In the rapidly advancing realm of sports marketing, the alliance between technology powerhouses and globally celebrated sports clubs is becoming increasingly pivotal. A noteworthy illustration of this trend is the recent extension and expansion of the principal shirt partnership between Manchester United and Qualcomm Technologies, set to run until 2029. This collaboration underscores a significant milestone in the melding of technology with sports, promising to deliver an innovative and immersive experience for fans worldwide.
For the first time in the club’s storied history, the new Manchester United jerseys prominently feature the Snapdragon brand on the front. Snapdragon, a distinguished consumer brand of processors developed by Qualcomm Technologies, powers over three billion devices globally, ranging from smartphones to PCs, extended and virtual reality glasses, gaming consoles, wearables, and automobiles. The integration of this brand onto the iconic Manchester United shirts signifies a potent fusion between state-of-the-art technology and a legendary sports institution.
A particularly exciting element of this partnership is the introduction of an augmented reality (AR) experience. Fans can unlock this immersive experience by scanning a QR code alongside the Snapdragon logo on the shirt’s front. This AR feature, developed by Qualcomm Technologies, virtually transports fans onto the pitch at Old Trafford, offering exclusive Manchester United content throughout the season. This innovative endeavor not only elevates fan engagement but also sets a new benchmark for the integration of technology into sports marketing.
The extended partnership sees Qualcomm Technologies expanding its rights into the PC category and activating the right to place a logo on the back of Manchester United shirts for the 2024/25 season. Positioned beneath squad numbers, this logo will be visible in Women’s Super League fixtures, alongside select men’s, women’s, and academy matches. This back-of-shirt branding exemplifies the innovative approach to this collaboration, showcasing the power of integrated marketing solutions within the realms of technology and sports. By harnessing the global reach and influence of Manchester United, Qualcomm Technologies aims to bolster its position as a technology sector leader.
The partnership extension follows record-breaking launches of home, away, and third shirts for the 2024/25 season, with content featuring the Snapdragon logo garnering over two billion digital media impressions—an unprecedented achievement in the club’s history. This remarkable success highlights the effectiveness of the collaboration and the immense popularity of both Manchester United and the Snapdragon brand. Omar Berrada, Chief Executive Officer of Manchester United, emphasized the synergy between Snapdragon and Manchester United, noting the ambitious plans for the club’s growth and success both on and off the pitch. Qualcomm’s dedication to this journey further cements the bond between the two organizations.
Looking to the future, the partnership between Manchester United and Qualcomm Technologies promises to bring even more innovative experiences to fans globally. Don McGuire, Senior Vice President and Chief Marketing Officer of Qualcomm Incorporated, expressed enthusiasm about the extended partnership and the continued presence of the Snapdragon brand on Manchester United shirts through 2029. He also highlighted the potential for new experiences and the integration of technology partners into the club’s community.
As Manchester United reimagines Old Trafford and Carrington, Qualcomm Technologies is poised to play a crucial role in helping the club achieve its objectives both on and off the pitch. This collaboration not only enhances the fan experience but also sets a precedent for how technology can revolutionize sports marketing.
The extended and expanded principal shirt partnership between Manchester United and Qualcomm Technologies represents a formidable leap forward in the convergence of technology and sports. With the introduction of AR experiences, expanded rights, and record-breaking shirt launches, this collaboration epitomizes the power of innovative marketing solutions. As the partnership continues to evolve, fans can anticipate even more immersive and engaging experiences, further solidifying the bond between technology and sports.
