How Snapdragon and Microsoft are bringing Surface to one of football's biggest stages
Great collaborations have a way of creating more value than any one brand can on its own. That’s been the story of Snapdragon and Microsoft, and it’s the story we continue to build with Manchester United.
By leveraging the global reach of football and the passion of Manchester United fandom, we can bring our technology value proposition to life in culturally relevant moments — showing how experiences powered by Snapdragon help fans connect with the club in new and meaningful ways. The impact is clear: 84% of Manchester United fans are aware of Snapdragon,1 more than 80% support, love and trust the brand,2 and nearly half consider Snapdragon a premium brand.1 That understanding extends to our technology leadership as well, with 86% of fans viewing Snapdragon as a leader in smartphone processors and 68% seeing Snapdragon as a leader in laptop processors.2
That kind of brand value matters because it creates the foundation for deeper partnerships, stronger activations and more meaningful ways to connect with people.
Microsoft Surface joins the pitch
This season, you’ll see Microsoft Surface featured on the back of Manchester United kits for pre-season matches starting July 18, as well as all men’s first team domestic cup games during the 26/27 season. Surface will also be featured on the back of the shirts for all Manchester United women matches across the 26/27 season outside of European competition, and select academy team kits across domestic cup competitions.
But there’s more — Snapdragon, Microsoft and Manchester United are teaming up to create a special, limited-edition Microsoft Surface PC with Snapdragon and Manchester United branding. Plus, we’re launching a fan program that gets these exclusive devices into the hands of select supporters. Keep an eye out for details on how to get one.
“Surface has always been about bringing the best of Microsoft innovation to people in the moments where they create, connect and get things done. With Surface PCs and Windows 11 powered by Snapdragon, we’re delivering beautifully crafted devices with the performance, battery life and AI tools people expect. Partnering with Snapdragon and Manchester United gives us an incredible opportunity to put that experience in the hands of fans around the world in a way that feels personal, useful and unmistakably Surface,” says Sandra Andrews, GM of Surface Marketing at Microsoft.
The Snapdragon–Microsoft story moves forward
When we launched our front-of-shirt collaboration in the 24/25 season, we used the back-of-shirt opportunity to introduce fans to Copilot+ PCs — showing how Snapdragon and Microsoft were helping define a new era of Windows experiences. This year, we’re evolving that story with Surface. These new Windows 11 Copilot+ PCs feature the Snapdragon X2 series processor and are built for users who want creativity, productivity and breakthrough on-device AI experiences — exactly what we’ve been working on with Microsoft.
With Manchester United, Surface is positioned in a unique place for a global audience, cutting across generations and every level of fandom. This collaboration stretches across broadcast, social and inside the stadium, giving us more ways to bring the Snapdragon, Microsoft and Manchester United collaboration to life wherever fans connect with the club.
What comes next
Pre-season kicks off this weekend, and we’re excited to see Microsoft Surface debut on the back of Manchester United shirts. It’s always rewarding to watch a collaboration build on itself season after season — each one bringing something new while staying true to the story so far. Our work with Microsoft goes back years, and teaming up with Manchester United is a standout moment for both brands. We’re unlocking new opportunities together, and there’s plenty more ahead.
