San Diego wireless chip giant Qualcomm took the wraps off its temporary renaming of Qualcomm Stadium to Snapdragon Stadium Friday, showing off the new signage that will promote the company’s mobile processors that power about 300 smart phones.

The Snapdragon Stadium signage will stay up for 10 days to take advantage of three high profile, televised football games. They are the Sunday night NBC game between the Chargers and Baltimore Ravens; the Dec. 21 Poinsettia Bowl between Louisiana Tech and TCU; and the Dec. 28 Holiday Bowl between Cal and Texas. Both college games will be broadcast on ESPN.

Blue signs that used to say Qualcomm have been replaced by red Snapdragon signage in the stadium itself and in the surrounding parking lot. The renaming is collaboration between the City of San Diego, the San Diego Chargers and the San Diego Bowl Game Association. It represents a first in the area of stadium naming sponsorships.

The company estimates that the combined three games will reach more than 30 million TV viewers and 150,000 fans in attendance.


“Mobile is the biggest technology platform in human history, having a transformative impact on billions of people around the world,” said Dr. Paul Jacobs, chairman and CEO of Qualcomm. “Naming Snapdragon Stadium will help us drive consumer awareness for Qualcomm’s Snapdragon mobile processors and how they enhance the user experience on hundreds of millions of smart phones worldwide.”

Ingredient branding has been effective in the technology industry, led by Intel’s campaigns for its processors. Qualcomm’s Snapdragon chips are expected to begin competing more directly with Intel next year as Snapdragon moves up into laptop computers.

“This is a first-of-its-kind effort to completely rename a stadium without changing naming rights,” said Dean Spanos, chairman and president of the Chargers. “We look forward to playing in Snapdragon Stadium and helping Qualcomm bring awareness to the technologies Snapdragon processors enable.”