English Premier League football club Manchester United has stepped up plans to enhance the fan experience at Old Trafford by entering into a multi-year global strategic collaboration with US technology company Qualcomm.
The partnership will feature Qualcomm’s mobile platform brand Snapdragon, which in December secured naming rights to San Diego State University’s (SDSU’s) new stadium under a 15-year, $45m (£37.1m/€44m) deal that will serve to enhance the fan experience at the facility.
The two parties said the strategic collaboration will seek to create unique events and experiences for United fans at Old Trafford and around the world, powered by Snapdragon. In addition, Qualcomm will advise United on planned improvements to mobile connectivity at Old Trafford.
In January, United appointed cloud-driven networking company, Extreme Networks, as its official Wi-Fi network solutions provider and Wi-Fi analytics provider under a multi-year deal.
United in April appointed Legends International and Populous to lead a team that will be tasked with creating a masterplan for the redevelopment of Old Trafford. The club said work would begin “immediately” on developing options for the stadium and studying their feasibility, with the aim of significantly enhancing the fan experience at the 74,000-capacity venue.
United announced plans to upgrade Old Trafford at the end of last year, although so far no details on the scope or budget of the plans have been confirmed.
Victoria Timpson, CEO of alliances and partnerships at Manchester United, said: “Snapdragon platforms will enable ground-breaking experiences for fans across the globe, deepening their engagement with the football club they love.
“Manchester United has always pushed boundaries of what’s possible and we are excited to be partnering with a company at the forefront of innovation.”
Don McGuire, senior vice-president of Qualcomm Technologies and chief marketing officer of Qualcomm, added: “We look forward to showcasing Snapdragon to Manchester United fans everywhere and joining the new era of technology innovation at Old Trafford.”