Twilio, AEG expand fan tech deal across arena & LA Kings

Twilio has signed a multi-year partnership with sports and live entertainment group AEG that covers ticketing platform AXS, Crypto.com Arena in Los Angeles, and the LA Kings hockey team.

The agreement expands an existing relationship between the two companies and sets out a wider rollout of Twilio's customer engagement products across AEG properties. Twilio said it represents its first partnership that combines a major venue, an NHL team and a ticketing platform.

Scope Of Deal

AEG plans to expand its use of Twilio Segment, Twilio Programmemable Messaging and Twilio Verify. The companies said the technology will be used across ticket purchase journeys and in-venue communication, with additional activity after events.

Twilio will also take a set of commercial designations tied to AEG assets. These include Founding Partner of Crypto.com Arena, Official Away Helmet Partner of the LA Kings and a 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, 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."

Data And Messaging

AEG said it will use Twilio Segment as a customer data platform across its audience touchpoints. The company linked that work to profiling and analytics around fan preferences before, during and after events.

"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 already supplies messaging and authentication services for AXS. The company said Twilio Programmemable Messaging and Twilio Verify run SMS and multi-factor authentication in the AXS mobile app. The partnership sets out further scale of those services across AXS operations.

"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."

Arena Activation

Crypto.com Arena hosts more than 200 events a year, according to the companies. Under the Founding Partner designation, Twilio will have an interactive fan activation space at the venue. The agreement also includes hospitality access and work with the venue's premium business division.

Twilio's branding will appear across the arena, including LED ribbon inventory, exposure on the 360-degree scoreboard and placement on freeway marquees. The companies said the partnership also covers downtown Los Angeles entertainment district L.A. LIVE, which surrounds the arena.

"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."

AEG linked the work at Crypto.com Arena to changes in how the venue's premium team manages relationships with clients and members. The companies said the arrangement includes integration with the arena's premium business unit.

LA Kings Branding

Twilio is also the LA Kings' official away helmet partner. Its logo will appear on players' helmets during regular season and playoff road games starting with the current 2025-26 NHL season, according to the companies.

Beyond the team and the arena, Twilio branding will feature across L.A. LIVE's LED signage network. AEG described L.A. LIVE as a four-million-square-foot sports and entertainment district that draws millions of visitors each year.

The partnership sits across several parts of AEG's business, which spans venues, sports franchises, music promotion and ticketing. AXS provides ticketing services for hundreds of clients worldwide, according to AEG, and operates both primary and secondary marketplaces.

The companies said the partnership includes opportunities to extend Twilio services and related fan engagement programmes across the combined footprint of Crypto.com Arena, the LA Kings and AXS.