Snapdragon takes over Man Utd shirt in £60m per season deal

September 14 – Snapdragon will replace TeamViewer as the brand name on the front of Manchester United’s shirt from the start of next season in a reported £60 million a year deal.

Understood to be a five-year agreement, the Qualcomm business will allow German technology firm TeamViewer to exit their own five-year $235 million deal early, having signed with Man Utd in 2021. TeamViewer will remain as a global sponsor.

The logo will feature on the home, away and third kits of the men’s and women’s teams.

“Manchester United has agreed to an expanded strategic collaboration with Qualcomm Technologies, Inc., that will see the Snapdragon brand displayed on the front of the club’s famous shirt,” said a Man Utd statement.

“Qualcomm Technologies is already a global partner of Manchester United, promoting its Snapdragon brand.

Snapdragon’s technology covers smartphones, wearables, PCs, augmented and virtual reality, gaming devices, and automotive sectors.

“By bringing together the world’s most popular football club with a global leader in technology innovation, the strategic collaboration will highlight new fan experiences powered by the premium performance that Snapdragon platforms deliver at Old Trafford and around the world,” said the club.

“Snapdragon platforms will help enable ground-breaking experiences for fans across the globe, deepening their engagement with the football club they love.”

Man Utd announced the re-sale of their front of shirt sponsorship in December 2022. The club and TeamViewer agreed to end the sponsorship, once a new sponsor could be signed.

The TeamViewer sponsorship only began with the 2021/22 season, when the software technology company replaced Chevrolet in a deal reckoned to be £17 million less than Chevrolet were paying, but struck during the covid pandemic.

A club statement said then: “After a period of collaborative, private discussions over the past months, Manchester United and TeamViewer AG have reached a mutually-beneficial agreement under which Manchester United shall have the option to buy back the rights to the club’s shirt front sponsorship.

“Having agreed its partnership with TeamViewer at the height of the Covid-19 pandemic, Manchester United will be taking the opportunity to commence a focused sales process for a new shirt front partner in a normalised market.”

Snapdragon reflect that ‘normalised’ market. Snapdragon was the presenting sponsor of the club’s pre-season tour to the US, which included a game at the Snapdragon Stadium in San Diego against Wrexham.

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