Qualcomm’s multifaceted partnership with Manchester United aims to transcend the traditional boundaries of sports sponsorships. Far beyond simply slapping Qualcomm’s Snapdragon logo on the front of Man United player jerseys, the chipmaker and the iconic football club are following a calculated joint strategy aimed at amplifying brand value for both organizations and driving business growth for Qualcomm. Although Qualcomm has a long history with sports sponsorships, its link with Man United is a testament to an evolving sports marketing philosophy, where the spotlight is on creating a genuinely symbiotic relationship with the sports team. 

Manchester United, a club with a global fanbase of more than 1.1 billion people, provides Qualcomm with a huge platform to elevate the Snapdragon brand. By aligning with such a successful club with global reach, Qualcomm is shrewdly tapping into a rich vein of consumer emotion, potentially forging connections with fans that resonate far beyond the football pitch.

This approach is reminiscent of Intel’s iconic “Intel Inside” campaign, which successfully transformed a B2B component into a consumer-recognizable mark of quality and performance. Intel’s branding efforts helped consumers associate its microprocessors with superior computing experiences, and now Qualcomm aims to make Snapdragon synonymous with premium mobile technology across smartphones, laptops, and other connected devices.

The partnership’s early success is evident in the metrics. Qualcomm reports over a billion brand impressions, record kit sales, and widespread social media engagement since the partnership launched in July. However, some of the value lies in the intangible—the “joy” that Qualcomm’s CMO Don McGuire believes the partnership evokes, echoing the Snapdragon brand’s ethos. He says this emotional connection lays the foundation for long-term brand loyalty and consumer preference.

Qualcomm’s strategic use of data further solidifies its approach. By tracking fan engagement metrics, from shirt sales to social media sentiment, Qualcomm gains valuable insights into its target audience. This data-driven lens allows for personalized marketing campaigns to enhance brand resonance and drive sales. 

Qualcomm Explores Old Trafford Naming Rights—And Tech Renovation

Qualcomm’s potential acquisition of naming rights for Man United’s home ground, Old Trafford, could be a literal game-changer in terms of fan experience. It would expose Snapdragon to billions of Manchester United and Premier League fans by associating it with one of the world’s most iconic sports venues.

The collaboration between the two companies extends beyond branding, venturing into technological innovation. Qualcomm’s vision for a technologically advanced Old Trafford, powered by Snapdragon processors and other Qualcomm products, offers a glimpse into the future of sports and entertainment—a future where many flagship sports facilities are already headed. The company could create immersive experiences in the stadium that could change how fans interact with the game. At the same time, these technology renovations could also serve as a tangible demonstration of Snapdragon’s capabilities. The improvements could take the form of anything from augmented reality replays to personalized stats on mobile devices and interactive stadium features.

That’s also a slippery slope, however. The company would need to create meaningful digital experiences while maintaining the historical charm of the current facility. Although discussions are ongoing for the naming rights, Qualcomm is wise to play out this initial sponsorship for a while to assess the more tangible ROI before making such a significant additional investment.

Snapdragon Highlights Industry Wins from the Pitch to the PC

Qualcomm’s collaboration with Microsoft further underscores its strategic partnership approach. Snapdragon X Series processors are currently the only ones powering the first generation of Windows-based, AI-enabled Copilot+ PCs from all the big makers including HP, Lenovo and Dell. The tight integration between Qualcomm and Microsoft inside these computers is echoed by their cooperation to put the Copilot+ PC logo on the back of Manchester United jerseys.

Last month, the team displayed the new kit at the Community Shield game that pitted Manchester United against crosstown rivals (and defending Premier League champions) Manchester City. Although Man United lost in a penalty shootout, the Copilot+ PC logo on the jersey succeeded in showcasing the strong partnership between Qualcomm and Microsoft.

Whether we’re talking about Intel Inside in the 1990s or Snapdragon today, influencing consumer preference for B2B products incorporated into consumer devices presents a special challenge. Qualcomm must ensure its branding efforts create a strong enough pull to encourage consumers to actively seek out Snapdragon-powered devices when making purchase decisions. McGuire acknowledges this challenge. “Our goal is to cultivate such a strong affinity for the Snapdragon brand that it influences consumer behavior at the point of purchase,” he said. “We want consumers to not only recognize the Snapdragon name but actively demand it when choosing their next smartphone, laptop, or other connected device.”

That appeal should only expand over time, if Qualcomm has its way. CEO Cristiano Amon announced during the company’s Q3 2024 earnings call that Snapdragon X-series PCs will be available at a price point as low as $700 next year, thereby broadening the accessibility of these high-performance Arm-compatible processors.

There is still more work to be done. In a recent post on X (formerly Twitter), Moor Insights & Strategy CEO and chief analyst Patrick Moorhead pointed out that Qualcomm’s success in the PC market hinges on a multifaceted approach in which ramping up marketing and sales efforts toward the enterprise sector is crucial. The company needs to expand its product portfolio to cater to various price points, including the desktop segment. Continuous collaboration with Arm and Microsoft is necessary to ensure seamless software optimization across a wide range of applications. 

Qualcomm Keeps Expanding Its Ambitions

By addressing these challenges and striking the right balance between the consumer and B2B markets, Qualcomm has the opportunity to solidify its position as a significant player in the PC industry while fostering the increased competition and innovation among processor vendors that OEMs tell MI&S they crave.

While the full impact of the Man United partnership—and Qualcomm’s ability to compete across multiple price points and form factors—remains to be seen, Qualcomm’s strategic branding vision and calculated moves have positioned it well for success. Qualcomm is building a deliberate narrative around the Snapdragon brand, demonstrating company leaders’ belief that a strong brand isn’t just a marketing asset, but a key driver of long-term success and profitability.

Recent MI&S Research on Qualcomm

Game Time Tech Podcast: Qualcomm Puts Snapdragon Front and Center at Manchester United Tour — By Melody Brue, Robert Kramer, and Anshel Sag — August 12, 2024

The XR Industry Reminds Us That AI Is Nothing New At AWE 2024 — By Anshel Sag and Patrick Moorhead — August 2, 2024

RESEARCH NOTE: Qualcomm Pulled Off the Impossible with the Snapdragon X AI PC Notebook Platform — By Patrick Moorhead — July 30, 2024

RESEARCH NOTE: Qualcomm’s AI Workshop Aims To Show Company’s AI Diversity — By Anshel Sag and Patrick Moorhead — July 24, 2024

RESEARCH PAPER: What Is An AI PC? — By Mike Rubin and Patrick Moorhead — June 12, 2024