An award-winning partnership launch
The video to launch Manchester United and Snapdragon front-of-shirt collaboration has been announced as a winner at the upcoming Clio Sports Awards.
Founded in 1959, the Clio Awards is a prestigious organisation honouring excellence in global advertising, marketing, and communications.
Clio Sports was established in 2014 to celebrate a more specialised field, championing boundary-pushing marketing from the teams, leagues, brands, agencies and media that shape culture.
A selection of winners for 2025 have been announced ahead of the upcoming event on 10 December, to be held in New York City, New York, USA. United and Snapdragon have proudly won the Bronze award in the Brand x Team/League category.
Our video starring Eric Cantona and featuring a cameo by Sir Alex Ferguson became one of the largest, most engaged partner launches in the club’s history, as well as one of the biggest front-of-shirt partner launches across the industry.
‘THE HUMAN EQUATION’
In the summer of 2024, United and Snapdragon teamed up with one of Qualcomm Technologies’ partner agencies, Greenlight Media & Marketing, a specialist content and production agency, with a mission to create the most impactful front-of-shirt launch in the club’s long history, with a film that would really resonate across the industry and establish credibility for Snapdragon.
Snapdragon wanted to introduce themselves to Reds supporters and showcase the innovation behind their name, while also building an emotional connection.
To do this, we created a brand-led narrative film titled ‘The Human Equation’ that explored the numbers behind the beautiful game, featuring club icon Cantona.
The entire film was shot on mobile devices powered by Snapdragon, highlighting their cinematic quality, powerful zoom and AI capabilities.
With a playful and emotional tone, the film connected those numbers to iconic moments in the club's history.
The result? A piece that stirred fan pride and positioned Snapdragon as a true supporter of the game.
“We knew this launch film was going to be special the minute we locked Eric Cantona and the script,” says Don.
“The collaboration between my team, Manchester United and an amazing team from Greenlight generated the kind of response marketers dream of and the results were mind blowing. The recognition of achieving a Clio award is testament to the collaboration and incredible story telling within this launch film.”
Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries.