Top-tier English soccer team Tottenham Hotspur have announced a new three-year strategic partnership with Ant International, a digital payment and financial technology firm.
The deal sees Ant International and its brands Alipay+, Antom, and WorldFirst become the exclusive official global payment solutions and digital wallet partners of the club, as well as making Alipay+ the first official training wear sleeve partner for both the men’s and women’s teams.
The club will work with Alipay+ and Antom on the payment experience for attendees at the Tottenham Hotspur Stadium and on e-commerce platforms.
As part of the deal, Ant International will also support Tottenham on activations to drive growth and engagement with the club’s fanbase in the Asia-Pacific region via its partner digital payment apps, including Alipay.
Ant International has previously sponsored both the UEFA Euro 2020 and 2024 national team tournaments.
Meanwhile, Southampton have renewed a deal with contact center firm 8x8.
The extension maintains the partnership for the 2024-25 season, with 8x8’s becoming the club's official business communications specialist.
The two entities first partnered for Southampton’s home match against Bristol City in November 2023, with the contact center becoming an official partner in February 2024.
The partnership has thus far consisted of 8x8 branding presence at Southampton press conferences, stadium advertising, and hospitality ticket competitions.
Additionally, 8x8’s contact center solution is used by Southampton staff across their ticket office, hospitality team, and supporter services.
Last month, newly promoted Southampton also partnered with games room company Home Leisure Direct, designating the firm as a regional partner for the 2024-25 season.
Southampton have also secured several other new sponsors for the new season, including deals with cryptocurrency casino Rollbit as their front-of-shirt partner, British cruise line P&O Cruises as sleeve sponsor, and Draper Tools as training kit partner.
