Snapdragon’s Sporting Partnerships Propel Brand Visibility

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Qualcomm’s Snapdragon brand has surged in global recognition through high-profile sports sponsorships, notably with Manchester United and Mercedes F1.

In a strategic pivot from silicon to stadiums, Qualcomm’s Snapdragon brand has embedded itself into the global sports arena, leveraging partnerships with Manchester United and Mercedes-AMG Petronas Formula One to amplify its consumer presence.

The collaboration with Manchester United, initiated in 2022, evolved into a record-breaking £60 million-per-year shirt sponsorship by 2024, marking the most lucrative deal of its kind in football history . The Snapdragon logo now adorns the front of United’s kits across all teams, contributing to over two billion digital media impressions within the first month of the 2024/25 season . An innovative augmented reality experience, accessible via the shirt’s logo, further engages fans by virtually transporting them to Old Trafford.

In Formula One, Qualcomm transitioned from an initial partnership with Ferrari to a multi-year agreement with Mercedes-AMG Petronas F1 Team. This alliance integrates Snapdragon technology into the team’s operations and features branding on cars, race suits, and within the team’s environment.

Qualcomm’s Chief Marketing Officer, Don McGuire, emphasizes that these sponsorships have become the primary drivers of brand growth, surpassing traditional advertising methods. The company’s involvement extends to local sports as well, with Snapdragon Stadium in San Diego hosting teams like San Diego FC and San Diego Wave FC.

Looking ahead, Snapdragon has expressed interest in acquiring naming rights for Manchester United’s stadium, potentially rebranding Old Trafford in a move that underscores the brand’s commitment to intertwining technology with sports heritage .