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 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.
The partnership with Manchester United, which boasts 1.1 billion fans/followers worldwide, was described by McGuire as a significant milestone for Snapdragon. Additionally, the collaboration with Mercedes F1 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.
Through the venue sponsorship deal at Snapdragon Stadium in San Diego, Qualcomm aims to create memorable experiences for fans attending events at the stadium. 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, providing opportunities to educate fans about Snapdragon technology and enhance their overall experience.
McGuire emphasized that the stadium sponsorship not only showcases Snapdragon technology but also serves as a way to connect with fans and promote brand awareness in Qualcomm’s hometown of San Diego.