Snapdragon Stadium: Qualcomm’s bid to raise brand awareness

Qualcomm is headquartered in San Diego, so it’s only natural that the company acquired the naming rights to what was called Jack Murphy stadium in 1997, renaming it Qualcomm Stadium. What’s less natural is the company’s latest gambit to raise awareness for its processor brand: temporarily renaming the entire place “Snapdragon Stadium” for the next ten days. The move comes in time for one NFL game and two college football bowl games and comes complete with banners covering the original signs with “Snapdragon Stadium” branding.

The original 20-year naming rights cost Qualcomm $18 million, but reportedly this temporary renaming is costing the company “less than a 30-second commercial at the upcoming Chargers-Ravens game.” It’s a small price to pay for Qualcomm to get its branding in front of an estimated 30 million TV viewers over the course of three games. That’s not to say Qualcomm won’t be buying commercials as well — the renaming will coincide with an advertising campaign and device givewaways.