Manchester United and Snapdragon: More than just a Partnership?

Snapdragon, the company currently serving as the jersey sponsor for Manchester United, has shown interest in acquiring the naming rights for the iconic Old Trafford stadium, should the football club consider this option for funding a new stadium. Don McGuire, Chief Marketing Officer of Qualcomm, Snapdragon's parent company, stated that the firm is always looking for opportunities to enhance its brand recognition. With an eye on the reconstruction of Old Trafford at its current site, which is estimated to cost at least two billion pounds, Manchester United is exploring various financing options. One of these options is naming rights, and Snapdragon aims to expand its three-year jersey sponsorship partnership, valued at $225 million. Speaking at the Snapdragon Stadium in San Diego, McGuire emphasized that Old Trafford should retain its traditional name, but the addition of a brand name could not be ruled out. Among other proposals, a close collaboration is being considered for the redesign of Old Trafford and the Carrington training ground in technical and innovative aspects. Snapdragon's expertise covers a range of technologies, from smartphone processors to applications for virtual reality and connected vehicles. These competencies are expected to be utilized in the £50 million renovation of Carrington. McGuire highlighted specific improvements such as fan experiences, connectivity, and augmented reality applications in the stadium, which could elevate Manchester United to a state-of-the-art club. Various United executives, including Sir Dave Brailsford, Omar Berrada, and Collette Roche, have met with Snapdragon representatives in San Diego during Manchester United’s U.S. summer tour to discuss cooperative approaches. Regarding upcoming pre-season tours, McGuire mentioned that Snapdragon would like Manchester United to play worldwide, not just in the U.S. Markets such as China and India are of particular interest, as a significant portion of Snapdragon products are sold there. McGuire emphasized the enormous reach of the jersey partnership, which has already generated over a billion impressions in three weeks, and highlighted the importance of the women's team, which is also sponsored by Snapdragon.