Manchester United and Qualcomm Technologies have announced an extension and expansion of their AR-driven shirt partnership, continuing their collaboration until 2029. This extended partnership sees a strong focus on augmented reality (AR) experiences that bring fans closer to the club than ever before. Qualcomm’s Snapdragon® technology remains at the forefront of this innovative partnership, transforming how fans interact with the world-famous football club.
Our principal partnership with @Snapdragon has been extended 🤝#MUFC
— Manchester United (@ManUtd) August 15, 2024
AR and Tech in Sports: Manchester United Extends Qualcomm Partnership
In an era where fan engagement increasingly hinges on digital experiences, Manchester United and Qualcomm have taken a pioneering step by extending their AR-powered shirt partnership through 2029. The Snapdragon logo, which first appeared on the club’s shirts in the 2024/25 season, continues to be central to this collaboration. With Qualcomm’s expertise in AR and extended reality (XR), the partnership goes beyond traditional branding, delivering immersive experiences that redefine how fans interact with the club.
Omar Berrada, Chief Executive Officer of Manchester United, emphasized the synergy between both organizations:
“In a short time, we have seen that Snapdragon and Manchester United are a perfect fit. We have achieved record-breaking home, away, and third shirt launches… Qualcomm’s commitment to join us on this journey shows the strength and depth of the bond between us, which we know will only be enhanced the more we work together.”
⚽🔥 AR is scoring big with this one! Scan the Snapdragon logo on Manchester United's 2024/25 kits to enter Old Trafford, win a signed shirt, and enjoy exclusive content.
➡️ Try it out: https://t.co/4dSyWfXv0C
Created by @triggerxr and @qualcomm, powered byNiantic 8th Wall. pic.twitter.com/Sf6R9IUGuW
— 8th Wall (@the8thwall) August 15, 2024
Immersive AR Experiences Drive Record Fan Interaction
The 2024/25 Manchester United kits did more than just break records—they introduced a unique AR experience that fans can access by scanning the Snapdragon logo on the shirt. This activation allows fans to virtually step onto the pitch at Old Trafford, engaging with exclusive content directly from their devices. Since the launch, content featuring the Snapdragon logo has amassed over 2 billion digital impressions, making it the most successful partner launch in the club’s history.
This integration of AR into fan engagement is part of a broader trend that sees sports and technology increasingly intertwined. For Qualcomm, whose Snapdragon processors power over 3 billion devices globally, the collaboration with Manchester United represents a significant leap forward in the application of AR in sports.
Snapdragon’s Role in Transforming Sports Engagement
Qualcomm’s Snapdragon technology, known for enabling premium experiences across mobile, gaming, and wearable devices, is at the heart of this partnership. As Don McGuire, Senior Vice President and Chief Marketing Officer at Qualcomm, highlighted:
“We are thrilled to extend our partnership with Manchester United… 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.”
The AR experience, powered by Snapdragon, has proven to be a game-changer in how the club connects with its global fan base, driving a 256% growth in the Snapdragon Insiders community, which now boasts over 16 million members.
A Broader Vision: Qualcomm Expands PC Category and Back-of-Shirt Branding
In addition to front-of-shirt branding, Qualcomm has activated rights to place its logo on the back of Manchester United’s shirts for the 2024/25 season. This move further integrates the Snapdragon brand into the club’s visual identity, with the logo visible in Women’s Super League matches and select academy fixtures. It marks a comprehensive approach to leveraging technology in sports marketing, expanding Qualcomm’s presence in the PC category and showcasing its innovative spirit.
What’s Next: AR and XR Technologies Shaping Future Fan Experiences
The extension of this partnership signals bigger things ahead. With both Manchester United and Qualcomm committed to pushing the boundaries of sports tech, we can expect more groundbreaking applications of AR, XR, and wearable technologies that deepen fan engagement. As the lines between physical and digital experiences continue to blur, this partnership could set a benchmark for how sports organizations and tech companies collaborate.
