September 02, 2025
From Stadium to Screen: 8×8 Deepens Partnership with Southampton
8×8 has renewed its sponsorship agreement with Southampton Football Club, extending the partnership with both the Men’s and Women’s First Teams through the 2025/26 season.
Since first teaming up, 8×8’s contact centre and communications technology have played a key role in streamlining the club’s operations, improving matchday experiences, and creating memorable interactions between the Saints and their supporters.
“Southampton FC represents passion, dedication, and community – values that resonate deeply with us at 8×8,” said Jamie Snaddon, EMEA Managing Director at 8×8, Inc. “This partnership is 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.”
As part of the renewed deal, 8×8 will continue to feature on LED perimeter boards and across Southampton FC’s digital and social channels. The collaboration will also expand into community initiatives, exclusive fan events, and new technology-driven projects.
One initiative already resonating with fans allows players to use 8×8’s Contact Centre platform to personally call season ticket holders, thanking them for years of support.
“8×8’s technology has become part of the way we operate – from supporting our ticketing and hospitality services to enabling unique experiences for our supporters,” said Huw Fielding, Director of IT at Southampton FC. “Renewing this partnership means we can keep raising the bar for how we connect with fans, on matchdays and throughout the year.”
With its unified cloud platform that integrates telephony, contact centre, AI, and customer data, 8×8 enables organisations to communicate seamlessly, run efficiently, and strengthen loyalty. Southampton FC joins a global network of businesses leveraging 8×8 to deliver connected, real-time experiences to the people who matter most.
