Manchester United are looking to build a new £2billion 100,000-capacity stadium adjacent to Old Trafford, which the Red Devils are determined will be one of the best in the world.
Snapdragon – a subsidiary of global tech giant Qualcomm – were announced last month as United’s new shirt sponsor, in a three-year deal worth £180million.
United have set up a task force to decide whether to build a new £2billion stadium adjacent to Old Trafford or redevelop the existing ground. The likeliest option is a brand new 100,000-capacity state-of-the-art stadium, which United are determined will be one of the best in the world.
Snapdragon are already working with United on a number of technology innovations around the club’s £50m revamp of their training complex.
A final decision on Old Trafford is not expected until the end of the year, following full consultation with fans, but a new stadium seems the likeliest decision.
Old Trafford has been United’s home for the past 114 years and any stadium naming rights deal would need to be handled sensitively by the club and the sponsor involved. One approach could be to retain the Old Trafford name and have a sponsor aligned to it, a move adopted by many other iconic stadiums around the world.
Speaking on United’s US tour, Qualcomm’s chief marketing officer, Don McGuire, said: “Old Trafford is Old Trafford, it should always be Old Trafford.
“But if there is a brand attached to that in some way, shape or form, powered by someone – an ‘at’ or whatever – for example, this is Snapdragon Stadium at Bashor Field.
“We are working very closely with the team on the re-imagination of Old Trafford from a technology and innovation standpoint and Carrington – both. So if that leads to something bigger, where it would make sense for us to go even bigger – this [shirt sponsor deal] is pretty big by the way, not inexpensive – but if it makes sense, we are always looking out for opportunities.”
Snapdragon are currently working with United on technologies to improve the stadium experience for fans and ensure the facilities are among the best in the world.
“Fan experiences, connectivity, stadium operations like retail, point of sale, ticketing in and out, how fans can engage while in the stadium with different fan experiences, whether through augmented reality or through their smartphones or devices – making them a more state-of-the-art club,” said McGuire.
McGuire said Snapdragon will work with United on future tours, including to China and India. United have toured the former but not the latter. “We’d love for them to come back here every year,” McGuire said.
“But we will work with the club on the summer tour. We’ll be a presenting sponsor on a summer tour, wherever it is. But we’d like them to take it around the world and share the love.”
