Twilio and AEG Expand Partnership To Personalize Fan Engagement

As live entertainment and sports organizations look to deepen relationships with fans across digital and physical touchpoints, customer engagement technology is becoming a strategic differentiator. Twilio and AEG have announced a new multi year partnership that brings data driven personalization and real time communication to ticketing, venues, and live sports experiences, reinforcing how MarTech platforms are reshaping fan engagement at scale.

Twilio and AEG said the expanded partnership will see Twilio’s customer engagement technology deployed across key AEG properties, including Crypto.com Arena, the LA Kings, and AXS, AEG’s global ticketing platform. The goal is to deliver more seamless and personalized communication throughout the fan journey, from ticket purchase and authentication to in venue experiences and post event engagement.

The agreement, brokered by AEG Global Partnerships, represents a significant expansion of Twilio’s footprint in professional sports and live entertainment. It marks Twilio’s first partnership that spans a major sports venue, an NHL team, and a global ticketing platform. As part of the deal, Twilio will hold several high profile designations, including Founding Partner of Crypto.com Arena, official away helmet partner of the LA Kings, and media partner across AXS.

“Live event experiences are emotional at their core, and Twilio’s platform helps amplify those moments by turning every interaction into an amazing experience,” said Chris Koehler, Chief Marketing Officer at Twilio. “By partnering with AEG, we’ll help the company enhance its fan engagement across Crypto.com Arena, the LA Kings, and AXS for fans’ ticketing needs.”

AEG plans to use Twilio’s customer engagement platform to build richer, more data informed relationships with fans. Tools such as Twilio Segment, the company’s customer data platform, will allow AEG to unify fan data and gain deeper insight into preferences and behavior before, during, and after events. This intelligence will support more personalized offers, targeted communications, and higher engagement across channels, while also improving operational efficiency.

“This new partnership with Twilio brings transformative technology to our properties,” said Nick Baker, President and COO of AEG Global Partnerships. “The Twilio platform will help us know our customers even better with detailed profiles that deliver the personalized communication and experiences today’s fans expect while giving our teams powerful tools to drive business and operate more efficiently.”

Twilio already supports critical functionality within AXS, where Twilio Programmable Messaging and Twilio Verify power SMS communications and multi factor authentication for the ticketing platform’s mobile app. The expanded partnership opens the door for deeper integration and broader use of Twilio’s services across AXS’ global fan base.

“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 personalized experiences.”

As a Founding Partner of Crypto.com Arena, Twilio will also gain extensive brand visibility across the venue, which hosts more than 200 events each year. This includes LED ribbon board placements, scoreboard exposure, and prominent signage throughout the surrounding L.A. LIVE entertainment district. Beyond branding, the partnership is designed to help Crypto.com Arena elevate premium experiences and strengthen client relationships through more personalized service.

“Crypto.com Arena continues to set the standard for innovation in live entertainment, and Twilio’s platform takes our capabilities to the next level,” said Katie Pandolfo, General Manager of Crypto.com Arena.

Together, Twilio and AEG are positioning personalized, real time communication as a core component of modern fan engagement. The partnership highlights how customer data platforms, messaging, and identity tools are becoming essential infrastructure for sports and entertainment brands seeking to turn live moments into lasting relationships.