Garmin sleeves up with Saints
Garmin and Southampton FC have announced a new sleeve sponsorship ahead of the upcoming EFL Championship season.
The relationship between the Premier League club and the US tech company previously saw Garmin featured as the club’s back-of-shirt sponsor in the EFL Cup last season.
The partnership had also seen the club support the launch of Garmin’s flagship store in Southampton’s Westquay Shopping Centre, which remains Garmin’s only UK retail location and showcases the brand’s full range of consumer electronics.
As part of the extended collaboration, Garmin’s logo will feature on the men’s first team sleeve, with logos available in-store for fans to add to the 25/26 season shirts whilst stocks last. Coaches across both the men’s and women’s teams will utilise Garmin’s products during training with players. Garmin’s technology will also be used by the club’s sports science department.
Jon Oliver, Managing Director for Garmin UK & Ireland, said, “As a company with deep roots in Southampton, we’re proud to continue our relationship with Southampton Football Club and become the official men’s sleeve sponsor for the 2025/26 season. For us, this is about more than sport, it’s about celebrating shared values around health, fitness, and community. With our European Headquarters based here, we’re passionate about inspiring people locally to lead active lifestyles and connect through movement. Supporting Saints allows us to strengthen that mission in the heart of a city we’re proud to call home.”
Greg Baker, Chief Revenue Officer for Southampton Football Club, said, “We’re pleased to be expanding our campaign with Garmin and welcoming them as our official sleeve sponsor for the men’s first team. Garmin’s innovation and performance-driven approach aligns perfectly with our values at Southampton, and this next chapter in our relationship will bring even more benefits to our players, staff, and fans. From enhancing our training capabilities with cutting-edge technology to deepening engagement across the club, this collaboration continues to go from strength to strength.”
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