Man United pioneers back-of-shirt asset with Qualcomm: Manchester United’s decision to have a back-of-shirt sponsor for the first time through its deal with Qualcomm could pave the way for other Premier League clubs to do the same in domestic cup competitions.
Following a trial period during its US pre-season tour this summer, Manchester United will showcase Microsoft brand Co-Pilot+ below the player number on its shirts in certain games, as first reported by The Athletic.
The back-of-shirt asset is prohibited in Premier League matches and Uefa club competitions, but was permitted in the FA Community Shield tie against Manchester City on Saturday. The logo will also reportedly be allowed in the FA Cup, League Cup and Women’s Super League.
Sources told SportBusiness that Man United’s decision to unlock the back-of-shirt asset will likely see a host of its Premier League rivals do the same.
Given the restrictions on activating the back-of-shirt logo, brands may be able to bundle the asset into other kit signage deals for a relatively low additional fee.
The asset may be of particular interest to betting brands, which are banned from front-of-shirt sponsorship from the 2025-26 season and will likely look to other kit assets to maintain their visibility.
Manchester United’s move comes through the club’s main sponsor Qualcomm Technologies, whose Snapdragon microchip brand was confirmed last September as Man United’s new front-of-shirt sponsor on a three-year deal from 2024-25 until 2026-27.
Qualcomm’s package included back-of-shirt rights, which it has now chosen to activate. Despite Microsoft not being a Man United sponsor, Qualcomm’s agreement states its back-of-shirt asset can feature brands that Snapdragon works with or powers.
Snapdragon processors feature in products across smartphones, PCs, extended reality glasses, gaming devices, wearables, and connected cars.
Alongside activating the back-of-shirt asset, Qualcomm has also triggered an optional two-year extension of its Man United shirt sponsorship, taking its deal to the end of the 2028-29 season.
The US brand’s chief marketing officer Don McGuire last week spoke of potentially deepening its ties with Man United by taking on the naming rights to its Old Trafford stadium.
McGuire said any deal would have to keep the ‘Old Trafford’ name as part of it with “a brand attached to that in some way shape or form”.
“We are working very closely with the team on the reimagination of Old Trafford from a technology and innovation standpoint,” McGuire continued. “And Carrington [the training ground]. 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.”
SOURCE: https://www.sportbusiness.com/news/man-united-pioneers-back-of-shirt-asset-with-qualcomm/