Qualcomm has embarked on a strategic partnership with Manchester United, becoming the new front-of-shirt sponsor through its Snapdragon brand. The deal, valued at $225 million, aims to leverage the massive global fanbase of the football club to enhance Snapdragon's visibility worldwide. This partnership includes various promotional activities and aligns with Qualcomm's broader marketing strategies, including the launch of AI-enhanced PCs.
Qualcomm's recent partnership with Manchester United marks a significant step in sports sponsorships, leveraging the immense global reach of the football club to promote its Snapdragon brand. This collaboration comes at a time of major changes at Manchester United, with new co-owner Sir Jim Ratcliffe steering the club into a new era. The sponsorship deal, reportedly worth $225 million, spans three years and covers both men's and women's teams, showcasing the Snapdragon brand prominently on their shirts.
Carmen True, Qualcomm's Vice President of Marketing, explained the rationale behind choosing Manchester United for their front-of-shirt sponsorship. The decision was driven by the club's extensive global fanbase, which is over a billion strong and spans key markets where Qualcomm operates. This partnership not only enhances Snapdragon's visibility but also strategically aligns with Qualcomm's marketing objectives, ensuring a broad global reach and engagement across diverse demographics.
The sponsorship deal includes a series of promotional activities planned over the next year, aimed at building the Snapdragon brand. These activities involve a special match at the Snapdragon Stadium in San Diego and global activations that will be featured across social platforms. Qualcomm is also leveraging this partnership to launch its AI PC with Copilot+ and Microsoft, demonstrating the integration of Snapdragon technology in cutting-edge computing solutions.
The partnership with Qualcomm coincides with significant changes at Manchester United, following the acquisition of a 27.7% stake by British billionaire Sir Jim Ratcliffe. This transition includes a strategic overhaul of football operations and a proposed redundancy program to streamline operations. These changes are set to reshape the club's future, potentially affecting its marketing strategies and partnerships.
Qualcomm's strategic sponsorship with Manchester United represents a significant investment in global brand promotion through sports. By aligning with one of the world's most popular football clubs, Qualcomm aims to enhance the visibility and appeal of its Snapdragon brand across multiple markets. This partnership, coupled with organizational changes at Manchester United, sets the stage for both entities to leverage their strengths in pursuit of broader marketing and operational goals.
"We chose to do it because it’s really the intersection of where our consumers are." - Carmen True