There’s nothing quite like the roar of a sold-out arena, the first note of a headliner at Coachella, or the heart-pounding energy inside Crypto.com Arena during an LA Kings game. These moments live in fans’ minds long after the lights go down.
For AEG Global Partnerships, those moments aren’t just entertainment—they’re opportunities to build meaningful, measurable value for the world’s biggest brands.
“AEG gives the world reason to cheer,” says Matt Lawler, VP of Data & Insights at AEG Global Partnerships. “And that starts with fans.” From world-class venues like The O2 in London to music festivals and professional sports teams, AEG is uniquely positioned to create experiences that brands want to be part of.
Alchemer’s SVP of Product and Services sat down with Matt Lawler from AEG to share these insights. You can watch the full webinar on-demand, here.
Why fans come first
AEG’s philosophy is simple: if the fan experience falls flat, the brand partnership won’t deliver. That fan-first mindset shapes every decision, ensuring that what happens in the stands or on the festival lawn creates lasting impact for sponsors as well. When fans walk away with memories they’ll never forget, brands walk away with the authentic connections they’re looking for.
From moments to measurable impact
Of course, unforgettable moments alone aren’t enough, brands want to see proof that their investments are working. AEG answers that demand by blending experience with data.
Instead of trying to measure everything, they focus on clarity. The team starts small, defining what success looks like and gathering only the data that matters most. This approach makes insights more actionable and avoids the noise of unnecessary metrics.
The impact is clear. In one survey run through Alchemer across multiple properties, AEG found that 88% of brand partner objectives were met. That level of reporting shows partners that great experiences aren’t just emotional wins—they’re measurable business outcomes.
The tools and partnerships that make it work
Behind the scenes, a relatively small team manages thousands of partnerships across sports, music, ticketing, and venues. To succeed at that scale, AEG relies on partners like Alchemer to make data collection and reporting seamless.
Ease of use, scalability, and reliability are non-negotiable. Reports need to be simple enough for sales teams to digest but robust enough to guide strategic decisions. Accuracy is particularly critical, partnership decisions hinge on the integrity of the data.
Why service matters as much as data
For a company built on delivering world-class experiences, the quality of its own tools and partnerships has to measure up. Working with partners who provide not just data, but dependable service and support, allows AEG to maintain its high standards across every touchpoint. That alignment ensures the behind-the-scenes work reflects the same excellence fans see at the forefront.
The bigger picture: A playbook for growth
What emerges is a repeatable cycle. Start with unforgettable fan experiences. Align them with brand objectives. Measure results in ways that matter. And rely on tools and partners that scale without losing accuracy or quality.
This model creates value for everyone involved. Fans feel the magic. Brands see the impact. And AEG strengthens its position as a global leader in live entertainment and partnerships.
Your backstage pass
The live event business may look effortless from the stands or the festival lawn, but behind the curtain it’s a careful balance of creativity, strategy, and data.
Want to see how AEG and Alchemer pull it off? Get the backstage view in the webinar Unforgettable Experiences: AEG’s Fan-to-Brand Magic.
Watch the full webinar and learn how to turn moments into measurable brand impact.
Ready to create your own fan-to-brand magic?
AEG’s story proves what’s possible when unforgettable experiences meet actionable insights. With Alchemer, you can do the same—transforming customer moments into measurable brand value.
Talk to our sales team to see how Alchemer can help you capture the magic and prove the ROI.