Live sports and entertainment are entering a new phase of digital transformation, one where fan engagement is no longer episodic but continuous, real time, and deeply personalized. What used to be defined by ticket purchases and sponsorship activations is now being reshaped by data platforms, real-time communications, and AI-driven orchestration.
That shift frames Twilio Inc.’s newly announced, multi-year strategic partnership with AEG, the global sports and live entertainment company. In this episode of the AppDevANGLE podcast, I sat down with Chris Koehler, Chief Marketing Officer of Twilio, and Nick Baker, President and Chief Operating Officer of AEG Global Partnerships, to unpack what this partnership represents, not just for sports and entertainment, but for how modern engagement platforms are being built.
According to theCUBE Research, nearly 89% of fans say they are more likely to return to venues that deliver personalized experiences. Meeting that expectation at scale requires far more than better marketing; it requires a platform approach to data, communications, identity, and increasingly, AI.
From Touchpoints to Continuous Engagement
One of the clearest themes from the conversation was that fan engagement can no longer be treated as a series of disconnected moments. AEG operates across a vast portfolio of venues, teams, and events, where a single fan may interact in radically different contexts over time.
“Live entertainment continues to be such a competitive landscape,” Baker told me. “What fans expect is higher each year, and aligning with a partner like Twilio helps us communicate in a way that’s authentic to the individual while also improving the business.”
This requires engagement systems that understand context (i.e., who the fan is, why they’re attending, and how often they engage) and can adapt messaging accordingly. As Baker explained, the challenge isn’t a lack of data, but the ability to use it correctly and responsibly at scale.
“We’re collecting enormous amounts of data,” he said. “This is about having a trusted partner who can help us utilize it in the right way.”
Real-Time Data and Communications as a Platform
Twilio’s role in this partnership centers on unifying customer data with real-time communication channels. Through Twilio Segment, AEG can build persistent fan profiles, while Programmable Messaging and Twilio Verify enable secure, timely engagement across SMS, mobile apps, and other channels.
Chris Koehler described the architectural challenge succinctly: “How do we take the data we have, create a profile around the fan experience, and then reach them where they are? That’s really our wheelhouse.”
From an application development perspective, this mirrors what we’re seeing across industries. Engagement systems are becoming event-driven, identity-aware, and latency-sensitive. Developers are increasingly responsible for harmonizing systems of record with systems of engagement. This trend is only accelerating as AI becomes embedded into customer-facing workflows.
Execution at Scale, Not Experimentation
A critical distinction in this partnership is maturity. Twilio already powers secure messaging and authentication across AXS, AEG’s global ticketing platform, supporting ticket delivery, transfers, and fan communication at massive scale. The expanded agreement builds on that operational foundation rather than introducing an unproven model.
“This isn’t about selling a future vision,” Baker emphasized. “This has already been working. We’re expanding it because of that success.”
For Twilio, the partnership also serves as a real-world validation of its platform in one of the most demanding environments possible.
“If you can do this with a company the size of AEG and a fan base of that scale, it really shows what’s possible,” Koehler said.
AI as an Enabler, Not the Centerpiece
Artificial intelligence adds another layer to the engagement equation, helping make one-to-one personalization achievable at scale. TheCUBE Research is seeing AI adoption in developer workflows rise rapidly, with many teams now using AI to connect disparate data sets and automate engagement logic.
However, both executives were clear that technology must remain secondary to intent.
“At the center of all of this is the customer,” Koehler said. “Focus on the problem you’re trying to solve. The technology comes second.”
This aligns with a broader pattern we’re observing: AI accelerates engagement only when it’s built on a solid foundation of unified data, real-time communications, and trust.
Analyst Take
The Twilio–AEG partnership signals a broader shift in how customer engagement platforms are being architected. Fan experience is no longer a downstream marketing concern; it is becoming core application infrastructure, requiring the same rigor, scalability, and governance as any other mission-critical system.
Organizations that treat engagement as a platform capability by integrating data, communications, identity, and AI will be better positioned to compete on experience and loyalty. Those that don’t will struggle as expectations continue to rise.
What’s Next
To understand how this partnership came together and what it means for developers and platform teams:
- Watch the AppDevANGLE podcast featuring Chris Koehler of Twilio and Nick Baker of AEG
- Read the Twilio–AEG partnership announcement for additional context on where these capabilities are being deployed today
Together, they provide a concrete example of how real-time engagement platforms are moving from concept to large-scale execution.
