builds on an earlier deal<\/a> announced in December 2025, when the LA Kings named Twilio as the team\u2019s official away helmet partner. The agreement, brokered by AEG Global Partnerships, marked Twilio\u2019s first major entry into North American professional sports.<\/p>\nUnder the deal, Twilio\u2019s logo appears on players\u2019 away helmets during all regular season and playoff games beginning with the 2025\u20132026 season, increasing the brand\u2019s visibility among fans and business audiences in some of its fastest-growing markets. The partnership also includes plans for custom content, hospitality events tied to away games, and broader use of Twilio\u2019s platform to strengthen how the sports team understands and engages its fan base.<\/p>\n
Customer Data Platforms Move Up the Stack<\/h2>\n
The AEG partnership reflects a longer-running shift inside Twilio. In recent years, the company has moved beyond its roots as a developer-focused communications provider toward positioning itself as a customer engagement platform. Its $3.2BN acquisition of Segment in 2020 gave Twilio a CDP that sits upstream of messaging, email, and authentication, allowing enterprises to use customer data to target their communications.<\/p>\n
That evolution reflects a broader shift in how customer data platforms are being used across large organizations. Once largely owned by marketing teams, CDPs are now often part of core infrastructure, supporting customer service, operations and security alongside personalization to help enterprises make sense of fragmented data.<\/p>\n
In ticketing and live events, CDPs can stitch together information from ticketing systems, mobile apps, in-venue interactions, and marketing channels into a single view of the customer. That unified view can power practical use cases from sending timely event reminders to offering relevant upgrades, smoothing entry and payments at venues, improving fraud prevention, and tailoring communications without relying on third-party data.<\/p>\n
The focus on first-party data is especially pronounced in live entertainment, where companies are navigating the decline of third-party cookies and growing expectations around privacy and consent. Ticketing platforms like AXS hold direct relationships with fans and rich behavioral data tied to purchases and attendance, making CDPs a key tool for activating that information responsibly.<\/p>\n
Security also plays a role in the experience. By pairing messaging with identity and verification tools, companies are increasingly treating authentication and fraud prevention as part of the customer journey rather than a background process. That approach is becoming more common in industries where account takeovers and digital fraud are persistent concerns.<\/p>\n
As fan expectations continue to be shaped by digital-first experiences elsewhere, venues and teams are under pressure to deliver the same level of relevance and convenience. Partnerships like the one between Twilio and AEG highlight how customer data infrastructure is becoming a foundational layer for that effort.<\/p>\n<\/p><\/div>\n
\u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.cxtoday.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"AEG is expanding its relationship with Twilio to bring the vendor\u2019s 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\u2019s technology behind more of the fan journey, from buying a ticket […]<\/p>\n","protected":false},"author":2,"featured_media":2244753,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[434478,434479],"class_list":["post-2244752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-crm-customer-data-management","tag-customer-data-platforms-cdp"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/01\/AEG-Taps-Twilio-to-Leverage-Customer-Data.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2244752","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2244752"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2244752\/revisions"}],"predecessor-version":[{"id":2244754,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2244752\/revisions\/2244754"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2244753"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2244752"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2244752"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2244752"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}