July 18 – Southampton Football Club have announced the extension of its partnership with Garmin, elevating the fitness technology company to Official Men’s Sleeve Sponsor for the 2025/26 season.
It’s the kind of commercial decision that demonstrates how clubs can build strategic relationships even while navigating the brutal realities of life after Premier League football – Saints were relegated last season after a brutal season in the top flight.
Despite the relegation Southampton are deepening ties with a technology partner that specialises in performance optimization. The irony isn’t lost that a club struggling with on-field metrics is partnering with a company that specialises in measuring them.
“Garmin’s innovation and performance-driven approach aligns perfectly with our values,” said Greg Baker, Chief Revenue Officer at Southampton FC. “This next chapter will bring even more benefits to our players, staff, and fans.”
Garmin previously appeared as back-of-shirt sponsor during Southampton’s EFL Cup fixtures before committing to the more prominent sleeve placement. Now they’re expanding into the club’s training infrastructure, with coaches from both men’s and women’s teams receiving Garmin wearables, including the brand’s fēnix® 8 premium smartwatch.
“It’s about more than sport,” said Jon Oliver, Managing Director of Garmin UK & Ireland. “It’s about celebrating shared values around health, fitness, and community.”
The Saints sports science department – who have in the past been renowned for their academy structure and built a pipeline of players for the first team – will utilise Garmin’s analytics for player development, workload management, and injury prevention. Given last season’s performance levels.
For Southampton, this partnership represents more than commercial necessity – it’s strategic positioning for a club determined to return to the Premier League better equipped than they left it.
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