Manchester United and Qualcomm Extend and Expand Principal Shirt Partnership
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.
Il Manchester United e Qualcomm Technologies, Inc. hanno esteso la loro partnership principale per la maglia fino al 2029. L'estensione segue il lancio record delle maglie che hanno presentato il marchio Snapdragon®, generando oltre 2 miliardi di impressioni sui media digitali. I punti salienti includono:
- La community Snapdragon Insiders è cresciuta del 256% fino a oltre 16 milioni
- Esperienza AR innovativa accessibile tramite QR code sulle maglie
- Qualcomm ha ampliato i diritti nella categoria PC
- Il logo Snapdragon comparirà sul retro delle maglie per la stagione 24/25
- La partnership mira a migliorare le esperienze dei fan e supportare la crescita del club
Questa collaborazione dimostra il potere del marketing integrato nella tecnologia e nello sport, creando un approccio innovativo per aumentare la consapevolezza del marchio e l'affinità per Snapdragon.
Manchester United y Qualcomm Technologies, Inc. han ampliado su asociación principal de camisetas hasta 2029. La ampliación sigue a lanzamientos récord de camisetas que presentan la marca Snapdragon®, que generó más de 2 mil millones de impresiones en medios digitales. Los puntos destacados incluyen:
- La comunidad Snapdragon Insiders creció un 256% hasta más de 16 millones
- Experiencia AR innovadora accesible a través de un código QR en las camisetas
- Qualcomm amplió los derechos en la categoría de PC
- El logo de Snapdragon aparecerá en la parte posterior de las camisetas para la temporada 24/25
- La asociación tiene como objetivo mejorar las experiencias de los aficionados y apoyar el crecimiento del club
La colaboración demuestra el poder del marketing integrado en tecnología y deporte, creando un enfoque innovador para aumentar el reconocimiento de la marca y la afinidad por Snapdragon.
맨체스터 유나이티드와 Qualcomm Technologies, Inc.는 2029년까지 주요 유니폼 파트너십을 연장했습니다. 이 연장은 Snapdragon® 브랜드가 포함된 기록적인 유니폼 출시 이후 이루어졌으며, 20억 이상의 디지털 미디어 노출을 생성했습니다. 주요 내용은 다음과 같습니다:
- Snapdragon Insiders 커뮤니티가 256% 성장하여 1,600만 명 이상으로 증가
- 유니폼에 QR 코드를 통해 접근할 수 있는 혁신적인 AR 경험
- Qualcomm이 PC 분야로 권리를 확장함
- 24/25 시즌 유니폼 뒷면에 Snapdragon 로고가 등장
- 파트너십은 팬 경험을 향상하고 클럽의 성장을 지원하는 것을 목표로 함
이번 협업은 기술과 스포츠에서 통합 마케팅의 힘을 보여주며, Snapdragon에 대한 브랜드 인지도와 호감도를 높이는 혁신적인 접근 방식을 창출합니다.
Manchester United et Qualcomm Technologies, Inc. ont étendu leur partenariat principal pour les maillots jusqu'en 2029. Cette extension fait suite à des lancements de maillots record mettant en avant la marque Snapdragon®, qui ont généré plus de 2 milliards d'impressions dans les médias numériques. Les points clés incluent :
- La communauté Snapdragon Insiders a augmenté de 256 % pour atteindre plus de 16 millions
- Expérience AR innovante accessible via un code QR sur les maillots
- Qualcomm a élargi ses droits dans la catégorie PC
- Le logo Snapdragon apparaîtra au dos des maillots pour la saison 24/25
- Partenariat visant à améliorer l'expérience des fans et à soutenir la croissance du club
Cette collaboration démontre le pouvoir du marketing intégré dans la technologie et le sport, en créant une approche innovante pour accroître la notoriété de la marque et l'affinité pour Snapdragon.
Manchester United und Qualcomm Technologies, Inc. haben ihre Hauptpartnerschaft für Trikots bis 2029 verlängert. Die Erweiterung folgt auf rekordbrechende Trikotausgaben mit der Snapdragon®-Marke, die über 2 Milliarden digitale Medienimpressionen generierten. Zu den Höhepunkten gehören:
- Die Snapdragon Insiders-Community wuchs um 256% auf über 16 Millionen
- Innovative AR-Erfahrung über einen QR-Code auf den Trikots zugänglich
- Qualcomm erweiterte seine Rechte in die PC-Kategorie
- Das Snapdragon-Logo wird in der Saison 24/25 auf der Rückseite der Trikots erscheinen
- Die Partnerschaft zielt darauf ab, die Fan-Erlebnisse zu verbessern und das Wachstum des Vereins zu unterstützen
Die Zusammenarbeit zeigt die Kraft des integrierten Marketings in Technologie und Sport und schafft einen innovativen Ansatz zur Steigerung des Markenbewusstseins und der Affinität zu Snapdragon.
- 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
- None.
Insights
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
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.
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
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
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