Garmin on Friday announced it will become the prime sponsor of the Middlesbrough Football Club for the coming season. Commonly known as Boro, the club plays in English Premier League and went to the final of the UEFA Cup in 2005-06. “Garmin is looking to improve its brand awareness” said Clive Taylor, Garmin’s European marketing director. Garmin market share in the United Kingdom was around 14% in 2006, four times smaller than the dominant TomTom.
The deal was signed in three weeks, for an undisclosed seven-figure sum: the “biggest-ever” shirt sponsorship deal for Boro, according to club’s sources. Graham Fordy, Head of Commercial, from Middlesbrough FC said, "The deal is initially for 12 months but we are already in discussions about extending the sponsorship into a second year”.
As a prime sponsors Garmin’s name will be on the player’s shirts at home and away. As part of the association, Garmin will be providing Middlesbrough coaches and players with Garmin Forerunner sport GPS to aid their fitness training and development. “There are numerous activities where the Garmin brand will be visible, including advertising boards and online activity. Garmin will have a strong presence at the Riverside Stadium throughout the season and will also be working closely with Middlesbrough FC in community projects”, added Garmin.