With football season upon us, and the competition ramping up the footie fan CX, we take a look at UC in the League, with 8×8, who recently renewed their partnership with Southampton FC.
Bridging the gap between “Telephone and Terrace”, 8×8 is an official partner of both Southampton FC’s Men’s and Women’s First Teams for the 2025/26 season. 8×8’s cloud-based contact center and communications technology support the club’s operations, enhance matchday experiences, and create moments of connection beyond the stadium. The two organisations collaborate on community outreach initiatives, exclusive fan experiences, and technology-led engagement projects.
Jamie Snaddon, EMEA Managing Director at 8×8, comments, “Southampton FC represents passion, dedication, and community – values that resonate deeply with us at 8×8. 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.”
Huw Fielding, Director of IT at Southampton FC agrees, “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.”
CX Champions Fantasy Team
8×8 have launched a “CX Champions Fantasy Team” to recognise IT leaders, frontline agents, and everyday heroes shaping standout CX moments.
“This is a bit of fun with serious undertones because without great CX you’re nothing,” states Snaddon. “For example, the way we see it is that your CIO is like a goalkeeper – they’re the last line of defence, while an IT manager is more like a winger –fast, agile, and keeping the operation moving, running up and down the flanks. Both are essential, they just have different roles.”
Winners will:
⚽ Be named in the official 8×8 CX Champions Fantasy Team line-up
⚽ Attend a Southampton FC home match as special guests
⚽ Receive exclusive merchandise and recognition at St. Mary’s Stadium, complete with their face being featured on the big screen.
Entries are open until the end of the English football season in May 2026 and winners are announced on a monthly basis.
