campaigns.
Not for self, but for all. Source: Camden Town WFC.
Camden Town took its brand-building into new territory in 2025 by launching a regular newsletter. The club has always shared updates with its fans, but producing a recurring newsletter was too onerous using its previous patchwork of design solutions. With its content creation centralised on Adobe Express, and with the ability to easily update its templates in the app, Camden Town has finally overcome time and complexity challenges.
Bigger influence, bigger returns
Building its creative firepower and scaling its promotional reach with Adobe Express has helped Camden Town grow its fanbase grow exponentially. Average home attendance for the club’s matches has grown 400% in just three years, with major fixtures like FA Cup ties seeing a 900% boost in spectators. Crucially for an organisation that is committed to cultivating loyalty among its followers, roughly 75% of Camden Town’s fans are now regular match attendees, a level of consistency rarely seen at this level of the game.
To add to these impressive attendance figures, the club has also seen a 45% uplift in matchday spending. For Camden Town’s management, marketers, and players, this is yet another sign of their fans’ emotional investment in the Camden Town brand and its long-term success, one that motivates them to expand their use of Adobe Express and keep pushing creative.
Discover how Adobe Express can power new levels of creativity for your business today.
To learn more about the Adobe Women’s FA Cup and its mission to make football more inclusive for all, visit the competition’s official website.
