Qualcomm has been making waves in the sports industry with its Snapdragon suite of semiconductor products. The company has recently promoted its brand through partnerships with several high-profile sports teams and organizations, 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 such partnership is with Manchester United, which boasts 1.1 billion fans/followers worldwide. This collaboration has been described as a significant milestone for Snapdragon, showcasing its commitment to connecting technology with people’s interests and passions. Another successful collaboration is with Mercedes F1, which introduced a VIP virtual reality experience for fans to tour the team’s garage during the Las Vegas Grand Prix. This partnership not only highlights Snapdragon’s growing auto business but also provides an immersive experience for fans who are passionate about racing.
In addition to these collaborations, Qualcomm has also sponsored San Diego Stadium through a venue sponsorship deal. The stadium hosts San Diego State football games and is home to the NWSL’s San Diego Wave and the upcoming San Diego FC of MLS. This sponsorship aims to create memorable experiences for fans attending events at the stadium while educating them about Snapdragon technology and enhancing their overall experience. According to McGuire, this stadium sponsorship serves as a way to connect with fans in Qualcomm’s hometown of San Diego and promote brand awareness through sports partnerships.
Overall, Qualcomm’s recent promotional efforts in sports have been successful in boosting brand awareness by aligning partnerships with brand values while providing immersive experiences for sports fans passionate about technology and racing.
