The firm, with strong roots across Hampshire and serving clients across the UK, will become the club’s official financial advice partner for the 2026/27 season.

The collaboration aims to improve financial literacy in the community by making financial education and advice more accessible.

Saints chief revenue officer Greg Baker said: “We’re delighted to welcome EIGHT as our official financial advice partner.

“Their commitment to making financial education more accessible, together with the work of the EIGHT Foundation, makes this a natural partnership for the club and our community.”

Ian Riggs, CEO of EIGHT Financial Advice and founder of the EIGHT Foundation, said: “We’re incredibly proud to become Southampton Football Club’s official financial advice partner.

“For us, this is about far more than seeing the EIGHT name around St Mary’s.

“Southampton Football Club sits at the heart of its community, and this partnership gives us an opportunity to reach people who may never previously have considered financial advice – or who may have assumed it wasn’t for them.”

Throughout the season, EIGHT will engage with Saints supporters through educational activities and its new Talk to EIGHT campaign.

The scheme is designed to challenge misconceptions about financial advice and make it feel more approachable.

According to a 2025 study by the Financial Conduct Authority, only 8.6 per cent of UK adults received regulated financial advice on investments, pensions, or retirement planning in the previous year.

Welcoming our new Official Financial Advice Partner, Eight Financial Advice 🤝 🔗 https://t.co/zNbVuminRt https://t.co/kwYElRyGFI

— Southampton FC (@SouthamptonFC) October 7, 2026

The partnership will also strengthen links between the EIGHT Foundation and Saints Foundation.

Both organisations will work together to identify and support local projects, with a focus on children, young people, and families in need.

The EIGHT Foundation, established in 2017, is a grant-making trust supporting smaller causes related to health, poverty, and education.

Riggs added: “Throughout our lives, we experience events and milestones that can have a real impact on our finances.

“We want to help people plan for those moments, understand their options, build confidence from a young age, and make informed decisions as their needs and ambitions change.”