8×8 and Southampton FC Extend Partnership to Connect Phone to Pitch

08/28/2025 – 03:00 AM

From St. Mary’s to Silicon Valley: 8×8 Extends Partnership with Southampton FC

LONDON – In a move that underscores the growing synergy between technology and sports, 8×8, Inc. (NASDAQ: EGHT), a heavyweight in the customer experience (CX) platform arena, has announced the renewal of its sponsorship deal with Southampton Football Club. This extension sees 8×8 continuing as an official partner for both the Men’s and Women’s First Teams through the 2025/26 season, a testament to the fruitful collaboration thus far. This partnership is not just about branding; it’s about tangible technological integration.

The existing agreement has already witnessed 8×8’s cloud-based contact center and communications technology becoming an integral part of the club’s operations. CNBC sources indicate that the technology is streamlining everything from matchday experiences to fostering deeper connections with fans beyond the stadium walls. Think enhanced ticketing services and real-time updates – all powered by 8×8.

“Southampton FC embodies passion, dedication, and community – values intrinsically linked to 8×8,” stated Jamie Snaddon, EMEA Managing Director at 8×8, Inc. “This partnership is more than just a sponsorship play. It’s about empowering the club with tools to cultivate personal connections with their supporters, from answering queries to delivering timely matchday updates. We’re thrilled to continue building these moments together.”

Under the renewed agreement, 8×8 will maintain high-profile visibility through LED perimeter boards and impactful digital and social media integration. Sources suggest that collaborations on community outreach programs, exclusive fan experiences, and cutting-edge technology-driven engagement projects are also in the pipeline, raising the stakes for fan interaction.

The tie-up has already borne fruit, with players leveraging 8×8’s Contact Center to connect directly with season ticket holders, engaging in dialogues about their long-standing support. This is about more than just a courtesy call; it’s about fostering genuine relationships.

Huw Fielding, Director of IT at Southampton FC, highlighted the integral role of 8×8’s technology, stating, “It has become deeply embedded in our daily operations, from supporting ticketing and hospitality, to curating unparalleled experiences for our fans. Extending this partnership allows us to continually elevate how we engage with our supporters, both on match days and throughout the entire year.”

8×8’s platform unifies crucial functions, including contact center operations, business telephony, embedded AI, and customer data, into one seamless system. This unified approach allows organizations to sharpen their communication strategies, boost operational efficiencies, and cultivate enduring customer loyalty. Southampton FC now joins a growing global roster of companies leveraging 8×8 to forge interconnected, real-time experiences that resonate with their most important stakeholders.