Qualcomm has become the new front of
shirt sponsor for Manchester United Football Club.
This the company's latest attempt to boost awareness of its Snapdragon brand
among consumers amid a broader push into personal computing here.
To not only discuss this massive commercial deal, but also illustrate
demonstrates it is Bloomberg's owning Kang who leads our semiconductor
coverage and just so happens to be a manchester United fan.
But there it is. You know, it's something that you just
didn't think you'd ever see. But for Qualcomm, this is a big, big
deal, right? So this is not even just the company
name. This is their brand.
This is them trying to do something that they've really been trying to do for ten
years and not making a lot of progress in.
And now they're saying, look, this is how committed we are.
This is what we're prepared to put money behind.
And obviously, this is a very big brand.

How much money are we talking in?
They they won't neither neither side will tell us.
But we have a report saying about $75 million a year, and it's going to
probably stretch over five years. Director Alice You know, I just try and
get this. I hold up for there you go.
I mean, the point is, is that it's a chip.
It's a semiconductor historically that Qualcomm's put into smartphones.
There's an AI story with it now. There's a cult following around it.
Right. Just explain its next iteration.
I mean, the most important thing here is they want they've been trying to get
their chips into laptops for a long time; hasn't really happened.
And now they're saying new AI software will help them to do that.
But what's happening behind the scenes, the kind of giant elephant in the room
here, like Manchester United in the nineties, a very successful team is
Intel. Intel have dominated this market not
only with their products but with the

brand, right?
That anybody who's trying to get into laptops has to take on the Intel Inside
brand. And this is what Qualcomm is trying to
do with this. And their efforts are just that word
takes me back to the Beckham documentary.
And when all the feel-good factors around whether it's England, whether it's Manu,
I mean, I think Eric Cantona has had something to do with the marketing of
all of this. And just how many of these tech names or
US tech names are going into sports like this to make up their name.
How much do you see chips more broadly get into the world of football or
soccer? Yeah, I mean, it's I mean, it's a
ingredient brand. So it's always been sort of one step
back. Intel were the ones that really broke
that with the Intel Inside campaign and really pushed the idea that, hey, you
don't buy something for the company that

makes it.
You buy something because of what's inside it.
And Qualcomm are trying to make that next step, make that the first.
We've seen other companies sort of flirt with this, but this is probably the
biggest effort we've seen so far to really get a content brand, a content
sort of product in front of real consumers who will ultimately be the
ones Qualcomm saying that one Premier League home game will have the same
value to them is spending on a Super Bowl ad.
That's what we're talking about.

Qualcomm Sponsors Manchester United Amid Bigger PC Push

Welcome to the Bloomberg Technology YouTube channel. Subscribe for original series and mini-docs on game-changing technologies, profiles on innovators, live conversations with experts, and breaking technology news & analysis from Bloomberg TV.