Manchester United have agreed a new sponsorship deal with US tech firm Snapdragon, worth £60 million per season.
One of the accusations levelled at Manchester United amid a slow start to the season was that the pre-season tour, with four matches in the USA, asked too much of the players.
But it is no secret this tour, like several beforehand, was held for commercial reasons, to generate money and grow the brand.
The tour may also have played an absolutely crucial role in United securing Snapdragon as shirt sponsors from 2024/25. And from a commercial perspective, the board will consider it totally worthwhile.
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Manchester United played at the Snapdragon Stadium
It cannot be a coincidence that Manchester United’s friendly match against Wrexham was held in San Diego.
San Diego is the location for Qualcomm, who struck the deal with Manchester United and own the Snapdragon brand.
Manchester United’s match with Wrexham was even held at the Snapdragon Stadium, a brand new all-seater stadium formally opened in 2022.
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The stadium is home to US college football team the San Diego Aztecs, and having Manchester United play there, even if it was just the under-21 team, was still a prestigious moment for all concerned. There will also be a MLS team based there from 2025.
It was a record attendance at the Snapdragon Stadium, United reported, with 34,248 acquiring tickets.
The fact Snapdragon were keen to acquire naming rights for the stadium is notable if the Glazers – or future new owners – chose to go down this controversial approach at Old Trafford or a build of a totally new stadium.
Qualcomm CEO attended Manchester United v Wrexham game
The Manchester United and Wrexham match may well have been an important moment to secure this deal, with Qualcomm’s top man in attendance.
Christiano Amon, CEO and president of Qualcomm, was pictured at the game in July, wearing the new Manchester United away shirt and gave a presentation after the game.
Manchester United had also sent football director John Murtough to the match along with Erik ten Hag.
The links go a way to explaining how this deal may have come together, with Qualcomm seeing first hand the pulling power United have, even without a full strength side on display, setting a new stadium record.