Manchester United FC, the Premier League (PL) giant, have inked a sponsorship extension with Qualcomm Technologies, which will also feature the Snapdragon brand.
The principal shirt partnership extension, which will now run until 2029, follows record-breaking home, away and third shirt launches which feature the Snapdragon brand on the front of a Man United shirt for the first time.
Snapdragon processors power outstanding experiences from the globe’s leading digital businesses, including smartphones, next-generation PCs, extended and virtual reality glasses, gaming, wearables, and automobiles.
Since introducing the three jerseys for the 2024–25 season, content that included the Snapdragon logo has received more than two billion digital media impressions, surpassing any previous partner launch in the club’s history. Furthermore, Snapdragon Insiders, a global community of Snapdragon fans, increased by 256% in the month following the introduction of the home shirt in July compared to an ordinary month, reaching over 16 million.
Fans can enjoy a novel augmented reality (AR) experience by scanning the QR code and the Snapdragon logo on the front of the shirt, which is a first for the club. Developed by Qualcomm Technologies, the experience takes fans onto the Old Trafford pitch and will provide season-long access to exclusive Man U content.
As part of the agreement, Qualcomm Technologies boosted its rights into the PC category and exercised the ability to submit a logo to appear on the back of the Red Devils shirts for the 2024–25 season. The emblem, as shown at the recent Community Shield match, is put underneath the squad numbers and will be exhibited on the back of the shirt in Women’s Super League fixtures as well as select additional men’s, women’s, and academy matches during the 2024–25 season.
The back-of-shirt branding exemplifies the groundbreaking approach to this cooperation, as well as the power of integrated marketing solutions in technology and sports, resulting in a creative strategy to generate awareness and, ultimately, affection for the Snapdragon brand.
Omar Berrada, Chief Executive Officer, Manchester United, said, “In a short time, we have seen that Snapdragon and Manchester United are a perfect fit. We have achieved record-breaking home, away and third shirt launches, enjoyed an insightful trip with members of the first team and club leadership to Qualcomm’s HQ and taken an innovative approach to the back-of-shirt rights. Against that backdrop, we are incredibly proud to announce the extension of our principal partnership. We have ambitious plans for this club to continue to grow and win, on and off the pitch. Qualcomm’s commitment to join us on this journey shows the strength and depth of the bond between us, which we know will only be enhanced the more we work together.”
Don McGuire, Senior Vice President and Chief Marketing Officer of Qualcomm Incorporated, said, “We are thrilled to extend our partnership with Manchester United, showcasing the Snapdragon brand on the Manchester United shirts through 2029. Throughout our partnership, we look forward to helping the club achieve its goals on the pitch and off the pitch as the club reimagines Old Trafford and Carrington. We’re excited to bring our technology partners onto the back of the shirt and into the club community in unprecedented ways and enable new experiences for the 1.1 billion Manchester United fans around the world.”