Qualcomm’s Snapdragon Suite: Connecting with Fans through Sports Partnerships
Qualcomm has been heavily promoting its Snapdragon suite of semiconductor products in recent years, particularly through partnerships in the sports industry. Some of the high-profile deals include 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 stadium sponsorship deal at Snapdragon Stadium in San Diego is one such example of how Qualcomm is using partnerships to connect with fans and promote brand awareness in its hometown. Through this deal, 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 also highlighted another successful collaboration with Mercedes F1 that introduced a VIP virtual reality experience for fans to tour the team’s garage during the Las Vegas Grand Prix. This partnership aligned perfectly with Snapdragon’s growing auto business and helped connect technology with one of sports biggest fan bases.
The partnership with Manchester United was also described by McGuire as a significant milestone for Snapdragon, boasting 1.1 billion fans/followers worldwide. These high-profile deals showcase how Qualcomm is leveraging partnerships to not only promote its products but also connect with people on an emotional level through sports and entertainment.
