Southampton has announced it’s continuing its partnership with leading fitness technology brand Garmin, who will join as the Official Sleeve Sponsor for the men’s first team.
This latest announcement builds on the successful partnership between the two organisations last season, which saw Garmin feature as the back-of-shirt sponsor during the EFL Cup and included support for the launch of Garmin’s flagship store in Southampton’s Westquay Shopping Centre.
The store, Garmin’s only retail location in the UK, showcases the brand’s full range of consumer electronics, from smartwatches and cycling computers to golf devices and products for automotive and marine use.
As part of the renewed partnership, Garmin’s logo will appear on the sleeve of the Men’s First Team kit, and fans will also have the opportunity to add the logo to their 2025/26 shirts in-store, while stocks last.
Coaches from both our Men’s and Women’s teams will be using Garmin products during training, including the brand’s premium smartwatch, the fēnix 8.
Garmin’s technology will also play a key role in supporting our Sports Science department.
Jon Oliver, Managing Director for Garmin UK & Ireland, said the partnership with Southampton FC supports Garmin’s mission to promote health, fitness, and community in a city they proudly call home.
“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,” he said in a press release.
“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 Bakerv, Southampton Chief Revenue Officer, said the expanded partnership with Garmin as Official Sleeve Sponsor reflects shared values of innovation and performance, and will deliver greater benefits across the club.
“We’re pleased to be expanding our campaign with Garmin and welcoming them as our Official Sleeve Sponsor for the Men’s First Team,” he said in a press release.
“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.”
Together, Southampton FC and Garmin are building on shared values to drive innovation on the pitch, support player performance, and strengthen community connections for seasons to come.
