LA Kings and Twilio Partner to Power Tech-Driven Fan Engagement

The LA Kings have announced a new multi-year partnership with customer engagement platform Twilio, marking the company’s first major sponsorship in the NHL and its first partnership in North American professional sports.

Beginning with the 2025–26 season, Twilio will serve as the Kings’ official away helmet partner, with its logo appearing on the sides of all away helmets during regular season and playoff games. The placement delivers national visibility across key U.S. and Canadian markets, particularly during televised road games in cities including Toronto, Seattle, Las Vegas, Dallas, Boston, and New York. The deal was brokered by AEG Global Partnerships.

Beyond branding, the partnership centers on using Twilio’s technology to enhance fan engagement. The Kings plan to integrate Twilio’s platform across their communications ecosystem to deliver more personalized messaging, real-time updates, and interactive experiences tied to game moments and season milestones.

The collaboration will also include co-created content highlighting the technology behind the fan experience, along with away-game events and hospitality activations in select markets. For the Kings, the deal supports a broader strategy focused on data-driven fan relationships across ticketing, content, and game-day engagement. For Twilio, it provides a high-profile platform to demonstrate how its customer engagement tools translate into live sports environments.

As tech-driven engagement becomes increasingly central to professional sports, the Kings-Twilio partnership underscores how teams are investing off the ice to deepen fan connection and drive measurable business impact.