Roger Hampel
Photo Credit: Southampton Football Club
Southampton Football Club has announced a new partnership with Garmin, a leading technology company, for the remainder of the 2024/2025 season. The agreement revives a collaboration from 2014 and marks an important milestone as Garmin becomes the club’s first-ever back-of-shirt sponsor during the EFL Carabao Cup competition.
Garmin Logo to Feature in Carabao Cup Matches
The partnership will debut on December 18, when Southampton faces Liverpool in the Carabao Cup quarter-finals at St Mary’s Stadium. The Garmin logo will appear on the back of the team’s shirts for the competition, enhancing brand visibility on one of the UK’s largest football stages.
Strengthening Local Ties
Both Southampton-based entities share strong roots in the local community. Garmin’s European headquarters and its flagship retail store are located in Southampton. Opened at the Westquay Shopping Centre, the store showcases Garmin's diverse range of consumer electronics, including smartwatches, cycling computers, and marine technology. This partnership further solidifies Garmin’s connection to the city and its ongoing investment in the local area. Garmin Southampton FC
Partnership Details
In addition to its placement on Southampton’s Carabao Cup shirts, Garmin will benefit from LED and big-screen advertising at St Mary’s Stadium throughout the season. The collaboration also includes exclusive appearances by Southampton players at Garmin-hosted events, creating opportunities for fan engagement and brand interaction.
Comments from Southampton FC and Garmin
Greg Baker, Chief Revenue Officer at Southampton FC, expressed enthusiasm about the partnership:
“We’re excited to work with Garmin again. Both our club and Garmin are globally recognized but deeply connected to Southampton. This partnership aligns with our mutual focus on innovation and performance, and we’re looking forward to collaborating throughout the season.”
Jon Oliver, Managing Director of Garmin UK and Ireland, highlighted the significance of the agreement:
“We’re thrilled to see the Garmin brand on Southampton shirts during their Carabao Cup run. Garmin’s mission to support health, fitness, and wellbeing aligns perfectly with this partnership, and we’re eager to see how it develops over the season.”
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