Manchester United have decided to rename their iconic stadium, meaning it will no longer be called Old Trafford.

Manchester United’s shirt sponsor, Snapdragon, is reportedly interested in acquiring the naming rights to Old Trafford or any new stadium the club may build in the future. The club has established a task force to evaluate the feasibility of redeveloping their historic stadium or potentially constructing a new one.

 

This decision arises amid concerns about the current limitations of Old Trafford, particularly the challenges posed by the railway line behind the Sir Bobby Charlton Stand and the nearby Bridgewater Canal.

 

The ambition is to create a 100,000-seater stadium, with Sir Jim Ratcliffe envisioning a “Wembley of the North.” This could be achieved by either renovating Old Trafford or building a new stadium on land the club already owns adjacent to the current site.

 

To fund such a major project, Manchester United is open to selling naming rights, potentially generating tens of millions of pounds.

 

Snapdragon, a brand under Qualcomm, recently replaced TeamViewer as Manchester United’s front-of-shirt sponsor. Don McGuire, Qualcomm’s Chief Marketing Officer, has shown interest in further expanding their involvement with the club by exploring stadium naming rights.

 

McGuire emphasized that while “Old Trafford is Old Trafford” and should retain its historic name, there could be a partnership where the stadium is branded with Snapdragon, or has an additional branding element added to its name.

 

He also hinted at a potential deeper partnership, noting that Qualcomm is already working with Manchester United to reimagine Old Trafford from a technology and innovation standpoint, as well as collaborating on developments at the club’s training facility, Carrington.

 

While the current shirt sponsorship deal is significant, Qualcomm is always open to expanding its partnership with Manchester United if it makes sense for both parties.

 

Selling naming rights is a common practice in modern football, though it remains relatively rare in the Premier League. As of the 2024/25 season, only six Premier League clubs have sold naming rights: Arsenal, Bournemouth, Brentford, Brighton & Hove Albion, Leicester City, and Manchester City. Tottenham Hotspur, who moved into their new stadium in 2019, are still seeking a long-term naming rights partner, maintaining the official name as Tottenham Hotspur Stadium to bolster the club’s brand.

 

This potential move by Manchester United reflects a broader trend in football where commercial partnerships and branding opportunities are increasingly influencing stadium names and renovations.

 

Whether Old Trafford will see a name change remains uncertain, but Snapdragon’s involvement suggests significant developments could be on the horizon for one of the most iconic venues in world football.