AEG Uses Real-Time Data for In-Venue Fans
Live entertainment giant AEG is partnering with Twilio to supercharge the in-venue fan experience. The collaboration uses real-time data to send personalized, location-based notifications and offers to attendees' phones, turning stadium visits into interactive journeys.
The multi-year strategic partnership between AEG and Twilio will utilize Twilio's Segment, a Customer Data Platform (CDP), to collect and unify fan data from various touchpoints. This includes ticket purchases through AEG's platform AXS, in-venue interactions, and mobile app usage. The goal is to create detailed and unified customer profiles to better understand fan preferences and behavior. This rich data will then be used to deliver personalized messages and offers through Twilio's Programmable Messaging and Verify services. The collaboration is set to be implemented across key AEG properties, including the Crypto.com Arena and the LA Kings hockey team. As part of the deal, Twilio has become a Founding Partner of the arena and the official away helmet partner for the LA Kings. The in-venue experience will be enhanced using location-based technologies such as geofencing to trigger real-time, relevant notifications. For instance, fans with the team's app within a geofenced area could receive exclusive content or special offers. This type of targeted marketing can also be used to manage crowd flow by directing fans to less congested areas or to offer promotions for nearby concessions. The use of a Customer Data Platform allows for sophisticated audience segmentation. For example, a distinction can be made between a first-time visitor and a long-time season ticket holder, allowing for tailored communication and offers that are more likely to resonate with each segment. This level of personalization aims to increase fan engagement and loyalty. This partnership reflects a broader trend in the sports and entertainment industry to leverage technology for a more interactive and personalized fan experience. Competitors in the fan engagement space include companies like Mappedin, which provides wayfinding and location-based marketing solutions to venues such as Okinawa Arena in Japan. Other companies in the communication-platform-as-a-service (CPaaS) market that offer alternatives to Twilio include Sinch, Vonage, and MessageBird. The location intelligence and mobile analytics sector continues to see significant investment. In 2025, business location intelligence companies raised $40.8 million across three funding rounds. Notable recent funding includes a Series A for Data Sutram and a Series C for Unacast. In the broader AI and data infrastructure space, recent significant funding rounds in early 2026 include Worldscape.ai, a geospatial intelligence platform that secured seed funding. AEG has also been actively investing in technology to enhance its venues and fan experiences. Recent upgrades at the Crypto.com Arena, where Twilio will have an interactive fan activation space, include a new center-hung scoreboard, upgraded sound systems, and the rollout of AI-based security screening technology. These investments are part of a larger, multi-year renovation of the arena. The collaboration between AEG and Twilio is a significant move to create a more data-driven and personalized experience for attendees of live events. By combining a powerful customer data platform with sophisticated communication tools and location-based technology, they aim to transform the way fans interact with venues and sports teams before, during, and after events.
