Southampton FC Names Garmin as Official Men’s Sleeve Sponsor for 2025/26 Season.

Roger Hampel

Image: Southampton FC

Southampton Football Club has announced the extension of its partnership with Garmin, naming the fitness technology company as the club’s Official Men’s Sleeve Sponsor for the 2025/26 season. The deal follows a successful collaboration in the previous campaign, during which Garmin appeared as back-of-shirt sponsor in Southampton’s EFL Cup fixtures.

This latest development marks a strategic evolution in the relationship, deepening ties between a Premier League club and one of the world’s leading manufacturers of GPS-enabled smartwatches and wearable performance devices.

Expanding a Local, Technology-Driven Partnership

Garmin, whose European headquarters are based in Southampton, continues to position itself as a brand committed to both elite performance and community engagement. The sponsorship agreement will see the Garmin logo featured prominently on the men’s first-team sleeve, while fans will also be able to add the logo to their 2025/26 jerseys in-store—subject to availability.

The partnership underscores Southampton’s continued focus on aligning with performance-oriented, tech-driven brands that contribute to both the commercial and sporting sides of the club.

“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.”

Integration Beyond Branding Southampton FC Garmin

The collaboration also includes deeper integration into the club’s training and sports science infrastructure. Coaches from both the men’s and women’s teams will be equipped with Garmin wearables, including the brand’s fēnix® 8 premium smartwatch, to track and optimize performance metrics in real time.

Southampton’s sports science department will utilize Garmin’s analytics to support player development, workload management, and injury prevention—highlighting the deal’s value beyond visibility.

“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.”