Man Utd extend contract with new principal sponsor six weeks into partnership
- Man Utd began partnership with Qualcomm in July 2024
- Subsidiary brand Snapdragon is the new front of shirt sponsor
- Three-year contract has already been extended until 2029
Manchester United have extended their partnership with principle sponsor Qualcomm for another two years, just a few weeks into the existing contract.
United agreed their deal with Qualcomm, the parent company of new shirt sponsor Snapdragon, last September. It came into force this summer for three years until 2027.
But, following three super successful kit launches with the tech firm's branding, the parties have together triggered the extension option that will see them continue to partner until 2029.
A United statement explained: "The extension follows record-breaking home, away and third shirt launches which feature the Snapdragon® brand on the front of a Manchester United shirt for the first time. Snapdragon is Qualcomm Technologies' consumer brand of processors and can be found in more than three billion devices globally.
"The Snapdragon processors power premium experiences from the world's biggest digital brands across smartphones, next-generation PCs, extended and virtual reality glasses, gaming, wearables, and cars.
"Since the release of the three iconic shirts for the 2024/25 season, the content featuring the Snapdragon logo has amassed over two billion digital media impressions, which is more than any other partner launch in the club’s history.
"In addition, Snapdragon Insiders, a global community of Snapdragon enthusiasts, has grown 256 per cent in the month after the release of the home shirt in July, versus an average month, to over 16m."
Qualcomm have also activated the right to a logo on the back of United shirts in 2024/25. Microsoft branding was seen on the back of jerseys, underneath the number, at the Community Shield. Such sponsor logos will be visible in the WSL, academy and selected other men's and women's matches.
"In a short time, we have seen that Snapdragon and Manchester United are a perfect fit. We have achieved record-breaking home, away and third shirt launches, enjoyed an insightful trip with members of the first team and club leadership to Qualcomm's HQ and taken an innovative approach to the back-of-shirt rights," new United chief executive Omar Berrada said. "Against that backdrop, we are incredibly proud to announce the extension of our principal partnership.
"We have ambitious plans for this club to continue to grow and win, on and off the pitch. Qualcomm's commitment to join us on this journey shows the strength and depth of the bond between us, which we know will only be enhanced the more we work together."
Qualcomm recently expressed interest in becoming a naming rights partner of Old Trafford.
"Old Trafford is Old Trafford, it should always be Old Trafford," Qualcomm chief marketing officer Don McGuire said. "But if there is a brand attached to that in some way, shape or form, powered by someone, an 'at' or whatever.
"We are working very closely with the team on the re-imagination of Old Trafford from a technology and innovation standpoint and Carrington both. 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."
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