Twilio has signed a multi-year strategic partnership with sports and live entertainment group AEG, covering AEG's ticketing platform AXS, Crypto.com Arena in Los Angeles, and the NHL team the LA Kings.
The deal marks Twilio's first partnership that spans a major venue, a professional sports team and a ticketing platform, according to the companies. AEG Global Partnerships brokered the agreement.
Twilio will deploy parts of its customer engagement platform across the three properties. The companies said the work will focus on fan communications from ticket purchase through in-venue interactions.
Ticketing Focus
AXS already uses Twilio products in its mobile app, according to the companies. Twilio Programmemable Messaging and Twilio Verify handle SMS and multi-factor authentication for the app.
The partnership adds scope for broader use of Twilio's products across AXS and other AEG assets. AXS operates ticketing services for more than 400 clients worldwide, spanning sports, venues, festivals and tours.
"Twilio's technology has enhanced how we engage with customers across our ticketing platform," said Justin Burleigh, Chief Product Officer, 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."
Data And Profiles
AEG plans to expand its use of Twilio Segment. Segment is Twilio's customer data platform product. The companies said Segment will support insights into fan preferences before, during and after live events.
AEG said it will use these profiles across communications and offers. The companies also linked the rollout to operational use inside AEG teams.
"This new partnership with Twilio brings transformative technology to our properties," said Nick Baker, President And COO, 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 said the agreement expands its presence in professional sports and live entertainment. The company positions its platform around customer communications, identity and data tools used by brands to manage customer journeys.
"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, 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."
Arena Presence
Twilio also gains commercial designations across AEG's Los Angeles assets. The company becomes a Founding Partner of Crypto.com Arena. AEG described this as a category-exclusive designation.
Crypto.com Arena hosts more than 200 events a year, according to the announcement. Twilio's package includes an interactive fan activation space at the venue, hospitality experiences and integration with the arena's premium business division.
Twilio will also receive brand visibility across the arena, including LED ribbon board placements, scoreboard exposure and positioning on nearby freeway marquees, according to the companies.
Crypto.com Arena's premium team will use Twilio's platform for client engagement, according to the announcement. The companies tied the work to personalised service for members and premium customers.
"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, Crypto.com Arena. "Their customer engagement platform will enhance how we engage with millions of annual guests while enabling our premium team to deliver even more exceptional service to our valued clients."
Team And District
Twilio also holds sports marketing rights through the LA Kings. The company is the team's official away helmet partner. Its logo will appear on players' helmets during regular season and playoff road games starting in the 2025-26 NHL season, according to the announcement.
Beyond the arena and the team, Twilio's branding will appear across signage in L.A. LIVE, the sports and entertainment district surrounding Crypto.com Arena. The district spans four million square feet, according to AEG.
The companies said the partnership includes opportunities to scale Twilio's communications and identity tools across AEG's properties, including AXS' app and venue operations.