Manchester United sponsors hint at Old Trafford naming rights move
Old Trafford, Manchester United's home ground, is one of the most iconic football stadiums in the world. However, the iconic name could be set for a revamp as United's shirt-sponsors, Snapdragon, have stated that they could be interested in buying the stadium's naming rights.
The company signed a three-year contract with the club this summer to have their name on the Premier League side's jerseys in a deal reportedly worth £180 million.
Don McGuire, the chief marketing officer of Qualcomm, the company that owns Snapdragon, talked about the historic significance of Old Trafford, but also hinted at a naming-rights deal in the future. He said in an interview with the New York Times (via Metro):
"Old Trafford is Old Trafford, it should always be Old Trafford. But, if there is a brand attached to that in some way shape or form, powered by someone, an 'at' or whatever — this is Snapdragon Stadium at Bashor Field [in San Diego] — we are working very closely with the team on the reimagining of Old Trafford from a technology and innovation standpoint, and Carrington," he said.
Snapdragon looking at a larger partnership with Manchester United
McGuire highlighted that the company is looking at maximising its partnership with United beyond the shirt sponsorship, saying that it would "make sense" for them to "go even bigger." He said:
"So if that leads to something bigger, where it would make sense for us to go even bigger — this (shirt sponsorship) is pretty big by the way, not inexpensive — but if it makes sense, we are always looking out for opportunities."
The company is also working on improving the fans' experience at the stadium. McGuire continued:
"Fan experiences, connectivity, stadium operations like retail, point of sale, ticket in and out."
"Then there is how fans can be engaged while in the stadium, whether through augmented reality or through their smartphones or devices. And then making United a more state-of-the-art club."
Snapdragon is no stranger to buying naming rights to stadiums, having the rights to the Snapdragon Stadium on the San Diego State University campus. The stadium was the venue for Manchester United's 3-2 win over Real Betis as part of the club's pre-season tour in the United States of America.