Iron Bow Technologies and AEG, along with the LA Kings, have teamed up to create a first-of-its-kind partnership that aims to transform fan engagement and elevate operational efficiency through next-generation IT solutions. Both organizations share a commitment to innovation, technology, and diversity, equity, and inclusion (DE&I), making this partnership a perfect fit for delivering impactful results.
We sat down with Rene LaVigne, CEO of Iron Bow, and Russell Silvers, Chief Operating Officer of AEG Global Partnerships, to discuss how this partnership came to be, the specific outcomes it aims to deliver, and how both companies are working together to create a game-changing experience for fans and organizations alike.
1. How did this partnership between Iron Bow and AEG come about?
Rene LaVigne: "The partnership was fostered by Russ and I leveraging our relationship serving on the Board of Trustees for our high school alma mater. This partnership is a significant milestone for Iron Bow, as it marks our first official major foray into the sports and entertainment industry. We’ve built a strong national brand over the years, particularly in the Federal Government and healthcare sectors, but this collaboration gives us immeasurable exposure in nearly 30 new markets across the U.S. It allows us to showcase our solutions in an exciting new space and underscores our commitment to further expansion into commercial, state, and local markets."
Russell Silvers: "The partnership came about very organically. Rene and I serve on a board together, and through our conversations about business, culture, and our shared experiences growing up in Los Angeles, we realized how much alignment there was between our organizations. From those conversations, we began exploring how we could work together. What started as an idea grew into a strategic partnership that aligns AEG and the LA Kings’ focus on enhancing fan experiences and operational efficiency with Iron Bow’s expertise in IT solutions."
2. How do your shared roots in Los Angeles influence this partnership?
Rene LaVigne: "Growing up in South Central LA, I never envisioned leading Iron Bow in a partnership with one of the most iconic sports organizations but here we are through the power of relationship. This is an opportunity to contribute to the city that shaped both Russell and me as well as the potential to accelerate growth of our business across the country. Our shared history in LA has definitely played a role in how we approached this partnership. It’s not just about business; it’s about giving back to our communities and creating something impactful for the place we both care so much about."
Russell Silvers: "I was born and raised in Los Angeles and have spent my entire life here. I ran track at USC, where I was the team captain, and we won two conference championships. That experience really cultivated my love for sports. After college, I took an opportunity with AEG, and 23 years later, it has shaped my entire professional life.
Rene and I share a lot of the same values, both in business and personally. Being from LA has deeply influenced both of us, and we’re excited to bring that shared passion into this partnership. It’s rare to have such a personal connection in a business relationship, but it’s what makes this collaboration so special. We’re not only enhancing fan experiences for the LA Kings but also creating something meaningful for the city we call home."
3. How do Iron Bow’s technology solutions align with AEG’s mission to deliver innovative, data-driven strategies?
Rene LaVigne: "As the next-generation solutions provider, our capabilities and deep expertise in IT Modernization, Workforce Experience, Cybersecurity, and Digital Transformation directly align with AEG’s mission to maintain its global dominance in the sports and entertainment markets while delivering the optimal customer experience. We’re here to help AEG leverage technology to streamline operations, improve efficiency, deliver the optimal customer experience to its global customer base, and ensure that their digital and physical environments are secure and ready for the future.
One key example of this is AXS Ticketing, which has around 3 million interactions with the global population every month. These interactions are constantly measured by constituents regarding ease of engagement, access, and overall user experience. We believe we can help AEG build upon these engagements to continually provide the optimal experience. In today’s rapidly evolving world, architecting the most reliable infrastructure with a strong focus on cyber readiness is critical, and that’s where our solutions can really make an impact."
Russell Silvers: "What makes this partnership exciting is the scale and diversity of AEG’s portfolio, which includes teams, venues, and events across a wide range of assets. In our early conversations, we discussed how this partnership could create operational improvements, predict new trends, and amplify fan engagement. Every time we talked about our goals for AEG and the LA Kings, Iron Bow consistently said, 'We have a solution for that,' which really built momentum. Working closely with Rene and the Iron Bow team, we identified key opportunities where their expertise could make a significant impact. This partnership is truly a win-win."
4. What specific role will Iron Bow play in improving the LA Kings’ performance both on and off the ice?
Rene LaVigne: "The LA Kings have an outstanding state-of-the art facility for the enhancement and development of their players. We believe we can enhance their competitiveness by building on their existing platform and analytics with supporting data science and AI that will accelerate critical information and, therefore, decision-making. This not only benefits the team in real-time game situations but also helps in player development and long-term strategy.”
Russell Silvers: Russell Silvers: "Performance optimization is key for us—both on and off the ice. By leveraging Iron Bow’s expertise and IT solutions, we’re able to put the onus not only on the team’s performance during games but also on how we operate behind the scenes. Real-time data solutions allow us to make faster, smarter decisions, from tracking player performance to analyzing all facets of our business operations.
Our goal is to be a Stanley Cup Champion team, and this partnership provides the tools we need to remain competitive in every aspect. Whether it’s improving the efficiency of our game-day operations or ensuring that the entire LA Kings organization runs as smoothly as possible, we’re going to achieve these goals with the help of Iron Bow.”
6. How does this partnership reflect the shared commitment to diversity, equity, and inclusion between Iron Bow and AEG?
Rene LaVigne: "This is really special for the team at Iron Bow. Long before DE&I was a focus for most companies, it was a core value of ours. We have a robust agenda around DE&I including a steering committee that is responsible for calendaring events, speakers and other activities. We’ve built a diverse, inclusive culture that we’re incredibly proud of, and this partnership allows us to extend those values into the sports and entertainment industry. Being the title sponsor for the LA Kings’ Title Night Game during Black History Month game is a reflection of that commitment. It’s a meaningful way for us to celebrate diversity while engaging with fans and supporting causes that matter. As a large business and leading organization in our space, we have one of if not the most diverse companies in the market and for us, Culture is #1! "
Russell Silvers: "Early on, Rene and I talked a lot about our shared values, including DE&I. AEG has long been committed to promoting diversity, equity, and inclusion across all our initiatives, and this partnership with Iron Bow is no different. As one of the executive sponsors of AEG’s Black Employee Resource Group, I’m particularly proud of the work we’re doing together. Supporting the Kings’ Title Night Game during Black History Month is just one example of how we’re using this partnership to make a real impact."
7. What excites you most about this partnership moving forward?
Rene LaVigne: "What excites me most about this partnership is the opportunity to break new ground in the sports and entertainment industry—an area where Iron Bow hasn’t had much experience until now. We believe this partnership with AEG will elevate our exposure and allow us to demonstrate our capabilities in a way that establishes a track record of success, which will be relevant to our continued growth and development as a leader in the marketplace.
While assisting AEG in achieving its mission, we’re also focused on the breadth of their portfolio, which is substantially larger and more complex than many realize. At the same time, enhancing AEG’s operations and fan experiences remains central to this partnership. By improving operational efficiency and delivering immersive fan engagement, we’re not only positioning Iron Bow as a key player in this space but also ensuring AEG continues to lead in delivering world-class experiences."
Russell Silvers: "What’s most exciting to me is how Iron Bow has approached this partnership from day one. In the first 60 days, they implemented an internal scorecard to assess the relationship and ensure they’re delivering real value. This isn’t just a marketing partnership—Iron Bow is holding themselves accountable, asking us how they’re performing and whether they’re meeting our needs. It’s a breath of fresh air to see that level of commitment. Together, we’re truly 'walking the walk' when it comes to using IT and tech solutions to create value. It’s all about the potential for innovation. Ultimately, this partnership is about an amazing story demonstrating the power of transformation, and I’m excited to see where it leads."
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