Manchester United’s new sponsors, Qualcomm Technologies, have recently secured a £60m-a-year deal to have their logo on the club’s shirts for the next three years, with a possible extension for two more years. This deal coincides with United’s plans for a stadium project, which includes the construction of a new 100,000-capacity stadium near Old Trafford or a renovation of the existing stadium.
Qualcomm’s chief marketing officer, Don McGuire, stated that while Old Trafford will always be Old Trafford, there is potential for a commercial partnership involving the stadium. The idea of a naming rights deal is being considered as a way to generate revenue for the construction costs, which could exceed £2bn. McGuire mentioned the possibility of a brand being associated with Old Trafford, such as “powered by someone” or an “at” symbol.
United recently played a pre-season tour game in San Diego at the Snapdragon Stadium at Bashor Field, named after a local businesswoman who made a significant donation towards its construction costs. McGuire highlighted the importance of the partnership with United in terms of technology and innovation, as well as the potential for expanding the Snapdragon brand in markets like China and India.
Although China and India are key markets for Qualcomm, organizing pre-season tours to these countries can be challenging due to various factors. United last visited China in 2019, and a planned match in Beijing in 2016 was canceled due to heavy rain. This year, no major European team toured China, and a tournament involving PSG, Inter Milan, and Atletico Madrid had to be canceled due to payment issues.
In 2020, United’s planned trip to India was also canceled due to the Covid-19 pandemic. While McGuire expressed the desire for United to play in China or India in the future, logistical and climactic considerations will need to be taken into account. As the partnership between Qualcomm and United continues to evolve, fans can expect to see innovative collaborations and potential opportunities for global expansion.
