Manchester United Unveils Qualcomm’s Snapdragon as New Shirt Partner

Manchester United has officially announced Qualcomm Technologies, Inc. as its new principal shirt partner for the upcoming 2024/25 season, showcasing the Snapdragon brand on the team’s home kit as well as the away and third kits. This collaboration expands on the existing strategic partnership between Qualcomm Technologies and the club.

The newly revealed home kit, emblazoned with the Snapdragon brand, was launched by adidas ahead of the pre-season tour in Europe and the US, where the team will face Real Betis at the Snapdragon Stadium for the Snapdragon Cup in San Diego on July 31. The launch video features Manchester United legend Eric Cantona, embodying the emotion, creativity, and spirit the collaboration with Snapdragon aims to bring to fans.

The agreement with Qualcomm marks a significant shift, replacing TeamViewer on the jerseys. Qualcomm’s Snapdragon processors power over 3 billion devices globally, ranging from smartphones to gaming devices and wearables, making it a leading technology brand in the market. This move is part of Qualcomm’s strategic efforts to expand its consumer reach globally through football sponsorship.

As part of this partnership, fans will be able to access an augmented reality (AR) experience by scanning the Snapdragon logo on the kit, transporting them onto the iconic pitch of Old Trafford and providing exclusive Manchester United content throughout the season. Jean-Claude Blanc, Chief Executive of Manchester United, expressed excitement over the collaboration, emphasizing the potential for groundbreaking fan experiences.

Don McGuire, Senior Vice President and Chief Marketing Officer of Qualcomm Incorporated, highlighted the opportunity presented by the 1.1 billion strong fanbase of Manchester United, one of the most recognized names in global sports. The partnership aims to elevate the Snapdragon brand to new heights, fostering greater awareness and affinity among consumers for its role in delivering premium digital experiences.

Qualcomm’s foray into sports sponsorships isn’t new, having previously engaged in partnerships with various sports entities such as Mercedes in the F1 arena. This move to partner with Manchester United, the world’s most valuable soccer team, signifies Qualcomm’s commitment to leveraging football as a key platform for global brand building.

The deal between Manchester United and Qualcomm also features unique elements, including the opportunity for Snapdragon to showcase a charitable partner on the jerseys once a year. Additionally, Snapdragon will control the back of the jersey real estate for another sponsor, opening up new avenues for partnership value creation.

With the Snapdragon brand taking center stage on Manchester United’s jerseys, the club continues to solidify its position as a powerhouse in the football sponsorship landscape, capturing the attention of fans and stakeholders alike. Stay tuned for more exciting collaborations and experiences as the partnership unfolds throughout the season.