Manchester United and Qualcomm Extend and Expand Principal Shirt Partnership

Rhea-AI Summary

Manchester United and Qualcomm Technologies, Inc. have extended their principal shirt partnership until 2029. The extension follows record-breaking shirt launches featuring the Snapdragon® brand, which generated over 2 billion digital media impressions. Key highlights include:

- Snapdragon Insiders community grew 256% to over 16M
- Innovative AR experience accessible via QR code on shirts
- Qualcomm expanded rights into PC category
- Snapdragon logo to appear on back of shirts for 24/25 season
- Partnership aims to enhance fan experiences and support club growth

The collaboration demonstrates the power of integrated marketing in technology and sports, creating an innovative approach to increase brand awareness and affinity for Snapdragon.

Positive

• Extension of principal shirt partnership until 2029, indicating long-term financial stability
• Record-breaking shirt launches with over 2 billion digital media impressions
• 256% growth in Snapdragon Insiders community to over 16M
• Expansion of Qualcomm's rights into PC category
• Additional branding opportunity with Snapdragon logo on back of shirts for 24/25 season

Negative

• None.

Insights

Financial Analyst

The extension of Manchester United's partnership with Qualcomm until 2029 is a significant financial move. While specific monetary terms aren't disclosed, such long-term deals often involve substantial sums. The record-breaking shirt launches and 2 billion digital media impressions indicate strong brand synergy and marketing potential. This could translate to increased merchandise sales and brand value for both entities. The expansion into the PC category and back-of-shirt branding rights suggests additional revenue streams for Manchester United. For Qualcomm, the 256% growth in Snapdragon Insiders community signals enhanced brand awareness and potential consumer base expansion, which could positively impact their market position in the highly competitive tech sector.

Marketing Expert

This partnership extension is a marketing masterclass. The integration of Snapdragon's brand with Manchester United's global appeal has created unprecedented engagement. The innovative AR experience linked to the shirt QR code is a game-changer in sports marketing, bridging physical merchandise with digital experiences. This approach not only enhances fan engagement but also provides valuable data collection opportunities. The back-of-shirt branding rights demonstrate a strategic depth to the partnership, maximizing visibility across various platforms. With Manchester United's 1.1 billion fan base, Qualcomm gains unparalleled exposure, potentially accelerating its transition from a B2B brand to a recognized consumer brand. This could be important for Qualcomm's long-term strategy in the increasingly consumer-focused tech landscape.

MANCHESTER, England--(BUSINESS WIRE)-- Qualcomm Technologies, Inc. and Manchester United have triggered the extension of their principal shirt partnership which will now run until 2029.

Following record-breaking home, away and third shirt launches, Qualcomm Technologies, Inc. and Manchester United have triggered the extension of their principal shirt partnership, which will now run until 2029 (Photo: Business Wire)

The extension follows record-breaking home, away and third shirt launches which feature the Snapdragon® brand on the front of a Manchester United shirt for the first time. Snapdragon is Qualcomm Technologies’ consumer brand of processors and can be found in more than 3 billion devices globally. The Snapdragon processors power premium experiences from the world's biggest digital brands across smartphones, next-generation PCs, extended and virtual reality glasses, gaming, wearables, and cars.

Since the release of the three iconic shirts for the 2024/25 season, the content featuring the Snapdragon logo has amassed over 2 billion digital media impressions, which is more than any other partner launch in the club’s history. In addition, Snapdragon Insiders, a global community of Snapdragon enthusiasts, has grown 256% in the month after the release of the home shirt in July versus an average month, to over 16M.

In a first for the club, the new shirts featuring the Snapdragon brand launched with an innovative augmented reality (AR) experience which fans can access by scanning a QR code and the Snapdragon logo on the front of the shirt. The experience, developed by Qualcomm Technologies, brings fans onto the pitch of Old Trafford and will feature exclusive Manchester United content throughout the season.

As part of the extension, Qualcomm Technologies has expanded its rights into the PC category, and activated the right to nominate a logo to appear on the back of Manchester United shirts for the 24/25 season. As seen at the recent Community Shield match, the logo is placed beneath the squad numbers and will be visible on the back of the shirt in Women’s Super League fixtures as well as certain other men’s, women’s and academy matches throughout the 2024/25 season.

The back of shirt branding demonstrates the ground-breaking approach to this collaboration and the power of integrated marketing solutions within technology and sports, creating an innovative approach to increasing awareness, and ultimately affinity, for the Snapdragon brand.

Omar Berrada, Chief Executive Officer of Manchester United, said: “In a short time, we have seen that Snapdragon and Manchester United are a perfect fit. We have achieved record-breaking home, away and third shirt launches, enjoyed an insightful trip with members of the first team and club leadership to Qualcomm’s HQ and taken an innovative approach to the back of shirt rights. Against that backdrop, we are incredibly proud to announce the extension of our principal partnership.

“We have ambitious plans for this club to continue to grow and win on and off the pitch. Qualcomm's commitment to join us on this journey shows the strength and depth of the bond between us, which we know will only be enhanced the more we work together."

Don McGuire, Senior Vice President and Chief Marketing Officer of Qualcomm Incorporated said: "We are thrilled to extend our partnership with Manchester United, showcasing the Snapdragon brand on the Manchester United shirts through 2029. Throughout our partnership, we look forward to helping the Club achieve its goals on the pitch and off the pitch as the Club reimagines Old Trafford and Carrington. We’re excited to bring our technology partners onto the back of shirt and into the club community in unprecedented ways and enable new experiences for the 1.1 billion Manchester United fans around the world.”

Notes to editors

Manchester United

Manchester United is one of the most popular and successful sports teams in the world, playing one of the most popular spectator sports on Earth. Through our 146-year heritage we have won 69 major trophies, enabling us to develop the world’s leading sports brand and a global community of 1.1 billion fans and followers. Our large, passionate community provides Manchester United with a worldwide platform to generate significant revenue from multiple sources, including sponsorship, merchandising, product licensing, new media & mobile, broadcasting and match day.

About Qualcomm

Qualcomm relentlessly innovates to deliver intelligent computing everywhere, helping the world tackle some of its most important challenges. Our proven solutions drive transformation across major industries, and our Snapdragon® branded platforms power extraordinary consumer experiences. Building on our nearly 40-year leadership in setting industry standards and creating era-defining technology breakthroughs, we deliver leading edge AI, high-performance, low-power computing, and unrivalled connectivity. Together with our ecosystem partners, we enable next-generation digital transformation to enrich lives, improve businesses, and advance societies. At Qualcomm, we are engineering human progress.

Qualcomm Incorporated includes our licensing business, QTL, and the vast majority of our patent portfolio. Qualcomm Technologies, Inc., a subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of our engineering and research and development functions and substantially all of our products and services businesses, including our QCT semiconductor business. Snapdragon and Qualcomm branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Qualcomm patented technologies are licensed by Qualcomm Incorporated.

Qualcomm and Snapdragon products mentioned within this press release are offered by Qualcomm Technologies, Inc. and/or its subsidiaries.

Qualcomm and Snapdragon are registered trademarks of Qualcomm Incorporated.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240815782554/en/

Michael Gibson

Head of Corporate Communications

Email: michael.gibson@manutd.co.uk

Tel: +447917 091109



Clare Conley

Media Relations

1-858-845-5959

corpcomm@qualcomm.com

Source: Manchester United

FAQ

When does Manchester United's partnership with Qualcomm extend to?

Manchester United's partnership with Qualcomm has been extended until 2029.

What brand is featured on Manchester United's shirts for the 2024/25 season?

The Snapdragon® brand, owned by Qualcomm Technologies, is featured on Manchester United's shirts for the 2024/25 season.

How many digital media impressions did the new Manchester United shirts generate?

The new Manchester United shirts featuring the Snapdragon logo generated over 2 billion digital media impressions.

What new feature is available on Manchester United's shirts for fan engagement?

An innovative augmented reality (AR) experience is accessible by scanning a QR code and the Snapdragon logo on the front of the shirt.

Where will the Snapdragon logo appear on Manchester United's shirts for the 24/25 season?

The Snapdragon logo will appear on the back of Manchester United's shirts, beneath the squad numbers, for the 24/25 season.