Manchester United and Qualcomm cement partnership

Manchester United and Qualcomm Technologies have extended their front-of-shirt sponsorship deal until 2029.

United agreed a deal for a minimum of three years with the U.S. technology firm in September 2023, and this came into force at the beginning of the 2024-25 season with Snapdragon, a subsidiary of Qualcomm, appearing on the front of the Red Devils’ shirts.

Now, a two-year extension option has been triggered and is reportedly valued at £300m.

This deal follows record-breaking home, away and third shirt launches featuring the Snapdragon branding, with the content achieving two billion media impressions, more than any other partner launch in Manchester United’s history.

The newly branded shirts have also been released with an augmented reality experience where fans can scan the shirt to access additional content.

Included within the extension agreement, Qualcomm Technologies will now also benefit from a logo on the back of the United shirts for the 2024/25 season. Visible at the Community Shield match, the logo is placed beneath the squad numbers and will also feature on the women’s side’s  shirts in WSL fixtures.

Omar Berrada, Chief Executive Officer of Manchester United said, “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.”

Don McGuire, Senior Vice President, and Chief Marketing Officer of Qualcomm Incorporated added, “We’re excited to bring our technology partners onto the back of the shirt and into the club community in unprecedented ways and enable new experiences for the 1.1 billion Manchester United fans around the world.”

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