Saints expand Garmin sponsorship to sleeve, with added focus on performance
The fitness technology company Garmin has been promoted to Official Men’s Sleeve Sponsor for the 2025–2026
season by Southampton Football Club, who announced the extension of their agreement on July 18.
This type of business choice shows how teams may forge strategic alliances despite negotiating the harsh realities of
life outside of the Premier League. Saints were demoted last season following a terrible season in the top division.
Southampton is strengthening its relationship with a technology partner that specialises in performance
optimisation despite the relegation. The fact that a team that struggles with on-field stats is working with a company
that specialises in measuring them is ironic.
Greg Baker, Chief Revenue Officer at Southampton FC, stated, “Garmin’s innovation and performance-driven
approach perfectly align with our values.” “Our players, employees, and supporters will reap even greater rewards
from this next chapter.”
Prior to deciding on the more noticeable sleeve location, Garmin was a back-of-shirt sponsor for Southampton’s EFL
Cup games. Coaches from the men’s and women’s teams are now receiving Garmin wearables, including the brand’s
high-end fēnix® 8 smartwatch, as part of their expansion into the club’s training infrastructure.
According to Jon Oliver, Managing Director of Garmin UK & Ireland, “it’s about more than sport.” “It’s about
celebrating common values related to community, fitness, and health.”
has previously been well-known for its academy system and produced a pool of players for the first team—will make
use of Garmin’s analytics. considering performance levels from the previous season.
This collaboration is more than just a business need for Southampton; it’s strategic positioning for a team that wants
to enter the Premier League stronger than when it departed.
Read more news on https://www.sportupdates.co.uk/
Leave a Reply