Garmin will be the new name on the shirts of Middlesbrough FC when the 2007-08 season kicks off after the club signed its biggest ever sponsorship deal with the satellite navigation equipment company.
The two parties signed an initial one-year deal with Garmin for an undisclosed seven-figure sum but negotiations are already underway to extend the club's principal sponsorship for a further year.
“Garmin is looking to improve its brand awareness” said Clive Taylor, Garmin's European marketing director. Garmin’s market share in the UK was around 14 per cent in 2006.
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