AEG is expanding its relationship with Twilio to bring the vendor’s customer engagement and data tools deeper into its sports and live entertainment operations tied to the Crypto.com Arena sports venue, the LA Kings NHL team, and ticketing platform AXS.
The deal puts Twilio’s technology behind more of the fan journey, from buying a ticket to navigating a venue and engaging after an event.
AXS already uses Twilio Programmable Messaging and Twilio Verify to power SMS communication and multi-factor authentication (MFA) in its mobile app, particularly around ticket transfers and account security. Under the expanded partnership, those capabilities are expected to scale further as AEG looks to streamline both engagement and identity workflows.
AXS will now use additional products, including the Twilio Segment customer data platform (CDP), to personalize communications more precisely. AEG plans to use Twilio Segment to bring together customer data from ticketing, mobile app use and event interactions. Those profiles can then be used to inform how and when fans receive communications, offers, and updates before, during, and after live events.
AEG executives framed the agreement as a way to modernize how the company understands and interacts with its audiences. Nick Baker, President and COO of AEG Global Partnerships, said:
“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's technology has enhanced how we engage with customers across our ticketing platform,” added 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.”
Beyond software, the agreement comes with a visible branding component for Twilio. The vendor is now a Founding Partner of Crypto.com Arena, the official away helmet partner of the LA Kings, and a media partner across AXS.
Twilio will have on-site presence and fan activations at the venue, which hosts more than 200 events a year, as well as signage across the surrounding L.A. LIVE entertainment district.
Twilio’s expanded relationship with AEG builds on an earlier deal announced in December 2025, when the LA Kings named Twilio as the team’s official away helmet partner. The agreement, brokered by AEG Global Partnerships, marked Twilio’s first major entry into North American professional sports.