Analyst(s): Keith Kirkpatrick
Publication Date: January 26, 2026
Twilio has announced a multi-year partnership with AEG, aiming to enhance fan engagement across ticketing, sports, and live entertainment through its customer engagement platform. This collaboration marks Twilio’s first venture into a multi-faceted relationship with a major venue and ticketing platform, potentially reshaping the landscape of personalized experiences in live events.
What is Covered in this Article:
- Twilio expands its role in live entertainment with AEG, focusing on personalized fan experiences.
- Partnership includes Twilio Segment, Programmable Messaging, and Verify to enhance customer engagement.
- Twilio gains prominent branding at Crypto.com Arena and with the LA Kings, increasing visibility.
- AEG aims to use Twilio’s technology to improve data-driven insights into fan preferences.
The News: On January 20, 2026, Twilio announced a strategic partnership with AEG, a global leader in sports and live entertainment, to enhance fan engagement through the implementation of its customer engagement technology. This includes the use of Twilio Segment, Programmable Messaging, and Verify across AEG’s flagship properties, including Crypto.com Arena and the LA Kings. The partnership is notable for making Twilio a Founding Partner of Crypto.com Arena, where it will also prominently feature its branding.
This collaboration represents an evolution in how ticketing and fan interactions will be managed, driven by data insights to create personalized experiences for attendees. Given that AEG entertains over 90 million guests each year, the partnership positions Twilio for substantial growth in a lucrative market.
Will Twilio’s Partnership with AEG Redefine Fan Engagement in Live Events?
Analyst Take: The partnership between Twilio and AEG signifies a pivotal moment in the live entertainment sector, where fan engagement is evolving from transactional to experiential. By integrating Twilio’s advanced customer engagement technologies, AEG is poised to leverage data analytics to enhance communication strategies, creating deeper connections with fans.
This move not only elevates AEG’s operational efficiency but also helps to position Twilio as a formidable player in the events landscape, underscoring the importance of personalized fan experiences in today’s market. As live events continue to evolve to become complete experiences, engagement remains a core driver of customer stickiness and incremental revenue growth.
Transforming Fan Engagement Through Data
The shift toward data-driven fan engagement is reshaping how organizations in live entertainment interact with their audiences. AEG will utilize Twilio’s Customer Data Platform (CDP) to develop richer customer profiles, enabling tailored communication and promotional strategies. This aligns with industry trends, as 52% of organizations, as noted in Futurum’s Enterprise Data Survey, plan significant investments in AI-driven engagement tools. However, success depends on AEG’s ability to effectively integrate and operationalize this technology within its existing frameworks, a challenge not to be underestimated.
Execution Risks in Partnership Implementation
Despite the promising outlook, the implementation of such a comprehensive partnership poses notable execution risks. Integrating Twilio’s technology across multiple platforms and venues requires not just technological alignment but also cultural adaptation within AEG. According to Futurum’s recent surveys, 78% of CIOs identify security and compliance issues as primary barriers to scaling new technologies, emphasizing that AEG must ensure robust governance frameworks alongside integration efforts. Without addressing these challenges, the impact of the partnership could be diluted.
The Competitive Landscape for Live Entertainment
Twilio’s entry into the sports and live entertainment markets through this partnership represents a strategic move that could alter competitive dynamics significantly. Other technology providers will need to reconsider their offerings as Twilio sets a new standard for fan engagement. The conventional wisdom holds that personalization is essential, yet many competitors remain focused on traditional methods. The question now arises: will existing players adapt quickly enough to retain relevance, or will Twilio’s innovations create a widening gap between vendors?
Another consideration for entertainment companies is managing the balance between fan engagement and data privacy and security. Vendors will need to ensure that their platforms provide adequate monitoring, control, and data privacy management tools to drive trust among customers that data collection, use, and storage processes are compliant with evolving regulations and customer expectations.
What to Watch:
- Monitor AEG’s implementation progress of Twilio’s technologies over the next 12 months.
- Assess fan engagement metrics before and after the partnership launch to gauge effectiveness by Q4 2026.
- Watch for competitive responses from other ticketing and engagement technology vendors in the next six months.
- Evaluate customer feedback and satisfaction scores as enhanced communication strategies are rolled out.
See the complete press release on the new partnership between Twilio and AEG on Twilio’s website.
Disclosure: Futurum is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of Futurum as a whole.
Other insights from Futurum:
Twilio Q3 FY 2025 Results Lift Outlook on Broad-Based Demand
Balancing AI Goals and Core Strengths: Twilio’s Customer Engagement Platform
Twilio Q2 FY 2025 Revenue Rises 13% With Record Profitability and Cash Flow
Author Information
Keith Kirkpatrick is Research Director, Enterprise Software & Digital Workflows for The Futurum Group. Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
