Following the news that Manchester United has collaborated with Qualcomm Technologies to display Snapdragon brand on the front of the club’s famous shirt from the 2024-25 season,

Conrad Wiacek, Head of Sport Analysis at GlobalData, offers his view:

“The deal between Qualcomm and Manchester United shows the enduring appeal of Manchester United as one of the world’s biggest clubs and the strength of their major piece of sponsorship inventory, despite the relative lack of success in recent years. While many fans will complain about the direction of the club on the pitch in terms of team building and overall transfer strategy, it is undeniable that commercially the 20 times champions of England are still an exceedingly strong brand.

“With a massive global fanbase, Qualcomm hopes to leverage the partnership to build greater brand awareness in key markets around the world, and association with one of the biggest sporting brands in any sport will certainly help them do so. While some will suggest Qualcomm have overpaid for the association, the tech brand obviously sees value in the partnership as sport moves to fully embrace the opportunity that new technologies and AI can provide.”