AEG Global Partnerships expands service offering to include AdTech and education

Today, AEG Global Partnerships announces the expansion of its service offering, with a new AdTech platform and education initiative to provide brands with more opportunities to connect with live entertainment fans and build future talent.

The sponsorship arm of AEG Europe, the world’s leading sports and live entertainment company, has introduced AEG Digital Solutions — a new digital service that features an advanced AdTech platform. By combining AEG’s owned channels, such as digital screens and AXS apps, with Meta and Google advertising services, the platform offers brands the ability to supercharge existing partnerships or run standalone campaigns with precision and scale.

Powered by first-party data, brands can now connect and reconnect with fans starting at the point of purchase and continuing far beyond the events themselves. Starting with a database of more than four million live entertainment fans across the UK, with plans to expand significantly over the next 12 months, the new platform offers tight targeting and greater cost effectiveness. An initial partner pilot suggests the service could reduce CPA by at least 40%.

In addition to AEG Digital Solutions, which is designed to create opportunities for greater campaign integration and reach among music fans, AEG is also launching a new music education programme to support learning, development and social inclusion.

In the face of declining funding, the team at The O2 has created a new music education programme designed to empower young people through music in conjunction with the Tri-Borough Music Hub. Having funded a pilot in Spring 2025, facilitating 61 sessions across four alternative provision settings in London, the program had a 96% engagement rate, with notable increases in self-expression and confidence.

Given the success of the initial pilot, AEG Global Partnerships is now looking for a brand partner that shares AEG’s values of empowerment through music to shape and expand the programme. Through deep community engagement, the programme provides opportunities to support learning, development and social inclusion.

Speaking about AEG Global Partnerships’ expansion, Nathan Kosky, Vice President – Europe, said: “We are always looking for ways to level-up our offering, and these new services provide new opportunities for brands to engage with music fans and local communities in very different ways. AEG Digital Solutions closes the gap between physical activations and digital interactions, increasing opportunities for full integration with brands’ wider marketing strategies. Meanwhile, the new education programme is a unique opportunity for brands who believe, as we do, that music can be transformative for young people and provide a platform to build both skills and confidence.”

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For further information or to arrange an interview, please contact: Beth Hardwick, Visible PR – beth.hardwick@visiblepr.com / +44(0)7710 529 953