Qualcomm Takes Fans on a Tech-Fueled Ride with its Partnerships in Sports Industry

Qualcomm has been heavily promoting its Snapdragon suite of semiconductor products in recent years, particularly through partnerships in the sports industry. The company has formed high-profile collaborations with various teams and leagues, including Manchester United, San Diego State football (Snapdragon Stadium), the Mercedes-AMG Petronas F1 team, Padres, Live Nation, and the ESL Snapdragon Pro Series mobile esports league.

During the CAA World Congress of Sports, Qualcomm SVP & CMO Don McGuire highlighted two key areas that have been added to the company’s marketing mix to boost brand awareness: brand partnerships and building community. McGuire emphasized the importance of aligning partnerships with brand values to tell a compelling story and connect technology to people’s passions.

One significant milestone for Snapdragon was its partnership with Manchester United, which boasts 1.1 billion fans/followers worldwide. Another notable collaboration was with Mercedes F1, which introduced a VIP virtual reality experience for fans to tour the team’s garage during the Las Vegas Grand Prix, aligning with Snapdragon’s growing auto business.

Qualcomm aims to create memorable experiences for fans attending events at Snapdragon Stadium in San Diego through its venue sponsorship deal. In addition to hosting San Diego State football games, the stadium is home to the NWSL’s San Diego Wave and the upcoming San Diego FC of MLS. This provides opportunities to educate fans about Snapdragon technology and enhance their overall experience while also connecting with fans and promoting brand awareness in Qualcomm’s hometown of San Diego.