Qualcomm’s Sports Partnership Strategy: How They Use their Snapdragon Technology to Connect with Fans and Enhance Their Passion for Sports

Qualcomm has been focusing on marketing its Snapdragon suite of semiconductor products in recent years, with a strong emphasis on sports partnerships. They have secured deals with big properties such as Manchester United, the San Diego State football stadium (known as Snapdragon Stadium), the Mercedes-AMG Petronas F1 team, the Padres, Live Nation, and a major mobile esports league (the ESL Snapdragon Pro Series).

During the CAA World Congress of Sports, Qualcomm SVP & CMO Don McGuire highlighted two areas that have been added to the company’s marketing strategy to increase brand awareness: brand partnerships and building community. 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 by McGuire as a significant milestone for Snapdragon, considering the club has 1.1 billion fans worldwide. In addition, the partnership with Mercedes F1 was intended to align with Snapdragon’s growing auto business, offering fans a VIP virtual reality experience to explore the team’s garage during the Las Vegas Grand Prix.

Snapdragon Stadium in San Diego is another important part of Qualcomm’s sports marketing strategy. Beyond hosting Aztecs football games, the stadium is also home to two major soccer clubs, including the NWSL’s San Diego Wave and the upcoming San Diego FC of MLS. The stadium sponsorship serves as a platform to educate fans about Snapdragon and showcase how their technology enhances their overall experience. It also serves as a way to bring in fan interactions and highlight technology innovations while showing support for their hometown.