Snapdragon, Manchester United’s new shirt sponsor, is contemplating purchasing the naming rights for Old Trafford or any forthcoming stadiums that may replace it. Snapdragon is a U.S technology company that inked a shirt deal with United last year for three years, costing £176 million (€205 million). They also express a keen interest in having the United squad traverse India, marking a first-time visit.
The club is weighing up whether to construct a new venue or upgrade Old Trafford. The project, primarily driven by minority owner Jim Ratcliffe, leans towards the building of a new establishment and hopes for final decisions by December.
Until now, the club has not traded its stadium naming rights, but Don McGuire, the chief marketing officer for Snapdragon, assumes a deal could be in the pipeline. Snapdragon already owns the naming rights for the San Diego stadium where United competed against Real Betis and Wrexham in the past, the pitch there is branded as Bashor Field.
McGuire explains that they are in close collaboration with the team to revitalise Old Trafford and Carrington, their training base with new technology and innovation. His optimism for fellow improvements might lead to larger, more significant projects, given that the shirt sponsorship deal was already an extravagant expense.
Elucidating further, McGuire depicts how these advancements would include enhanced fan experiences, better connectivity, retail and point of sale operations, and ticketing improvements. He sheds light on how spectators could interact within the stadium using augmented reality or their mobile devices, making the club more technologically advanced.
Speaking of future desired touring destinations, McGuire pinpoints China and India due to Snapdragon and its San Diego-based parent company, Qualcomm’s, extensive reach there. With China as one of their largest markets, and India ranking closely, he expresses his ambition for United to bring their game worldwide. He shares, “We’d love for them to play in China, India.”