ManU kicks off new principal shirt partner deal with Qualcomm

Manchester United Snapdragon Kits

MANCHESTER, England: Qualcomm Technologies, Inc was officially unveiled on Monday as Manchester United’s new principal shirt partner for both the men’s and women’s teams, following the launch of the new home kit for the 2024/25 season featuring the Snapdragon brand.

It was in September 2023 that Manchester United agreed a deal with Qualcomm that entailed the US technology company's Snapdragon brand replacing German tech firm TeamViewer as the Premier League club's principal shirt partner from the 2024/25 season onwards.

While financial terms had not been revealed, The Athletic reported then that Qualcomm and United had agreed on a contract for a minimum of three years, with the Old Trafford-based side "targeting an agreement worth £60 million ($75m) per year".

United signed a £900m deal with adidas in July 2023, renewing their partnership with its official kit supplier for 10 more years.

The Qualcomm agreement, which will also see the Snapdragon brand displayed on the away and third kit, is an expansion of the existing strategic collaboration with the US tech firm. 

The latest Manchester United home shirt was presented Monday by adidas, just weeks before it will be worn for the first time by the men’s first team during their pre-season tour in Europe and the US, including against Real Betis at the Snapdragon Stadium for the Snapdragon Cup in San Diego on 31 July.

The launch video features Manchester United legend Eric Cantona and celebrates the emotion, creativity and heart which he epitomised as a player, and which the collaboration with Snapdragon will aim to bring alive for fans. The video brings the first sight of the Snapdragon brand on the front of a Manchester United shirt, with the away and third kits due to be released later in July.

As part of the unveiling of the 2024/25 season kits, fans will be able to access an augmented reality (AR) experience by scanning the Snapdragon logo on the front of the kit. The experience, developed by Snapdragon, will bring fans onto the pitch of Old Trafford and feature exclusive Manchester United content throughout the season.

Jean-Claude Blanc, chief executive of Manchester United, said: “The launch of our new home kit is an exciting moment before the start of every season and especially so this year as we welcome Snapdragon as our new principal shirt partner.

“While the shirt will be the most visible symbol of our collaboration, we are looking forward to using Snapdragon’s processors to enable ground-breaking experiences for fans across the globe, deepening their engagement with the football club they love.

“We always strive to push boundaries of what’s possible and we are excited to be partnering with a company at the forefront of innovation.”

Don McGuire, senior vice president and chief marketing officer of Qualcomm Incorporated added: “We are excited to expand on our existing collaboration with Manchester United and see the Snapdragon brand featured on the Manchester United kit. 

“With 1.1 billion passionate fans and engaged followers around the world, Manchester United is one of the most celebrated names in global sport. As the Club’s new front of shirt partner, we aim to catapult the Snapdragon brand to new heights, building not only increased awareness, but also understanding and affinity for the role that Snapdragon plays in powering amazing experiences across billions of devices.”