8x8 extends Southampton FC partnership to boost fan engagement
8x8 has renewed its partnership with Southampton Football Club and will continue as an official partner for both the Men's and Women's First Teams until the end of the 2025/26 season.
This extension continues a collaboration that integrates 8x8's cloud-based contact centre and communications technology into the club's day-to-day operations, with an emphasis on improving supporter engagement and streamlining matchday services.
Continued collaboration
The partnership, which has been in effect for several seasons, supports the club's activities beyond simple sponsorship arrangements. 8x8's technology assists with core processes, such as ticketing and hospitality, as well as initiatives designed to deliver more personalised fan interactions.
Under the renewed agreement, 8x8 will maintain its high-profile presence at Southampton's matches through LED perimeter board displays and will benefit from digital and social media integration. The company and club also plan to continue their joint efforts on community outreach, exclusive fan experiences, and projects focused on technology-driven engagement.
Insights from key stakeholders
"Southampton FC represents passion, dedication, and community - values that resonate deeply with us at 8x8," said Jamie Snaddon, EMEA Managing Director at 8x8. "This partnership is about more than sponsorship. It's about giving the club the tools to connect with supporters in ways that feel personal, whether that's answering a fan's question, delivering a matchday update, or creating a memorable surprise. We're proud to keep building those moments together."
The agreement has produced a range of engagement initiatives, including direct calls made by players to season book holders using 8x8's contact centre system. This allows supporters, many of whom have backed the club for years or decades, the opportunity to connect personally with team members and feel recognised for their loyalty.
On the operational side, Southampton FC continues to rely on the 8x8 platform for internal communications and to underpin services for supporters. Huw Fielding, Director of IT at Southampton FC, commented on the renewed arrangement:
"8x8's technology has become part of the way we operate - from supporting our ticketing and hospitality services to enabling unique experiences for our supporters. Renewing this partnership means we can keep raising the bar for how we connect with fans, on matchdays and throughout the year."
Technology and integration
8x8's unified communications platform brings together contact centre operations, business telephony, embedded AI, and customer data in a single system. According to the company, this provides organisations with improved communication clarity, operational efficiency and increased loyalty from customers or supporters.
Southampton Football Club joins other global organisations that use the 8x8 platform to deliver live, real-time experiences for the communities they serve. Projects undertaken as part of the partnership include opportunities for fans to interact with the club in unique ways, such as direct updates and special surprises on matchdays.
Ongoing partnership
The extension of the sponsorship will see 8x8 continue to support both Men's and Women's First Teams at Southampton and contribute to a variety of operational and fan-facing activities through the upcoming seasons. Both parties state that the collaboration underpins shared values around passion and community engagement, as well as an emphasis on new ways to connect the football club with its supporters.
