Manchester United has secured a £60 million (over Sh10.9 billion) shirt sponsorship agreement with the US-based software company Snapdragon, bringing an end to the club’s search for a new front-of-shirt sponsor.
Snapdragon, a subsidiary of technology firm Qualcomm, emerged as the winning candidate after discussions with Manchester United.
The deal represents a substantial financial boost for the club and surpasses the previous record held by Real Madrid in partnership with Fly Emirates.
Qualcomm, a California-based tech giant with a market valuation of approximately £107 billion, has been a global partner of Manchester United since the previous year.
The club had been actively seeking new shirt sponsors following the decision not to renew their existing agreement with TeamViewer, which was valued at £47 million annually.
This move was met with criticism from shareholders during the pandemic, who deemed the £235 million, five-year deal with United as ill-advised.
In response to the situation, TeamViewer allowed Manchester United to repurchase their front-of-shirt sponsorship rights, prompting the club to seek fresh investment opportunities. The software company has now further solidified its partnership with United as a global partner.
Manchester United officially announced the new sponsorship deal through a concise press release: “Manchester United PLC has agreed to an expanded strategic collaboration with Qualcomm Technologies, Inc., that will see the Snapdragon brand displayed on the club’s famous shirts.”
Qualcomm Technologies, already a global partner of Manchester United, is recognized for its Snapdragon processors that power a wide range of premium products, including smartphones, PCs, extended reality glasses, gaming devices, wearables, and connected cars.
Commencing from the 2024/25 season, Snapdragon will become Manchester United’s front-of-shirt partner, featuring prominently on the home, away, and third kits for both the men’s and women’s teams.
The current season will continue to feature shirts adorned with TeamViewer logos due to the decision to delay rebranding until the following year, considering the number of shirts already in circulation.
The Snapdragon logo will adorn the iconic red home shirt of Manchester United, as well as the away and third kits for both the men’s and women’s teams.
This sponsorship deal comes amidst growing tensions between Manchester United’s ownership, the Glazer family, and the passionate fan base. Supporters have been consistently protesting for a change in club ownership, expressing frustration over delays in the ongoing sales process that was originally initiated in November of the previous year.