Carmen True, Vice President of Marketing at Qualcomm, has revealed the rationale behind their next big move. The tech giant has forged a three-year shirt sponsorship deal with Manchester United, reportedly valued at about $225 million. The universal appeal of Manchester United, boasting a billion fans globally, is considered a significant factor in this alliance.
The partnership is expected to boost Qualcomm’s global image and develop its brand image with a more diverse set of audience. The deal is designed to associate Qualcomm with progress, passion, and innovation – values that both Qualcomm and the football club share.
Qualcomm’s branding, Snapdragon, is set to be displayed on both the men’s and women’s team jerseys from this summer. This branding move is aimed at extending Snapdragon’s visibility among a broader demographic. It’s yet another strategic step towards promoting brand awareness beyond the technologically-inclined circles.
The association with Manchester United presents an opportunity for Snapdragon to connect with a vast audience, particularly sports enthusiasts.
Qualcomm’s $225M Manchester United sponsorship strategy
It also resonates with Snapdragon’s commitment to technological innovation and aligns itself with the qualities of strength, speed, and performance that it embodies.
Qualcomm’s strategy for this sponsorship hopes to maximize their marketing potential, as it provides an opportunity for worldwide brand visibility and a platform for fan engagement. Qualcomm and Manchester United’s collaboration focuses on reinforcing their commitment towards cutting-edge technology and a superior user experience.
At the same time, Manchester United is undergoing significant changes, with co-owner Sir Jim Ratcliffe and the Ineos team leading the way. Restructuring is on the cards due to a cost assessment for the 2024/25 season, which may result in the loss of about 250 positions at the club. This strategic shift marks a new era for United, with potential for transformational changes in the club’s future course.
Along with the sponsorship, Qualcomm plans to launch a lineup of events. These include a new kit unveiling on July 1, a special match at Snapdragon Stadium in San Diego, and a season kickoff event later in the year. As part of this sponsorship, Qualcomm also intends to demonstrate its cutting-edge technology through various exhibits and displays.
As Manchester United steps into a crucial phase of its history, the focus lies in improving performance both on and off the pitch. While these bold steps taken by Sir Jim Ratcliffe and the Ineos team may shake things up, the aim is to continue striving for excellence in football.