What's in a name? Snapdragon's Old Trafford Ambitions
Manchester United's new shirt sponsor, Snapdragon, is considering purchasing the naming rights to the iconic Old Trafford stadium, which could help fund more than a new roof.
Hot on the heels of other EPL clubs such as Arsenal (Emirates), Brighton (Amex), and their blue neighbors, City at the Etihad, Snapdragon, Manchester United's new front-of-shirt sponsor, is interested in acquiring the naming rights to Old Trafford.
Manchester United has appointed a task force to decide on the future of Old Trafford, with a decision expected by the end of the year.
The club is considering both refurbishing the existing stadium and building a new 100,000-seater one.
The potential sale of naming rights - to the possible tune of 2 billion [pounds sterling] - is being explored as a funding option.
The club has promised to keep fans informed and consulted throughout the process, and have already tapped into 30,000 of them in a survey.
There are some interesting quotes from the Times article that require some breaking down considering Snapdragon, a mobile technology outfit, hits the full trifecta of global corporate, ground-breaking tech, and way bigger than you thought.
Openness to Naming Rights: Snapdragon is open to the possibility of having their name attached to Old Trafford if the opportunity arises.
Quote: "Old Trafford is Old Trafford, it should always be Old Trafford. But if there is a brand attached to that in someway shape or form, powered by someone, an 'at' or whatever..." - Don McGuire, Chief Marketing Officer for Snapdragon.
What this means: They understand Old Trafford has been around for 114 years, and throwing Snapdragon at the beginning or end of it is going to sound slightly clunky.
What might happen: Depending on the outcome of the task-force findings (and how much a new roof costs), pay for part of a refurb and rename the Stretford End to the Snapdragon Stretford End, or bulldoze it and get naming rights for a new stadium.
Collaboration on Stadium Re-magination: Snapdragon is already working with Manchester United on the technological and innovative aspects of the stadium's redevelopment.
Quote: "We are working very closely with the team on the re-imagination of Old Trafford from a technology and innovation standpoint." - Don McGuire.
What this means: Better wi-fi in the toilets? USB charging in the toilets? A pie-warming app in the toilets? A Manchester United phone? AI-powered half-and-half scarves? The potential could be ridiculous, and exciting considering they’re a hardware, software, and infrastructure company.
Existing Stadium Sponsorship: Snapdragon already sponsors the home stadium of the San Diego State Aztecs football team, a 35,000-capacity open stadium that will will be home to new MLS franchise San Diego FC in 2025, adding another sport to the mix.
Positive Return on Investment: Snapdragon has already seen significant brand exposure and impressions since becoming a sponsor.
Quote: "The efficiency in front of shirt in the ROI (return on investment) I've already seen, has passed a billion impressions in three weeks, for the brand." - Don McGuire.
What this means: Their current deal is $230M for three years, which could see anything from a 2:1 to 4:1 return, but a global brand tapping into United’s global reach could be quite beneficial to put it mildly. Brands tend to stick with Man United, and it’ll be interesting to see how this translates dependent on their new dawn under INEOS.
The potential naming rights deal between Manchester United and Snapdragon is a landmark opportunity for both. It could provide Manchester United with much-needed funds for stadium improvements or a new build, while significantly boosting Snapdragon's global brand reach / diversification.
However, the challenge lies in balancing modernization with the preservation of Old Trafford's historic legacy. The club's commitment to fan consultation demonstrates their understanding of this delicate issue, but more delicate is their relative slide over the past decade and how if they can recapture those glory days on the pitch and not just off it.
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