Manchester United and Snapdragon: A Partnership Poised to Redefine Old Trafford
Snapdragon’s Vision for Old Trafford
Snapdragon, well-known for its presence on Manchester United’s shirts, is setting its sights on a more substantial collaboration with the football giant. The technology firm, a branch of Qualcomm, is exploring the possibility of acquiring the naming rights for Old Trafford, should Manchester United decide to take this path to fund a new stadium. Don McGuire, Qualcomm’s Chief Marketing Officer, emphasized the company’s intent, stating, “We are always looking out for opportunities to raise brand awareness.”
Manchester United is currently planning a redevelopment of Old Trafford on its existing grounds. Given the projected cost of at least £2 billion, exploring various financial avenues, including naming rights, seems prudent. Snapdragon, having inked a three-year shirt sponsorship deal valued at $225 million just last July, is eager to deepen its ties with the club.
Technology and Innovation at the Heart of the Partnership
McGuire shared insights while at Snapdragon Stadium in San Diego, underscoring the potential for a brand partnership that respects the historic value of Old Trafford. “Old Trafford is Old Trafford, it should always be Old Trafford,” he remarked. However, he is open to a nuanced branding approach, suggesting a possibility similar to “Snapdragon Stadium at Bashor Field”. This indicates a strategic, respectful integration of branding that enhances the club’s legacy.
Snapdragon’s technological prowess is not just limited to smartphone chips; it spans across PCs, virtual reality, and even high-tech sunglasses. This expertise is currently being leveraged in the £50 million refurbishment of Carrington, Manchester United’s training facility, with future plans extending to Old Trafford itself. McGuire elaborated on potential enhancements including fan experiences and stadium operations, which could revolutionize how fans interact with the game day environment through augmented reality and other digital innovations.
Global Ambitions with Local Impact
During a meeting with United executives in San Diego, Snapdragon laid out its vision for Manchester United’s global engagement. McGuire’s strategy involves not only recurring visits to San Diego but also a broader international presence, stating, “We’d love for them to take it around the world and share the love.”
This global outlook aligns with Snapdragon’s market reach, where countries like China and India are pivotal. The brand’s awareness in these markets is significant, making them key players in Snapdragon’s international strategy. McGuire highlighted the importance of these markets, not just for product sales but also for strengthening the brand’s association with a global fanbase like Manchester United’s, particularly in China where the club boasts 253 million supporters.
Expanding Horizons with Manchester United
The partnership between Snapdragon and Manchester United is proving to be more than just a commercial deal; it’s a strategic alignment that benefits both entities on a global scale. As McGuire noted, the front-of-shirt sponsorship deal has already generated over a billion impressions, outpacing other clubs’ launches. This impact underscores the magnitude of Manchester United’s global influence and Snapdragon’s savvy in tapping into this potential.
Furthermore, Snapdragon’s commitment extends to fostering community engagement, as evidenced by their interest in hosting not only Manchester United but also potentially matches involving the women’s team against local teams like San Diego Wave.
In conclusion, Snapdragon’s burgeoning partnership with Manchester United is a testament to strategic brand synergy and global outreach, setting the stage for a future where technology and tradition converge at Old Trafford, enhancing the experience for fans worldwide.
