{"id":2244614,"date":"2026-01-21T21:19:11","date_gmt":"2026-01-21T21:19:11","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2244614"},"modified":"2026-01-21T21:19:11","modified_gmt":"2026-01-21T21:19:11","slug":"real-time-personalization-and-the-future-of-fan-engagement","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/real-time-personalization-and-the-future-of-fan-engagement\/","title":{"rendered":"Real-time personalization and the future of fan engagement"},"content":{"rendered":"

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As live sports and entertainment evolve beyond ticketing and sponsorship models, real-time personalization is emerging as a core requirement for fan engagement. What fans increasingly expect (i.e., tailored experiences that adapt before, during and after events) is forcing venue operators and platform teams to rethink engagement as a data and application platform problem, not just a marketing initiative.<\/span><\/p>\n

Nearly nine in 10 fans say they are more likely to return to venues that deliver personalized experiences, according to theCUBE Research\u2019s<\/a> data. That shift provides the backdrop for Twilio Inc.\u2019s<\/a> newly expanded, multi-year strategic partnership with AEG, the global sports and live entertainment company.<\/span><\/p>\n

The partnership extends Twilio\u2019s customer engagement platform<\/a> across Crypto.com Arena, the LA Kings and AXS, AEG\u2019s global ticketing platform, with the goal of enabling more contextual, real-time fan engagement at scale.<\/span><\/p>\n

In the latest episode<\/a> of the AppDevANGLE podcast, theCUBE Research\u2019s Paul Nashawaty spoke with Chris Koehler, chief marketing officer of Twilio, and Nick Baker, president and chief operating officer of AEG Global Partnerships, about what this partnership signals for the future of fan experience platforms.<\/span><\/p>\n

\u201cLive entertainment continues to be such a competitive landscape,\u201d Baker said. \u201cWhat fans expect is higher each year, and aligning with a partner like Twilio helps us communicate in a way that\u2019s authentic to the individual while improving the business overall.\u201d<\/span><\/p>\n

From isolated moments to continuous fan engagement<\/h3>\n

Fan engagement in sports and entertainment has been previously defined by isolated moments, such as buying a ticket, scanning into a venue or receiving a promotional message. What\u2019s changing is the expectation that engagement is continuous and adaptive, shaped by who the fan is, why they\u2019re attending, and how they interact across channels.<\/span><\/p>\n

A single individual might attend a hockey game as a season ticket holder, a concert with friends and a family show in the same venue, each requiring a different tone, message and experience.<\/span><\/p>\n

\u201cThe messaging needs to be different and ever-changing,\u201d Baker said. \u201cWe\u2019re collecting enormous amounts of data, but this is about having a trusted partner who can help us use it in the right way.\u201d<\/span><\/p>\n

Twilio\u2019s platform brings together customer data through Twilio Segment with real-time communications across channels such as SMS, email and in-app messaging. That combination allows AEG to build richer fan profiles and activate them in real time.<\/span><\/p>\n

\u201cHow do we take the data we have, create a profile around the fan experience and then reach them where they are?\u201d Koehler said. \u201cThat\u2019s really our wheelhouse.\u201d<\/span><\/p>\n

Execution at scale, not experimentation<\/h3>\n

While personalized engagement has been an industry goal for years, execution has often been constrained by complexity, skills gaps and fragmented systems. Both executives emphasized that the significance of this partnership lies in its operational maturity.<\/span><\/p>\n

Twilio already powers secure messaging and authentication across AXS, supporting ticket delivery, transfers and fan communication at global scale. The expanded agreement builds on that proven foundation rather than introducing an untested model.<\/span><\/p>\n

\u201cThis isn\u2019t about selling a future vision,\u201d Baker said. \u201cThis has already been working. We\u2019re expanding it across other parts of AEG because of that success.\u201d<\/span><\/p>\n

Artificial intelligence adds another layer, helping make one-to-one engagement practical at scale. But Koehler stressed that technology must remain secondary to intent. <\/span><\/p>\n

\u201cAt the center of all of this is the customer,\u201d he said. \u201cFocus on the problem you\u2019re trying to solve. The technology comes second.\u201d<\/span><\/p>\n

The bottom line<\/h3>\n

Beyond AEG\u2019s venues and platforms, the partnership reflects a broader shift across sports and live entertainment as organizations look to turn data, communications and AI into competitive advantage. \u201cThere\u2019s no doubt others will look at what\u2019s possible here,\u201d Baker said. \u201cThat\u2019s how innovation spreads.\u201d<\/span><\/p>\n

For developers and platform teams, the Twilio\u2013AEG partnership highlights how fan experience is evolving from disconnected touchpoints to continuous, data-driven engagement delivered in real time and built around the individual.<\/span><\/p>\n

Here\u2019s the full conversation<\/a> with Paul Nashawaty, Chris Koehler and Nick Baker, part of theCUBE Research\u2019s AppDevANGLE podcast series, where they break down how the partnership came together and what it means for real-time engagement platforms:<\/span><\/p>\n