LOS ANGELES — The LA Kings announced a landmark multi-year partnership with Twilio on Wednesday, naming the global customer-engagement platform as the team’s Official Away Helmet Partner beginning this season. Twilio’s logo will appear on all Kings away helmets starting tonight when the team takes the ice against the Seattle Kraken, marking the company’s first partnership with an NHL franchise and its debut in North American professional sports.
The agreement, brokered by AEG Global Partnerships, positions Twilio prominently across top U.S. and Canadian media markets throughout the 2025-26 season. For the Kings, the partnership signals a deeper embrace of advanced technology as the franchise continues investing in personalized, data-driven communication tools to elevate the fan experience.
“We’re proud to welcome Twilio, an industry leader in customer engagement, as our official away helmet partner,” said LA Kings President Luc Robitaille. “Their technology platform will help us communicate with season ticket members and fans in more personalized, meaningful ways – deepening their connection to the team whether they’re cheering from our home ice at Crypto.com Arena or following us on the road.”
As part of the agreement, Twilio’s customer-engagement technology will be integrated across Kings fan-facing communications, enabling targeted messaging before, during, and after games. The collaboration will also feature custom content highlighting Twilio’s capabilities and hospitality events in select NHL markets, where the brand expects to reach key audiences—from tech builders to business leaders—through its highly visible helmet placement.
For Twilio, the partnership represents a major step into professional sports at a moment when technology companies are increasingly weaving themselves into fan engagement and live entertainment ecosystems.
“Partnering with a world-class, dynamic organization like the LA Kings gives us a great chance to connect with both our current and future builder audiences and do it in ways that are fun, unexpected, and genuinely memorable,” said Chris Koehler, Chief Marketing Officer at Twilio.
The Kings believe Twilio’s tools will help the organization deliver more personalized and interactive touchpoints throughout the season, from ticketing to in-arena moments to postgame engagement.
“Understanding our fans and strengthening their relationship with our team is at the core of our strategy,” said Suzi Alvarez, the Kings’ Vice President of Strategy, Analytics and Technology. “This partnership with Twilio gives us enormous potential to create more tailored experiences and drive measurable impact across our business.”
With the newly branded helmets debuting tonight, the partnership ushers in a new era of collaboration between a legacy NHL franchise and a leading tech innovator—one signaling the expanding role technology companies are playing in shaping the future of sports, fan engagement, and premium brand exposure.