Southampton Football Club has announced that fitness technology brand Garmin will become its official Men’s First Team sleeve sponsor for the 2025/26 season. This new agreement signifies an expansion of an existing partnership between the two Southampton-based entities.
Evolution of a Strategic Partnership
The current sleeve sponsorship builds upon a successful collaboration from the previous season, during which Garmin served as Southampton’s back-of-shirt sponsor in the EFL Cup. This earlier partnership, which began for the remainder of the 2024/2025 season, marked Garmin’s return as a club partner, having previously collaborated with the Saints in 2014. The continued and expanded relationship highlights a shared commitment to innovation, performance, health, fitness, and community.
Integration of Technology and Shared Values
Beyond prominent branding on the men’s first-team shirts, the sponsorship includes a deeper integration of Garmin’s advanced technology within the club. Coaches across both the men’s and women’s teams will utilize Garmin’s products, including the fēnix® 8 premium smartwatch, during training sessions. Furthermore, Southampton’s Sports Science department will leverage Garmin’s technology to enhance training capabilities and support player development.
Jon Oliver, Managing Director for Garmin UK & Ireland, emphasized the company’s deep roots in Southampton, stating pride in continuing the relationship and celebrating shared values around health, fitness, and community. Greg Baker, Southampton FC’s Chief Revenue Officer, echoed this sentiment, noting that Garmin’s innovation and performance-driven approach perfectly align with the club’s values.
Local Presence and Fan Engagement
Garmin’s European Headquarters are based in Southampton, and the company recently launched its flagship UK retail store in the city’s Westquay Shopping Centre. This retail location showcases Garmin’s full range of consumer electronics, including smartwatches, cycling computers, golf devices, and products for automotive and marine use. As part of the extended collaboration, fans will have the opportunity to add the Garmin logo to their 2025/26 season replica shirts in-store, subject to availability. This initiative further strengthens the connection between the club, the brand, and the local community.
