Manchester United are in the process of replacing software firm TeamViewer as their front of shirt of sponsor and have entered what are described as "advanced talks" with a new partner.
TeamViewer is the only sixth different company to have its name adorn United shirts since the club's very first shirt sponsor deal with Sharp in 1982. But the relationship has been short-lived.
A five-year contract came into effect in the summer of 2021, replacing American car giant Chevrolet. However, TeamViewer confirmed just over a year into the partnership they would not be looking to extend the terms beyond the initial period, citing a re-evaluation of long-term marketing strategy.
The sponsorship was worth a total of £235m to United, or £47m a year, but a 70% drop in TeamViewer share prices, despite increased global brand exposure, left the company reassessing. The firm was also publicly criticised by investors for spending more on sponsorship deals than they were making in net annual profits, having also partnered with the Mercedes Formula 1 team.
By the end of 2022, United announced an agreement to buy back TeamViewer's front of shirt sponsorship rights. But the company's branding would remain on shirts until a new sponsor was found, while TeamViewer will also remain an official partner until the end of its contract in 2026.
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Having already released three new kits for this season, United are unlikely to replace the TeamViewer branding before next summer. But negotiations with a new sponsor are well established.
The Athletic reports that talks with American technology firm Qualcomm over a potential deal worth £60m per season are "advanced". That would exceed what TeamViewer agreed to in their original contract and be much closer to the Chevrolet deal – worth £64m each year – that was negotiated in 2012 at a time when United were consistently competing for and winning the Premier League.
United have already had a relationship with Qualcomm since 2022, promoting the company's Snapdragon brand – Snapdragon had the naming rights for the club's 2023 summer tour. Qualcomm have also served as an adviser for United with regard to improving network connectivity inside Old Trafford, where reliable phone signal for fans is notoriously sketchy.
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This article was originally published on 90min as Man Utd in 'advanced talks' with potential new shirt sponsor.