Qualcomm has been making waves in the world of marketing with its Snapdragon suite of semiconductor products. The company has recently shifted its focus to sports partnerships, securing deals with major properties such as Manchester United, Snapdragon Stadium, the Mercedes-AMG Petronas F1 team, the Padres, Live Nation, and a mobile esports league.
During the CAA World Congress of Sports, Qualcomm SVP & CMO Don McGuire revealed that brand partnerships and building community have been added to the company’s marketing strategy to increase brand awareness. McGuire explained that Snapdragon looks for partnerships that align with their brand values and can effectively communicate their story and how their technology connects with people’s passions.
The Manchester United kit sponsorship was identified as a significant milestone for Snapdragon by McGuire, considering the club has 1.1 billion fans worldwide. In addition to this deal, the partnership with Mercedes F1 aimed to align with Snapdragon’s growing auto business and offer fans a VIP virtual reality experience during the Las Vegas Grand Prix.
Snapdragon Stadium in San Diego was also secured as a sponsorship deal aimed at creating memorable experiences for fans attending events at the venue. Beyond hosting Aztecs football games, the stadium is home to two major soccer clubs: NWSL’s San Diego Wave and MLS’ upcoming San Diego FC. McGuire emphasized that this stadium sponsorship serves as a platform to educate fans about Snapdragon while showcasing how their technology enhances their overall experience. It also provides an opportunity for fan interactions and highlights technological innovations while supporting their hometown.
Overall, Qualcomm’s sports partnerships have helped increase its brand awareness and reach millions of people around the world through these collaborations.
