- Manchester United has agreed multiple technology partnerships
- Qualcomm will advise the club as it modernises Old Trafford
Premier League soccer club Manchester United have signed up yet another partner from the technology industry, entering into a multi-year ‘global strategic collaboration’ with processor designer Qualcomm.
San Diego-based Qualcomm does not manufacture components itself but licences its designs to third party manufacturers. Its technology powers a wide range of consumer electronics, including mobile phones, PCs, connected cars and wearables.
The focus of the partnership with Manchester United is Qualcomm’s flagship ‘Snapdragon’ platform, which forms the basis for the processors used in most premium smartphones.
The two parties will work together to create unique events and digital experiences for Red Devils fans at Old Trafford, as well as further afield, powered by Snapdragon technology. Qualcomm will also advise United on how to improve the venue’s mobile connectivity and matchday experience as part of a wide-ranging review into the club’s facilities.
“Snapdragon platforms will enable ground-breaking experiences for fans across the globe, deepening their engagement with the football club they love,” said Victoria Timpson, United’s chief executive of alliances and partnerships. “Manchester United has always pushed boundaries of what’s possible and we are excited to be partnering with a company at the forefront of innovation.”
“We are proud to bring the power of Snapdragon together with one of the most iconic names in world sport,” said Don McGuire, chief marketing officer at Qualcomm.
“We look forward to showcasing Snapdragon to Manchester United fans everywhere and joining the new era of technology innovation at Old Trafford.”
Manchester United’s commercial performance betrays their relative lack of success on the pitch, with the club signing up a series of deals with technology firms over the past few months.
German software developer TeamViewer is the main shirt sponsor, blockchain specialist Tezos sponsors the team’s training kit, and US IT services provider DXC Technology has just signed up as sleeve sponsor for the next two seasons.
The industry clearly views Manchester United as a blue-chip brand, while the club has cited the technological elements of these partnerships as pivotal in enabling digital transformation and engagement with a global fanbase. It will be interesting to see if United’s courting of this particular sector is an isolated example or part of a wider trend in the Premier League.