For those who know soccer news, especially regarding sponsorship deals, it is no surprise that another great partnership was created. This time, the English Club Manchester United welcomed Snapdragon as the new shirt sponsor for the men’s and women’s teams. This happened after the presentation of the new home kit for the 2024/2025 season.
Technology and Strategy in Football
The jersey could be considered sacred for any soccer team, as the player’s uniform carries the team’s emblem. The team’s emblem is the first important symbol on a jersey; the rest are brands that show their support for the team.
Not all brands make it on a soccer jersey’s front or back, so this decision is made carefully. This decision involves serious thought as there are many candidates, but a wrong choice could negatively affect the team’s image. It’s like soccer gameplay; sometimes, the team manager will take strategic risks and ultimately win the game.
Snapdragon is a product of Qualcomm Technologies. From now on, the Snapdragon logo will be displayed on the away and third kits. The brand Snapdragon is known for its powerful chipset processors in smart mobile phones such as Samsung. Snapdragon is responsible for some of the new features in smartphones, such as:
- Intelligent mobile software
- Stronger audio
- Cinematic-like graphics
- Instant response gameplay
- High-megapixel camera resolution
During unveiling of the 2024/2025 season kits, fans could scan the Snapdragon logo to participate in an augmented reality (AR) journey. This 3D reality journey is backed up by Snapdragon, of course. It will bring soccer fans onto the Old Trafford pitch and include the latest Manchester United highlights throughout the season.
The Snapdragon launch video includes Eric Cantona, a soccer legend who played for Manchester United. This video showcases the Snapdragon logo on the front of the Manchester United jersey for the first time. The ad does an excellent job linking Snapdragon’s technological innovation with the fans’ passion for soccer.
Soccer has an estimated 3.5 billion fans worldwide. It is the most-watched sport in South America, Europe, Africa, the Middle East, Asia, and Central America. The Manchester United team alone has about 1.1 billion fans and followers. They have built an outstanding reputation for themselves, as they have 66 trophies, 20 of which are for the English League titles they won.
Because of all these attributes, Manchester has earned much respect globally. Now, they have joined hands with a brand that makes one of the most innovative smartphones in the market. The Snapdragon logo on the Manchester United shirt is a visible mark of a beautiful collaboration between the two entities, the best in their respective fields.
Manchester United’s impact on Snapdragon
In general, many brands want to partner with soccer teams. Soccer is a highly celebrated sport with a large following of faithful fans, so the fans are the first party most influenced by these partnerships.
Buying a soccer jersey makes fans feel connected to their team and want to express their support. The fan experience is enhanced because the fans wear the team jersey and exhibit the sponsors’ logo. For the sponsor, this free publicity and also a conversation starter.
Many fans will want to know why these people sponsor my team. This leads to natural curiosity, speculation, awareness, and eventual recognition of the sponsors. When fans know that these guys support my favourite, they are often curious also to try out their products, which leads to more sales and profits.
As jersey sponsorships are closely related to brand identity, some soccer clubs even involve their fans in decision-making. The goal is to unite with a brand that shares the soccer team’s values and principles.
A jersey deal provides financial support for the soccer team. The money from sales revenue can help a soccer club achieve goals such as better facilities, new equipment, and even new players. When there’s a good relationship between the team and the sponsor, both can benefit from brand growth.
This new partnership with Snapdragon will be paying Manchester United 60 million pounds, about 74.8 million US dollars annually. This is a higher deal than the previous front-of-shirt sponsor, TeamViewer.
So far, the partnership has been well received by the teams and fans. The Snapdragon website has even included a tab for everything related to Manchester United with a catchy slogan: UnitedbySnapdragon.
With marketing strategies like this, it’s clear that the stock price of all things Snapdragon will be positive. The Manchester United club is already successful, and many investors want to own some stocks of this legendary football club.
Final Thoughts
Sponsorship deals between certain brands and soccer teams are nothing new, but a lot of consideration goes into identity and values. Will the new sponsor align with what the soccer team stands for? This will tell if this new relationship is sometimes great, average, or mediocre.
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