NiCE has entered into a multi-year partnership with professional golfer and 2025 U.S. Open Champion JJ Spaun, who will serve as the company's new brand ambassador.
Under the new agreement, Spaun will represent the NiCE brand both on and off the golf course, including wearing the NiCE logo during competitions. The partnership highlights parallel narratives of consistency, performance, and innovation, linking Spaun's recent success on the PGA TOUR with NiCE's developments in AI-driven customer experience technology.
Shared values
Spaun currently holds the seventh spot in the Official World Golf Ranking. Over nearly a decade on the PGA TOUR, he has established his reputation through persistence and reliable performance. The 2025 season marked a turning point in his career, with notable achievements that include capturing his first major title at the U.S. Open, strong showings at both THE PLAYERS and the FedEx St Jude Championship, and securing automatic qualification for the upcoming Ryder Cup.
According to a statement from NiCE, Spaun's recent breakthrough and enduring focus on steady improvement mirror the company's own approach. NiCE has advanced its position in customer experience through developments in artificial intelligence, notably following its acquisition of conversational AI company Cognigy. Through new partnerships and technological updates, NiCE has sought to expand the reach and capability of its AI-first CX platform, CXone Mpower.
Brand representation
As part of the partnership, Spaun will carry the NiCE brand into golf tournaments worldwide, acting as an ambassador to fans and business partners. The partnership aims to promote values of discipline and progress, whether on the sports field or in business operations.
NiCE's Chief Executive Officer, Scott Russell, commented on the decision to partner with Spaun. He said:
"JJ's journey is one every sports fan admires, years of dedication leading to a defining breakthrough. At NiCE, we've had our own breakthrough year, fuelled by consistency and the drive to innovate with AI. Partnering with JJ isn't just about sports, it's about celebrating what it means to perform when it matters most and to keep pushing the boundaries of what's possible. We look forward to cheering JJ on at the Ryder Cup!"
Spaun echoed the sentiment, discussing his perspective on the collaboration and how it aligns with his competitive approach and achievement at the 2025 U.S. Open:
"Winning the U.S. Open was a defining moment in my career - proof of what's possible with focus, consistency, and the right team around you. That's why I'm so excited to partner with NiCE. Their commitment to innovation and excellence mirrors the same principles that drove me to that victory, and together we're going to build something even more impactful."
AI transformation
In 2025, NiCE expanded its suite of AI-enabled capabilities and focused on scaling customer experience solutions across global enterprise sectors. The company's acquisition of Cognigy and the rollout of new partnerships have underpinned a strategy of AI-integrated business transformation.
The partnership with Spaun seeks to communicate NiCE's brand message to a broader global audience, demonstrating its emphasis on achieving defined goals through sustained effort, improvement, and technological advancement. Spaun's profile on the world stage, particularly his recent major tournament performances and Ryder Cup selection, is expected to serve as a platform for these messages.
The agreement forms part of NiCE's broader commitment to support organisations, individuals, and communities in elevating their performance and experience, reinforcing a philosophy of continuous improvement driven by both technology and human determination.
