Snapdragon eyes Old Trafford naming deal

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Manchester United’s Old Trafford stadium could get a new name if shirt sponsor Snapdragon follows through on its interest in buying the naming rights to the venue.

The Guradian said The US technology firm, which signed a three-year $225 million shirt deal with United last summer, is keen on taking the naming rights to the stadium.

Old Trafford is a football stadium in Old Trafford, Greater Manchester, England (UK) and the home of Manchester United F.C.

With a capacity of 74,310, it is the largest club football stadium in Engand (and second-largest football stadium overall after the 90,000-capacity Wembley Stadium in London) and the 12th-largest in Europe.

The club has never sold its stadium naming rights but Don McGuire, Snapdragon’s chief marketing officer, believes a deal may be possible.

Snapdragon already owns the naming rights to the stadium in San Diego where United played Real Betis this summer and Wrexham last year. The playing surface there is named Bashor Field.

Snapdragon Stadium is a 35,000-seat multipurpose stadium in San Diego, California (US). It’s located on the campus of San Diego State University at the SDSU Mission Valley.

The stadium opened on August 19^th, 2022 and is home to San Diego Wave FC of the National Women’s Soccer League (NWSL).

McGuire said: “Old Trafford is Old Trafford, it should always be Old Trafford [or whatever any new stadium name is]. But if there is a brand attached to that in some way shape or form, powered by someone, an ‘at’ or whatever [it could happen]. For example, this is Snapdragon Stadium at Bashor Field.

“We are working very closely with the team on the reimagination of Old Trafford from a technology and innovation standpoint. And Carrington [the training base].

“So if that leads to something bigger, where it would make sense for us to go even bigger – this [shirt sponsorship] is pretty big by the way, not inexpensive – we are always looking out for opportunities.”

He explained what type of technology and innovation was involved. “Fan experiences, connectivity, stadium operations like retail, point of sale, ticket in and out,” McGuire said.

“How fans can engage while in the stadium with different experiences, whether through augmented reality or through their smartphones or devices. And then making them a more state-of-the-art club.”

McGuire said India and China were future preferred destinations for Manchester United to tour, owing to the reach of Snapdragon and its San Diego-headquartered parent company, Qualcomm.

He said China was one of its biggest markets and India was also a big market. “We’d like them to take it around the world, and share the love,” he said. “We’d love for them to play in China, India.”

Manchester United are currently considering whether to build a new home or revamp Old Trafford. The former option is favoured by Sir Jim Ratcliffe, the minority owner driving the project, and he wants the club to decide by December.

The Old Trafford Regeneration Task Force was created in March this year to explore options for regenerating the Old Trafford area of Greater Manchester with the development of a world-class football stadium at the heart of the project.

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• Manchester United F.C.
• naming rights
• Old Trafford

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