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# How Snapdragon Is Embracing Sports Fan Culture

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<!-- video src="https://cdn.jwplayer.com/manifests/wKLwXKXO.m3u8" -->
## Video: Snapdragon / Qualcomm Cannes 2026

[Watch (HLS stream): Snapdragon / Qualcomm Cannes 2026](https://cdn.jwplayer.com/manifests/wKLwXKXO.m3u8) (7:57)

![Snapdragon / Qualcomm Cannes 2026](https://cdn.jwplayer.com/v2/media/wKLwXKXO/poster.jpg?width=720)

_Published 2026-06-26. TIME and Qualcomm explore how collaboration, innovation, and authentic engagement can help brands connect meaningfully with sports fans._

On June 22, 2026, TIME and Qualcomm convened at the TIME House in Cannes, France, for a conversation on collaborations, creativity, and the future of sports. During the discussion, TIME CEO Jessica Sibley and Qualcomm EVP and CMO Don McGuire explored how brands can build authentic connections with sports fans by becoming a genuine part of the communities they support.

Using the Snapdragon collaboration with Manchester United as an example, McGuire highlighted the importance of honoring fan culture, traditions, and iconic figures to create meaningful engagement. “It is really about how you create that connection that truly matters to fans and the fandom of that player or team so that they accept you as part of the family. You are one of them,” McGuire said.

Sibley and McGuire also discussed the future of sports, including the role of innovation, technology, and evolving fan experiences. McGuire expressed particular excitement about the growing role of collaboration in marketing, arguing that strategic partnerships between brands can amplify impact rather than dilute identity. He emphasized that the future belongs to organizations that embrace collaboration, innovation, and authentic engagement to create greater value for fans and partners alike, noting that “collaboration breeds success.”

[![](https://static.time.com/v3/assets/bltea6093859af6183b/blt1d101b1def612c38/6a32ede11b4c0830cd3b9967/Snapdragon_hero_logo_RGB_red_HZ.png?branch=production&width=256&quality=75&auto=webp)](https://www.qualcomm.com/snapdragon/overview)

Snapdragon is a product of Qualcomm Technologies, Inc. and/or its subsidiaries.

[Learn More](https://www.qualcomm.com/snapdragon/overview)

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