Customer engagement platform Twilio and sports and entertainment presenter AEG have announced a new multi-year strategic partnership. The agreement expands Twilio’s existing relationship with AEG, integrating its communication technology across several major properties, including Crypto.com Arena, the LA Kings, and the global ticketing platform AXS.
Technological integration and data utilisation
Under the terms of the deal, AEG will implement the Twilio Segment Customer Data Platform (CDP) to aggregate fan data and insights. The goal of the integration is to facilitate personalised communication throughout the customer lifecycle—covering ticket purchases, in-venue attendance, and post-event follow-ups.
Twilio’s technology is already utilised by AXS for short message service (SMS) and multi-factor authentication (MFA). The new agreement intends to scale these services to further streamline secure ticket transfers and fan engagement.
Branding and sponsorship designations
The partnership, brokered by AEG Global Partnerships, includes several high-profile marketing designations for Twilio:
- Crypto.com Arena: Twilio has been named a Founding Partner of the venue. This includes premium branding on LED ribbon boards, the 360-degree scoreboard, and freeway marquees, as well as an interactive fan activation space.
- LA Kings: Twilio serves as the official away helmet partner for the NHL team. The company’s logo will appear on player helmets for all road games during the 2025–26 season.
- L.A. LIVE: Branding for Twilio will be integrated into the LED signage network of the four-million-square-foot sports and entertainment district in downtown Los Angeles.
Executive perspectives
Leadership from both organisations highlighted the operational efficiencies expected from the deal. Nick Baker, President and COO of AEG Global Partnerships, noted that the platform would provide detailed customer profiles to assist teams in driving business and operating more efficiently. “This new partnership with Twilio brings transformative technology to our properties. The Twilio platform will help us know our customers even better with detailed profiles that deliver the personalised communication and experiences today’s fans expect while giving our teams powerful tools to drive business and operate more efficiently.”
Chris Koehler, Chief Marketing Officer at Twilio, stated that the partnership aims to enhance fan engagement across AEG’s flagship properties by turning digital interactions into more personalised experiences.
“Twilio’s technology has enhanced how we engage with customers across our ticketing platform,” said Justin Burleigh, Chief Product Officer of AXS. “Their services already allow us to deliver secure, seamless communication and ticket transfers. With our broadened partnership, we’re excited to further engage with our global fan base and provide even more personalised experiences.”
This agreement marks a notable expansion of Twilio’s footprint in the professional sports and live entertainment sectors, representing its first simultaneous partnership with a major stadium, a professional hockey franchise, and a global ticketing entity.
