Twilio, AEG partner to enhance live sport & ticketing
Twilio has struck a multi-year strategic partnership with AEG that covers ticketing, sport and live entertainment, with plans to roll out Twilio's customer engagement tools across Crypto.com Arena, the LA Kings and AXS.
AEG will expand its use of Twilio products, including Twilio Segment, Programmemable Messaging and Verify. The companies said the work will focus on customer communications from ticket purchase through the in-venue experience and after an event.
The agreement gives Twilio a set of marketing designations across AEG's properties. These include Founding Partner of Crypto.com Arena, official away helmet partner of the LA Kings, and a media partner arrangement across AXS, AEG's ticketing platform, which operates in Australia and New Zealand.
Ticketing Focus
Twilio already provides services used by AXS today. AXS uses Twilio Programmemable Messaging for SMS communications and Twilio Verify for multi-factor authentication in its mobile app, according to the companies.
The partnership includes scope to expand that work. AXS runs a ticketing platform used by event operators and venues in multiple markets.
AEG also plans to use Twilio Segment, Twilio's customer data platform product. The companies said it will be used for insight into fan preferences before, during and after live events.
"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.
Arena Rollout
Crypto.com Arena hosts more than 200 events a year, according to the announcement. Twilio will also receive an interactive activation space at the venue, along with hospitality arrangements and integration with the arena's premium business division.
Twilio's branding will appear across the arena, including LED ribbon board placements, scoreboard exposure and signage on freeway marquees, the companies said.
"This new partnership with Twilio brings transformative technology to our properties," said Nick Baker, President and COO, AEG Global Partnerships.
AEG said it will use Twilio tools to build more detailed customer profiles and tailor communications. It also pointed to operational uses for internal teams.
"This new partnership with Twilio brings transformative technology to our properties," said Baker.
Premium Services
The companies said the Crypto.com Arena deployment will include work with the venue's premium team. They linked that to client relationship management and communications with members.
"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.
Sports Sponsorship
Twilio also holds a separate on-ice sponsorship arrangement with the LA Kings as the team's official away helmet partner. Under that deal, Twilio's logo appears on players' helmets during regular season and playoff road games in the current 2025-26 NHL season.
AEG owns and operates the LA Kings. The team plays its home games at Crypto.com Arena in downtown Los Angeles.
AXS Media
Under the new partnership, Twilio will act as a media partner across AXS. The companies said AXS connects millions of fans to live events worldwide and serves a global base of clients.
"Twilio's technology has enhanced how we engage with customers across our ticketing platform," said Justin Burleigh, Chief Product Officer, AXS.
Downtown Presence
Twilio will also gain branding across L.A. LIVE, the sports and entertainment district that surrounds Crypto.com Arena. The companies said the brand will appear across the district's LED signage network.
"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," said Baker.