Twilio and AEG expand partnership to personalise fan engagement across live entertainment

Twilio and AEG have announced a new multi-year strategic partnership that will deepen the use of customer engagement technology across ticketing, professional sports, and live entertainment. The agreement expands an existing relationship between the two companies and will see Twilio’s platform deployed across several of AEG’s flagship properties, including Crypto.com Arena, the LA Kings, and AXS, AEG’s global ticketing platform.

The partnership is positioned as a significant step in AEG’s efforts to modernise how it communicates with fans before, during, and after live events. By integrating Twilio’s technology into ticket purchasing, in-venue experiences, and post-event engagement, the companies aim to create more consistent and personalised interactions at scale. The collaboration also marks Twilio’s first partnership that spans a major sports venue, a National Hockey League team, and a global ticketing platform under a single agreement.

The deal was brokered by AEG Global Partnerships and represents a broader expansion of Twilio’s presence within professional sports and live entertainment. As part of the arrangement, Twilio will receive several high-profile designations across AEG’s portfolio, including being named a Founding Partner of Crypto.com Arena, the official away helmet partner of the LA Kings, and a media partner of AXS.

Technology integration across ticketing and live events

At the centre of the partnership is AEG’s expanded adoption of Twilio’s customer engagement platform, including Twilio Segment, Programmable Messaging, and Verify. Twilio Segment, the company’s customer data platform, will be used to help AEG develop a more unified view of fan behaviour and preferences across multiple touchpoints. This is intended to support more tailored communication and offers around live events, while also helping AEG improve engagement and operational efficiency across its properties.

Twilio’s technology already plays a key role within AXS, where Programmable Messaging and Verify currently power short message service communications and multi-factor authentication for the ticketing platform’s mobile app. Under the expanded agreement, these capabilities are expected to scale further as AXS looks to enhance secure ticket transfers and communication with its global user base. The broader partnership is expected to support more seamless and personalised interactions for fans, without compromising on security.

From AEG’s perspective, data-driven engagement is becoming increasingly critical as audience expectations evolve. Fans now expect digital interactions that are as smooth and intuitive as the live experiences themselves. By connecting customer data across venues, events, and platforms, AEG aims to deliver communication that is more relevant and timely, while also giving its internal teams better insight into audience behaviour across markets.

Branding, sponsorship, and venue presence

The partnership also includes extensive branding and sponsorship components across AEG’s sports and entertainment portfolio. As a Founding Partner of Crypto.com Arena, which hosts more than 200 events each year, Twilio will gain access to an interactive fan activation space, exclusive hospitality experiences, and integration with the arena’s premium business division. Brand visibility will span multiple high-impact placements, including LED ribbon board takeovers, exposure on the arena’s 360-degree scoreboard, and prominent positioning on freeway marquees seen by millions annually.

The collaboration is also designed to support Crypto.com Arena’s premium team by strengthening client relationships and enabling more personalised service for members. By combining venue operations with customer engagement data, the arena’s management expects to elevate the overall premium experience and deliver a higher level of service to corporate clients and partners.

In professional sports, Twilio has been named the LA Kings’ official away helmet partner, with its logo appearing on players’ helmets during all regular season and playoff road games starting from the 2025–26 National Hockey League season. Beyond the ice, Twilio’s presence will extend into downtown Los Angeles at L.A. LIVE, the four-million-square-foot sports and entertainment district surrounding Crypto.com Arena. Under the agreement, Twilio branding will appear across L.A. LIVE’s LED signage network, further strengthening its visibility among sports and live entertainment audiences.