Snapdragon, the front-of-shirt sponsor for Manchester United, is exploring the possibility of securing the naming rights for Old Trafford.
As the club looks for ways to fund a new stadium, Snapdragon, owned by Qualcomm, is keen on extending its association with the iconic football ground.
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The Dutch defender has been frequently associated with a potential transfer to United this summer. However, he is not currently expected to move to Old Trafford, as he has already joined Vincent Kompany’s squad for pre-season.
This move could help both parties achieve their goals and create a state-of-the-art stadium experience.
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Snapdragon’s Interest in Naming Rights for Old Trafford
Don McGuire, Chief Marketing Officer of Qualcomm, expressed Snapdragon’s interest in attaching its name to Old Trafford if Manchester United decides to sell the naming rights.
“But if there is a brand attached to that in some way shape or form, powered by someone, an ‘at’ or whatever — this is Snapdragon Stadium at Bashor Field — we are working very closely with the team on the reimagining of Old Trafford from a technology and innovation standpoint, and Carrington (the club’s training ground). So if that leads to something bigger, where it would make sense for us to go even bigger — this (shirt sponsor) is pretty big by the way, not inexpensive — but if it makes sense, we are always looking out for opportunities.”
The club is contemplating various financing options for a new stadium, with the estimated cost exceeding £2 billion ($2.6 billion). McGuire emphasized that Snapdragon is always on the lookout for opportunities to raise brand awareness and sees this as a potential avenue.
The Vision for a New Old Trafford
Manchester United plans to rebuild Old Trafford on its current site, aiming to create a modern, innovative stadium. Snapdragon, already a significant partner through its three-year shirt sponsorship deal worth $225 million, wants to play a crucial role in this transformation.
McGuire, speaking from Snapdragon Stadium in San Diego, highlighted how the company’s expertise in technology and innovation could contribute to the stadium’s reimagining.
Enhancing Fan Experience and Stadium Operations
Snapdragon’s involvement would extend beyond mere branding. The company is poised to enhance fan experiences, connectivity, and stadium operations. This includes retail operations, ticketing, and augmented reality features for fans inside the stadium. McGuire mentioned that United is tapping into Snapdragon’s expertise for the £50 million refurbishment of their training ground, Carrington, and the future work at Old Trafford.
Global Reach and Future Tours for Manchester United
Snapdragon’s interest in Old Trafford is part of a broader strategy to expand its global reach. McGuire discussed the company’s ambitions to leverage Manchester United’s worldwide popularity, particularly in markets like China and India. With a significant fan base in these regions, Snapdragon sees the partnership as a way to strengthen its brand presence globally. McGuire also expressed a desire for United to continue their global pre-season tours, with Snapdragon acting as a presenting sponsor.
Unprecedented Brand Exposure
The partnership between Snapdragon and Manchester United has already yielded substantial brand exposure. McGuire revealed that the shirt sponsorship deal has surpassed a billion impressions within three weeks, outpacing the launch of other major clubs’ front-of-shirt deals. This impressive reach underscores the potential benefits of an expanded association, including the naming rights for Old Trafford.
Commitment to Women’s Football
Snapdragon’s sponsorship extends to Manchester United’s women’s team as well. McGuire reiterated the company’s commitment to promoting women’s football and expressed a desire to see the women’s team play in San Diego. Snapdragon Stadium, known for its suitability for football, would provide an excellent venue for such matches, further solidifying the partnership.
Snapdragon’s interest in securing naming rights for Old Trafford signifies a bold step in its partnership with Manchester United. By integrating cutting-edge technology and enhancing fan experiences, Snapdragon aims to contribute to the creation of a world-class stadium. This collaboration not only benefits both parties but also aligns with Snapdragon’s goal of achieving global brand recognition. As discussions continue, the future of Old Trafford looks set to embrace innovation and modernity, potentially powered by Snapdragon.
