Last February, Qualcomm Technologies became a premium partner of the Scuderia Ferrari Formula 1 team and the Ferrari eSports team. This big leap in the sport was understandable as it was contiguous with the fact that Qualcomm was targeting the automotive sector on a grand scale, and the collaboration meant that Ferrari would use the Snapdragon Digital Chassis in its cars. Previously, Qualcomm had partnered with Mercedes.
And now Qualcomm has jumped into a completely different sporting arena. Football, to be more precise. The company announced that it is now the official global partner of English football club Manchester United. Qualcomm’s multi-year strategic collaboration with Manchester United will primarily highlight the Snapdragon brand.
Even though Manchester United’s form may have been ups and downs last season, it remains among the most popular football clubs in the world. Its legion of mostly young fans would be Qualcomm’s target, as Snapdragon platforms power many premium smartphones, PCs, gaming devices, connected cars and smart wearables, which are also marketed primarily with youth in mind. And who knows, this partnership could help Qualcomm get serious about its Snapdragon smartphone bet.
Mobile connectivity to improve at Old Trafford
In a statement, Qualcomm said that “the strategic collaboration will create unique events and experiences for Manchester United fans at Old Trafford and around the world, driven by the premium performance that Snapdragon platforms deliver.”
In addition, Qualcomm Technologies will also advise Manchester United on planned improvements to mobile connectivity at Old Trafford — their home. This can improve the fan experience on match days.
Victoria Timpson, Manchester United’s CEO of Alliances and Partnerships, said: “Snapdragon platforms will enable innovative experiences for fans around the world, deepening their engagement with the football club they love.”
Don McGuire, Senior Vice President and CMO of Qualcomm Incorporated, said, “We are proud to bring the power of Snapdragon together with one of the most iconic names in global sport. We look forward to introducing Snapdragon to Manchester United fans everywhere and joining the new era of technological innovation at Old Trafford.”
The new Premier League season kicks off this weekend, with Manchester United’s first home game against Brighton on 7 August.