AEG Global Partnerships

What AEG Global Partnerships does

AEG Global Partnerships is the global partnership brokerage division of AEG (Anschutz Entertainment Group), a privately held entertainment conglomerate owned by Philip Anschutz. Founded in 1994 and headquartered in Los Angeles, the division exclusively represents AEG's portfolio of sports, music, events, venues, ticketing, and digital content for brand partnership opportunities worldwide. The business generates revenue by brokering and structuring sponsorship deals across naming rights, official partnerships, presenting sponsorships, logo rights, hospitality packages, and digital integrations on behalf of its enterprise brand-partner clients.

The company's core technological capabilities are anchored by AXS, AEG's proprietary digital ticketing platform, which sells 45M+ tickets annually across 300+ global properties and processes $3B+ in annual sales volume, with 18M+ app users and 25M+ monthly unique visitors. AEG Multiply converts this ticketing data into audience insights for targeted brand-partner activation, while AEG Studios provides in-house content production for branded campaigns. The owned-and-operated inventory spans 75+ global venues (including Crypto.com Arena, The O2, T-Mobile Arena), 25+ music festivals (Coachella, BST Hyde Park, Stagecoach), 5 sports teams (LA Kings, LA Galaxy, Eisbären Berlin, Ontario Reign, Galaxy II), and 40,000+ annual events, supplemented by global touring operations for artists such as Taylor Swift, The Rolling Stones, and Ed Sheeran.

The go-to-market motion is enterprise field sales, with a direct sales team brokering multi-year partnership agreements with major brands and operating through advertising and media agency relationships. Pricing for partnership opportunities is not publicly disclosed and is structured per deal based on partner requirements and scope. The company serves enterprise customers across diverse industries including financial services (Crypto.com, Wells Fargo), technology (YouTube, Twilio, Zoox, TicketOS), airlines (British Airways), hospitality (Marriott Bonvoy), telecommunications (Virgin Media), consumer goods (Nike, HexClad, Allergan), automotive (Toyota), and government tourism (Visit California). Leadership is headed by Nick Baker, President and Chief Operating Officer.

Name

AEG Global Partnerships

Legal name

AEG Global Partnerships

Website

https://aeggp.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

AEG Global Partnerships is the global partnership brokerage division of AEG (Anschutz Entertainment Group), brokering brand sponsorships and naming rights across AEG's owned portfolio of 75+ venues, 25+ music festivals, 5 sports teams, and the AXS ticketing platform serving enterprise brand partners worldwide.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Sponsorship Brokerage

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Advertising Agencies (541810), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB)

akta.pro secondary industries

Festival & Live Entertainment Brand Partnerships (MPAAAGAF), Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH), Creator Partnerships & Sponsorship Sales (Brand Partnerships) (MPAAAHAK)

Keywords

• Sports sponsorship brokerage
• Venue naming rights
• Brand partnership sales
• Live entertainment marketing
• Music festival sponsorships

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Partnership/Sponsorship Brokerage: AEG Global Partnerships generates revenue by brokering and structuring sponsorship deals between brand partners and AEG's portfolio of venues, teams, festivals, and events. Revenue comes from naming rights, official partnerships, presenting sponsorships, logo rights, and hospitality packages.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

AEG Global Partnerships exclusively represents AEG's portfolio of sports teams, music festivals, world-class venues, ticketing, and digital content to broker brand partnerships. It sells naming rights, presenting partnerships, official partner designations, logo rights, out-of-home media, on-site branded activations, fan experiences, digital integrations, and hospitality and VIP experiences to enterprise brand partners. Revenue is generated by structuring multi-year sponsorship agreements that grant brands access to AEG's premium audiences across sports, music, and live entertainment properties worldwide.

Product overview

AEG Global Partnerships operates a multi-platform entertainment portfolio management business built around four core product lines: AXS Ticketing (a digital ticketing platform serving 300+ properties with 45M+ annual tickets and $3B+ annual sales volume), AEG Studios (full-service content agency producing branded content, documentaries, livestreams, and commercial production), and AEG Multiply (audience insights platform leveraging first-party data from ticketed events and venues). The company brokers brand partnerships across its unrivaled portfolio spanning world-class venues (Crypto.com Arena, T-Mobile Arena, The O2, Mercedes-Benz Arena, Dignity Health Sports Park), championship sports teams (LA Kings NHL, LA Galaxy MLS, Eisbären Berlin DEL, Ontario Reign AHL), iconic music festivals (Coachella, BST Hyde Park, Stagecoach), and custom events (College Basketball Crown, Pizza City Fest). Their global touring operations feature artists such as Taylor Swift, The Rolling Stones, and Ed Sheeran. The platform manages 75+ global venue network, 5 sports teams, 40k+ annual events, and reaches 100M+ global ticketing and media audience.

Differentiator

Problem solved

Functional benefit

Brands

• AXS: Digital ticketing platform connecting fans with live events, selling millions of tickets annually across iconic venues worldwide
• AEG Studios
• AEG Multiply
• British Airways ARC

Products and services

• AEG Global Partnerships (Sponsorship Brokerage) Partnership brokerage service that exclusively represents AEG's portfolio of sports, music, events, venues, ticketing, and digital content. Creates brand partnerships through naming rights, presenting partnerships, official partner designations, logo inclusion/rights, out-of-home media, on-site branded activations, fan experiences, digital integrations, hospitality packages, and VIP experiences for enterprise brand partners.
• AXS Ticketing Digital ticketing platform connecting fans with artists, events, and teams across 300+ global properties including teams, tours, festivals, arenas, clubs, and events. Provides seamless ticketing experiences from pre-purchase to post-event, processing 45M+ annual tickets, ~$3B+ annual sales volume, 18M+ app users, and 25M+ monthly unique visitors.
• AEG Studios Full-service in-house creative content agency producing branded content, documentaries, livestreams, commercial spots, artist stories, social stories, vignettes, and long-form content that aligns premier events, artists, and venues with brand messaging.
• AEG Multiply (Audience Insights) Audience insights and data analytics platform leveraging zero-party and first-party relationships from ticketed content and venues. Offers global data insights into the behaviors of music, sports, and entertainment fans at events and beyond, enabling targeted fan engagement at scale for brand partners.
• Global Touring (AEG Presents) Concert and tour promotion and production service worldwide featuring major artists including Rolling Stones, Taylor Swift, Ed Sheeran, and Justin Bieber. Operates through touring partners including Concerts West, Messina Touring Group, Marshall Arts Ltd, and Frontier Touring, with 16K+ annual concerts across global venues.

Quantifiable outcome

• ~$75M in media value during April and May 2023 alone for Crypto.com Arena naming rights
• +8 more outcomes

Named customers14 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered major, flagship, core and standard.

• Southern Nevada Toyota DealersmajorGTM or Marketing Partner · 30 January 2026Multi-year agreement making Toyota the Founding Partner and first Official Automotive Sponsor of T-Mobile Arena. Includes naming entitlement to Toyota Suite Entrance, immersive vehicle displays, digital and physical signage, and exclusive sweepstakes for fans.
• Zoox (Amazon)majorGTM or Marketing Partner · 11 December 2025Multi-year partnership making Zoox the official venue partner of T-Mobile Arena in Las Vegas. Includes a dedicated Zoox pickup and drop-off lane at the West VIP entrance, expanding robotaxi service to the 20,000-seat venue on the Strip. Service scheduled to begin early 2026.
• TwiliomajorGTM or Marketing Partner · 10 December 2025Multi-year strategic partnership making Twilio the official away helmet partner of the LA Kings starting 2025-26 NHL season. Twilio's logo appears on all Kings' away helmets during regular season and playoffs. The Kings implement Twilio's customer engagement technology to enhance personalized fan communications. Marked Twilio's first major partnership with an NHL team and entry into North American pro sports sponsorships.
• HexCladmajorGTM or Marketing Partner · 25 November 2025Multi-year partnership naming HexClad the Official Cookware Partner of the LA Kings. Includes in-arena integrations at Crypto.com Arena, co-branded activations, digital content, and community initiatives across Southern California. Marked HexClad's first partnership with an NHL team.
• Marriott BonvoyflagshipGTM or Marketing Partner · 24 November 2025Multi-year global partnership renewal spanning venues (Crypto.com Arena, Mercedes Benz Arena Shanghai, The O2 London, Uber Arena Berlin), festivals (Coachella, Stagecoach, All Points East, Rock en Seine), and AXS ticketing integration. Marriott Bonvoy featured on AXS travel pages connecting event browsing with travel planning.
• TicketOScoreTechnology or Integration · 18 September 2025Partnership with Crypto.com Arena and AXS to provide premium ticket management platform for suite owners and Premier Seat Members. Integration combines venue expertise, ticketing technology, and workflow management into a unified system.
• Crypto.comflagshipGTM or Marketing PartnerNaming rights partnership for Crypto.com Arena (formerly STAPLES Center). Includes extensive digital integration, event activations, and venue signage. Crypto.com Arena hosts 250+ events annually including Lakers, Clippers, Kings games, GRAMMYs, and global concerts.
• YouTubeflagshipGTM or Marketing PartnerMulti-year partnership for Coachella livestream. YouTube provides global livestreaming capabilities with AR technology integration, YouTube Shorts backstage content, and YouTube Shopping merchandise integration. 65% of livestream audience tunes in internationally.
• British AirwaysmajorGTM or Marketing PartnerPartnership at American Express presents BST Hyde Park festival. Includes naming rights for Rainbow Stage, OOH campaign, two-tier activation space with terrace, bar, photo opportunities, and silent disco. Generated 97% increase in favorability and 40% increase in consideration.
• British AirwaysmajorGTM or Marketing PartnerNaming rights partner for British Airways ARC, a new 3,800-capacity state-of-the-art venue at Olympia London opening in 2026. Part of £1.3 billion transformation of Olympia.
• Wells FargomajorGTM or Marketing PartnerPresented the One Night Only Concert Series - a five-city curated concert series featuring rising and beloved artists. Included exclusive VIP experiences, livestream components, and branded microsite. Generated 27.4M+ media impressions and 4.8M+ video views.
• Virgin MediamajorGTM or Marketing PartnerVirgin Media Gamepad gaming destination at The O2 arena, featuring three gaming zones (The Stage streaming studio, The Cave premium social gaming lounge, The Playground with 16 gaming pods). Generated 1.9M views, 67,758 guests, and 20,000+ gaming hours in 2023.
• NikemajorGTM or Marketing PartnerCoachella partnership for Air Max Week featuring AR experiences, on-site activation, and custom video content. Achieved #1 partner status in brand sentiment, consideration, intent to purchase, and brand advocacy with 3% growth in consideration and advocacy.
• AllerganstandardGTM or Marketing PartnerStagecoach festival partnership for Botox Cosmetic brand awareness. Includes VIP Saloon and General Admission activations, sweepstakes for all-inclusive festival weekend, and digital/social content strategy to drive Alle Rewards Program acquisition.
• Visit CaliforniamajorGTM or Marketing PartnerContent and distribution partnership driving tourism interest across Greater Palm Springs. Created long-form content pieces featuring Stagecoach performer Ingrid Andress. Delivered 137% goal impressions, 12% view-through rate, and 2% click-through rate.
• AXScoreChannel Partner/ Reseller/ DistributorAXS is AEG's global ticketing platform serving as both a distribution channel and data asset. AXS connects fans with artists, events and teams, processing 45M+ annual tickets and reaching 18M+ app users and 25M+ monthly unique visitors.

Scale indicators15 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Oak View Group: Oak View Group develops, owns, and operates arenas and entertainment districts with integrated sponsorship and premium hospitality sales. Directly comparable to AEGGP's venue-based sponsorship brokerage model and competing for many of the same brand partners.
• Endeavor: Endeavor (parent of IMG, WME, UFC, PBR) is a global sports and entertainment holding company that brokers sponsorship deals, owns premium sports properties, and operates in the same venue-festival-team-sponsorship intersection as AEG Global Partnerships. Most direct competitor given comparable portfolio breadth.
• Van Wagner Sports & Entertainment: Van Wagner is a sports and entertainment marketing firm specializing in venue signage, sponsorship sales, and in-arena advertising. Closely comparable to AEGGP's venue-based partnership offerings.
• Learfield: Learfield is a leading college sports sponsorship and multimedia rights holder, directly comparable to AEGGP's team sponsorship brokerage model. Competes for shared brand partner budgets in sports sponsorships.
• Wasserman: Wasserman is one of the largest sports and entertainment marketing agencies, brokering sponsorships between brands and rights holders including teams, leagues, events, and athletes. Directly comparable as a sponsorship sales intermediary.
• Legends Hospitality: Legends is a premium experiences company that sells sponsorships, premium hospitality, and merchandise for sports venues and events. Directly comparable to AEGGP's sponsorship and VIP/hospitality business.
• Octagon: Octagon is a global sports marketing agency under IPG that brokers sponsorships, manages athlete endorsements, and consults on sports properties. Highly comparable to AEGGP's brand partnership brokerage focus.

Broad incumbents

• CAA (Creative Artists Agency): CAA is a major talent and sports agency with deep sponsorship sales capabilities across sports, entertainment, and brands. Competes for brand partnership deals and athlete/talent endorsement representation.
• Live Nation Entertainment: Live Nation owns Ticketmaster, operates concert venues, and produces major festivals — competing for the same concert/festival sponsorship inventory and ticketing partnerships. A broader incumbent that overlaps with AEGGP's music festival and ticketing sponsorship business.

Regional players

• BSE Global: BSE Global operates Barclays Center and the Brooklyn Nets/New York Liberty, selling naming rights, sponsorships, and premium hospitality for a major-market venue. Comparable venue-based sponsorship business but regionally focused on NYC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aeg-global-partnerships

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AEG Global Partnerships