Manchester United and TeamViewer: A Groundbreaking Tech Partnership

On July 15, 2021, Manchester United unveiled TeamViewer – a leading European software company – as its new principal shirt sponsor. The deal marked Manchester United’s sixth-ever front-of-shirt sponsor, following brands like Sharp, Vodafone, AIG, Aon, and Chevrolet. The agreement was a five-year partnership (2021–2026), during which TeamViewer’s logo featured prominently on the home, away, and third kits of Manchester United’s men’s and women’s teams.

Pushing New Boundaries
Introducing our new shirt partner, starting 2021/22 @TeamViewer https://t.co/1Zx9lK6Uym pic.twitter.com/QpUymuNEnj

— Manchester United (@ManUtd) March 19, 2021

This partnership brought together one of the world’s most popular football clubs and “one of Europe’s fastest-growing software companies,” aiming to harness United’s global platform (with over 1.1 billion fans worldwide) to showcase TeamViewer’s technology. By appearing on “the front of the most iconic shirt in sport,” TeamViewer sought to build worldwide awareness of its remote connectivity solutions and how they can enhance workplaces and daily lives.

TeamViewer’s Background: Headquartered in Germany, TeamViewer is known for its remote access and digital collaboration software. By 2021, TeamViewer’s software had been installed on over 2.5 billion devices, with nearly 600,000 subscribers using it for business processes across virtually all countries. The software is free for personal use (allowing individuals to remotely assist friends/family), while businesses use TeamViewer to digitize operations across the value chain. This made TeamViewer an apt partner for United’s vision of digital transformation, as both organizations connect a global community across cultures and continents.

Driving Digitalization and Innovation On and Off the Pitch

From the outset, TeamViewer pledged to support Manchester United’s digitalization efforts. Plans were put in place to integrate augmented reality (AR) and cutting-edge remote connectivity into various aspects of the club’s operations:

• AR in Training and Rehabilitation: TeamViewer’s technology would introduce “ground-breaking AR solutions” to player training and medical rehabilitation programs. For example, AR could allow coaches and physios to overlay data or visuals onto a player’s view during practice, enhancing analysis and recovery. This forward-looking use of AR aimed to optimize player performance and health. TeamViewer’s Frontline AR platform has also been used by the club to deliver immersive experiences – a notable case being an AR experience for visitors at United’s museum, providing new interactive ways to engage with the club’s history.
  
• Enhanced Fan Experiences via AR and Remote Access: A core promise of the partnership was to “bring fans even closer to the team they love” through technology. This included plans for AR content that fans could view on smart glasses or mobile devices – for instance, virtual overlays during live games or remote tours of Old Trafford (the “Theatre of Dreams”) from anywhere in the world. Such experiences would allow supporters to feel virtually present at Old Trafford or see exclusive insights, bridging the gap for international fans. In the words of Richard Arnold, Manchester United’s Managing Director (now CEO), the club looked forward to “smarter ways of connecting people and businesses,” leveraging TeamViewer to unite their global fan base in new ways.

TeamViewer’s CEO Oliver Steil echoed these ambitions. He described the Manchester United deal as a “key pillar” in shaping TeamViewer as a global tech brand, and enthusiastically embraced the concept of “Team United” – two winning teams joining forces. Steil highlighted that together they aimed to take the fan experience at Old Trafford to “a new level” through connectivity and AR, and expressed pride that Manchester United chose TeamViewer as a partner in the club’s ongoing technology journey.

This was not just a logo sponsorship; it was portrayed as a collaboration to unleash the full potential of digitalization in sport, integrating TeamViewer’s easy-to-use, secure technology into the fabric of the club. Notably, the partnership launched in 2021 amid the COVID-19 pandemic.

United had agreed to the TeamViewer deal at the “height of the Covid-19 pandemic,” when digital connectivity was especially crucial. The timing meant both parties were keen to demonstrate how remote solutions could address pandemic challenges – from enabling remote work to engaging fans who could not attend matches in person.

Marketing Impact and Global Reach

TeamViewer’s branding on the famous red jersey immediately garnered massive exposure. In fact, Manchester United’s statement later noted that TeamViewer benefited from unparalleled global visibility, becoming “the most talked-about shirt-front partner in world football” following its launch.

This buzz was amplified by events like the return of Cristiano Ronaldo in 2021 – which sent United shirt sales soaring and put the TeamViewer logo in countless headlines and social media posts. For TeamViewer, a company without a prior profile in sports, the partnership rapidly elevated its name recognition worldwide. From a business perspective, the deal was valued at approximately £47 million per year (totaling around £235 million).

Although slightly lower than United’s previous Chevrolet sponsorship, it was among the biggest software sponsorships in sports at the time. The investment in such a high-profile sponsorship was part of TeamViewer’s strategy to transform its brand perception from a B2B remote software provider to a household name. By associating with United’s massive global fanbase, TeamViewer aimed to showcase itself as a “reliable and trusted technology” provider that connects people everywhere, much like football connects fans globally.

Manchester United, for its part, gained not only a lucrative deal but also a technology partner committed to adding value beyond the balance sheet. The club’s leadership emphasized that connectivity and collaboration have never been more important, and that TeamViewer’s ethos of “building bridges among people” made it an ideal fit for United’s worldwide community. In essence, the sponsorship was sold as more than just money for logo space – it was a shared mission to innovate in fan engagement and club operations.

Technology Integration and Key Use Cases

One of the most distinctive aspects of the United – TeamViewer partnership was the deep integration of TeamViewer’s technology into the club’s day-to-day operations. Rather than a typical sports sponsorship that centers only on marketing, this partnership saw TeamViewer actively helping United “digitally transform” many workflows.

According to Manchester United’s Chief Digital Information Officer, Attiq Qureshi, the football club operates as a “multifaceted, complex enterprise” – spanning elite sport, large-scale hospitality, global merchandising, and more – and there have been at least 19 distinct use-cases where TeamViewer’s solutions boosted efficiency across the club. Some of the major technology use cases and innovations include:

• Remote IT Support and Operations: TeamViewer provided secure remote access and support for Manchester United’s staff across all departments. This meant the club’s IT team could troubleshoot and fix technical issues on devices anywhere – whether an employee was working from home or a club office – without needing to be on-site.
  
  According to the club, “whether it’s solving IT issues or helping fans with ticket purchases, TeamViewer’s secure and reliable remote support ensures operations run smoothly.”
  
  This capability proved invaluable during pandemic lockdowns and remains a core tool for United’s flexible working arrangements. Qureshi noted that United has all the typical back-office functions of any large business (IT, HR, finance, etc.), and TeamViewer helps ensure “consistent and secure” support across all these areas.
  
• Stadium & Facilities Management: Each match at Old Trafford requires meticulous preparation by the venue operations team. TeamViewer’s technologies have helped modernize this process. For example, ground staff use TeamViewer to remotely monitor and manage Old Trafford’s irrigation system on the pitch. Via a TeamViewer interface, the groundskeepers can control the stadium’s high-tech Rain Bird sprinklers and even the irrigation on 16 training pitches at Carrington, all from a single device.
  
  This remote control saves time and reduces costs by allowing proactive pitch maintenance without physically being at each site. TeamViewer’s solution also enables instant digital documentation of stadium safety checks and maintenance tasks, reducing human error in pre-match routines. These innovations help ensure the 75,000-seat “Theatre of Dreams” is always in top condition to host tens of thousands of fans.
  
• Real-Time Match Analysis & Data Access: In the modern game, data analysis is crucial. Manchester United’s analyst and coaching teams gather enormous amounts of video and performance data (player tracking, match footage, statistics) which must be analyzed to prepare for matches and evaluate performances.
  
  Previously, analysts would spend hours before an away match manually copying video files and stats onto hard drives or laptops to take on the road – an approach that was cumbersome, time-consuming, and prone to security risks. Now, TeamViewer Tensor, the enterprise-grade version of the software, has revolutionized this workflow. Manchester United’s analysts can “quickly and securely access files on their Manchester-based servers from anywhere in the world.”
  
  During away games or tours, analysts and coaches connect remotely to the club’s central servers at Carrington training center, pulling up footage or data on-demand as if they were on site. “In the past they’d bundle what they thought they needed and carry it with them – often forgetting something important,” Qureshi explained. “Now the server is accessible from anywhere” and fully secure.
  
  This ensures that even on a preseason tour in the U.S., for example, coaches have every piece of data at their fingertips for match preparation. TeamViewer Tensor also allows the staff to remotely manage content on devices like the video analysis wall in the players’ gym, so they can update tactical videos or highlights for players instantly, highlighting clips to focus on during training.
  
• Media & Content Production – MUTV and Social Media: Manchester United operates its own television channel (MUTV) broadcasting 24/7 globally, as well as highly active social media and web content teams. TeamViewer became a quiet hero behind the scenes for these media operations. During COVID lockdowns, MUTV producers and video editors were stuck at home, unable to access the high-powered editing machines or the tape archives located at Old Trafford.
  
  TeamViewer solved this by giving staff remote desktop access to their office computers and servers from home, “meaning broadcast production continued uninterrupted” despite the pandemic. Editors could remotely use the editing suites as if they were in the studio, and access the club’s video archives securely. This was a critical tool that kept MUTV on air without quality loss, even when the team could not be on site.
  
  In matchday operations, TeamViewer transformed United’s social media photo workflow. The club’s photographers typically take thousands of photos pitchside during a game, which need to be published to fans as quickly as possible on social channels and the club website. Previously, a photographer had to stop shooting, run to a laptop, and upload images to send to the media team – a process that could take 5+ minutes per photo, meaning fans might not see a goal celebration image until long after the moment.
  
  Now, TeamViewer enables photographers to stay focused on shooting while editors at the club’s media center remotely access the pitchside laptops in real time. As soon as photos are taken, an editor can pull the images via TeamViewer and start cropping/tagging immediately – without interrupting the photographer.
  
  This new system reduced the image publication time from minutes to as little as 30 secondssportsbusinessjournal.com. In some cases, a photo of a goal can be taken on the pitch and appear on fans’ phones or Getty Images before the game has even restarted. By eliminating the old manual steps, TeamViewer’s remote access put “live action photos straight to your phone while the game is still happening. ”This speed is a huge win for fan engagement and for the club’s content team, keeping supporters updated in near real-time.
  
• Fan Experience and Ticketing Support: With the pandemic accelerating the shift to fully digital ticketing and online services, Manchester United had to cater to fans with varying tech comfort levels. TeamViewer played a key role in United’s revamped digital ticketing platform and online account management.
  
  The club’s Head of Ticketing, Sam Kelleher, noted that an influx of supporters were purchasing tickets and managing memberships online, so providing user-friendly support was vital. TeamViewer’s remote support tool was embedded into the club’s online portals, enabling support agents to literally see and control a fan’s screen (with permission) to guide them through processes.
  
  This allowed the club to “directly guide a customer through their ticket purchase as if they were in the same room,” greatly improving the service for fans who needed helpteamviewer.com. For example, if an older supporter was confused by the new digital season ticket app, a support agent could use TeamViewer to remotely navigate and show them how to download their ticket or find the QR code, all in real-time.
  
  This personal touch at scale has made the online ticketing experience more accessible and inclusive. In addition, TeamViewer provided United’s ticketing and fan services team with robust analytics and reporting. The software can generate comprehensive reports on support session times, common issues, and peak request periodsteamviewer.com United uses these insights to spot where fans struggle (fueling UX improvements on the website) and to allocate staff strategically during surges – for instance, just before a big match when many fans might be downloading tickets or seeking. Such data-driven adjustments have increased the efficiency of fan support and ensured resources meet demand during critical times.
  
• Global Collaboration on Infrastructure Projects: The partnership’s tech benefits even extended beyond Manchester. A fascinating example is TeamViewer’s involvement in the development of the “Theatre of Dreams” entertainment center in China – a Manchester United-themed experience center by Harves Entertainment.
  
  During the project, travel restrictions meant some U.S.-based designers couldn’t be on-site in Beijing. The solution was to use TeamViewer’s remote access to control computers and systems at the construction site from abroadteamviewer.com.
  
  Through TeamViewer, Harves Entertainment’s team could remotely manage about 50 devices and simulators in China, overseeing software installations, testing interactive exhibits, and monitoring progress in real-time.
  
  This stable remote link ensured the project stayed on schedule despite the pandemic. It’s a noteworthy case of Man United’s partner network (TeamViewer and Harves) leveraging tech to deliver an innovative fan experience venue. The resulting “Theatre of Dreams” center now provides fans in Asia a cutting-edge interactive taste of Old Trafford, all made possible by remote collaboration.

Fan Engagement and Marketing Activations

Beyond behind-the-scenes technology, the Manchester United-TeamViewer partnership also came to life through creative marketing activations and content that resonated with both fans and marketing professionals. TeamViewer and United collaborated on numerous initiatives to engage supporters and highlight the partnership’s themes of connectivity and “bringing fans closer.” Some of the notable activations included:

• “Inside View” Video Series: TeamViewer became the presenting partner of Inside View, an exclusive behind-the-scenes video series on Manchester United’s official channels. These episodes gave fans intimate access to moments at the club that are usually behind closed doors.
  
  For example, in December 2021, United produced a very special Inside View episode reuniting Cristiano Ronaldo and Sir Alex Ferguson in conversation. The two club legends sat down at Old Trafford for a heartfelt discussion about communication and leadership – a reunion made possible “thanks to our principal shirt partner TeamViewer.”
  
  Fans around the world were delighted to see Ronaldo and his mentor Sir Alex in such a setting, and the video (available on the Man Utd app and site) underscored TeamViewer’s slogan of “Bringing You Closer.”
  
  Similarly, TeamViewer sponsored Inside View: Kit Launch videos, taking fans behind the scenes of new kit photoshoots. During the launch of the 2022/23 kits, episodes showed players modeling the new jerseys (with TeamViewer logo) and reacting to the designs, giving supporters a unique insider perspective on a typically closed photoshoot day. From home kit unveilings to third-kit reactions, these Inside View clips – all “presented by TeamViewer” – blended marketing with genuine fan-centric content.
  
• TeamViewer Diaries: Another content initiative was the TeamViewer Diaries series, which ran during the 2022/23 season. These short features put players in a relaxed interview setting (dubbed the “diary room”) to share insights and personal stories, fostering a closer connection with fans.
  
  To mark manager Erik ten Hag’s 50th match in charge (April 2023), United released a “special episode of TeamViewer Diaries” where senior players like Marcus Rashford, Casemiro, and Christian Eriksen praised the Dutch coach’s impact and philosophy. This episode celebrated a milestone by giving the audience a candid look at how the squad had embraced Ten Hag’s methods – content likely to intrigue fans and demonstrate TeamViewer’s support for the club’s progress.
  
  The TeamViewer Diaries series throughout the year featured various players (from men’s and women’s teams) reflecting on topics such as life at the club, personal challenges, and behind-the-scenes anecdotes, all under the banner of the partnership. By associating with these human-interest stories, TeamViewer furthered its image as a fan-friendly brand.
  
• Pre-Season Tour Activations – “The Tour View”: In July 2022, as Manchester United embarked on a pre-season tour of Thailand and Australia, TeamViewer helped deliver an innovative fan engagement idea called “The Tour View.”
  
  The club gave players a GoPro camera and free rein to create vlog-style content during the trip, “in partnership with TeamViewer,” resulting in a seven-episode series of behind-the-scenes. Fans got to see the squad traveling, joking in the hotel, training, and exploring tour cities through the players’ eyes. Episodes included fun moments like Bruno Fernandes taking viewers onto the team plane, Diogo Dalot and Bruno battling at table tennis in a Melbourne hotel, and players visiting a zoo in Perth – all candid content that fans wouldn’t normally see.
  
  The Tour View was a hit with supporters for its authenticity and was explicitly credited to the TeamViewer partnership enabling this level of access. After the tour, United even compiled all Tour View episodes on its site for fans to watch, and teased “more exclusive content in partnership with TeamViewer throughout the 2022/23 season.
  
  Additionally, during the 2022 Tour stop in Perth, TeamViewer hosted an “Experience Day” fan event, which included player appearances and interactive tech demos, connecting local Australian fans with the club.
  
• Women’s Team and Community Initiatives: The partnership’s activations extended to Manchester United’s women’s team and community as well. TeamViewer has proudly supported the women’s side, and club media – with TeamViewer’s backing – produced content to boost the profile of the women’s team.
  
  For instance, an Inside View episode on United Women’s Media Day gave fans a peek into the personalities and preparations of the women’s squad ahead of the 2023/24 season. TeamViewer also sponsored features around key moments like star player Ella Toone’s contract extension, bringing supporters into the celebratory photoshoot via an Inside View video (and underscoring the brand’s commitment to the club’s future).
  
  Beyond content, TeamViewer engaged in campaigns aligned with its values – such as promoting women in tech and sport. In 2023, TeamViewer published a “Women in Sport Tech” report and partnered with Manchester United to highlight female role models in football and technology. These initiatives, timed with International Women’s Day, illustrated how the sponsorship was activated in socially positive ways, not just commercially.
  
• Branded Commercials and Messaging: TeamViewer and United also collaborated on more traditional marketing campaigns that ran on digital channels and TV. These often carried emotive themes linking the club’s passion with TeamViewer’s technology.
  
  Examples included “Bringing You Closer,” a slogan used in ads showing how TeamViewer connects fans to the club no matter the distance (for instance, a fan virtually interacting with Old Trafford from afar).
  
  “Every Shirt Counts” was another campaign highlighting how each United jersey (with TeamViewer logo) represents millions of fans and the idea that technology can unite that global family. In one promo, the club emphasized how no matter where fans are watching, TeamViewer helps “Manchester United connect with fans no matter where they are,” via remote access and AR content.
  
  Another short film, “Progress on and off the pitch,” showcased parallels between on-field improvements and the off-field digital transformation enabled by TeamViewer. These pieces served to reinforce the narrative of the partnership: United striving for excellence, supported by TeamViewer’s cutting-edge tech in the background.

Through these activations, TeamViewer effectively used its partnership rights to create content and experiences that appealed to both fans (who crave insider access and personal stories) and marketing professionals (who see an innovative, digital-led sponsorship at work). The consistent thread was using technology to deepen fan engagement – whether by exclusive videos, faster content delivery, or interactive events – all while subtly showcasing TeamViewer’s capabilities. This approach helped humanize the TeamViewer brand in the eyes of supporters and demonstrated to the business world how a sponsorship can be leveraged beyond static logo placement.

Contract Developments and Future Outlook

While the Manchester United – TeamViewer partnership was initially set to run through 2026, there were significant developments in its later years.

In December 2022, after roughly 18 months of partnership, Manchester United announced that the front-of-shirt sponsorship would be ending early. The club and TeamViewer reached a “mutually-beneficial agreement” giving United the option to buy back the shirt sponsorship rights and seek a new partner. This decision came amid changing market conditions and internal considerations at TeamViewer.

Under the December 2022 arrangement, TeamViewer remained on the front of United’s shirt until a new sponsor was found, with all financial commitments unchanged in the interim. Once a replacement sponsor took over the jersey, TeamViewer would step down to a secondary partnership role for the remainder of the term, continuing to provide its technology to the club until 2026 as a “valued member of [United’s] suite of global partners.”

In essence, the tech collaboration would continue, but TeamViewer agreed to relinquish the prime shirt real estate early. United’s statement made clear that TeamViewer’s contributions had been appreciated, noting the “unparalleled global exposure” the company gained and that the partnership launch was one of the most visible ever in the digital era.

In September 2023, the club confirmed a deal with U.S. tech giant Qualcomm that will see its Snapdragon brand on the famous red shirt from the 2024/25 season onward. The new agreement is reportedly a record-breaker – a minimum £60 million per year over at least three years – reflecting the rebound of sponsorship market values. (Snapdragon was already a global partner of United, and the expanded deal places it on the kit, much like TeamViewer’s did.)

The 2023/24 season thus became the last with TeamViewer on United’s jersey. Starting July 2024, fans saw the Snapdragon logo on the team’s home, away, and third kits, officially ending TeamViewer’s short tenure as shirt sponsor.

However, TeamViewer’s story with Manchester United has not completely ended. As promised, TeamViewer continues to fulfill its role as a global technology partner to the club behind the scenes until the original contract’s end in 2026.

This means the remote connectivity, support services, and joint initiatives developed since 2021 remain in place. In fact, TeamViewer and United have kept collaborating on fan events and tech demonstrations even after the shirt swap announcement. For example, in late 2023, TeamViewer hosted an “Experience Day” at Old Trafford, inviting business clients and partners to see first-hand how United uses TeamViewer’s solutions in daily operations – effectively showcasing the success of the partnership to potential enterprise customers.

From a marketing and sponsorship perspective, the Manchester United – TeamViewer partnership will be remembered as a bold and innovative alliance. It demonstrated how a shirt sponsor, especially a technology firm, can go beyond logo exposure to embed itself in the club’s narrative and operations.

In many ways, the partnership did just that – blending sports and technology to showcase new possibilities. Going forward, Manchester United will carry the lessons of this tech collaboration into its deal with Qualcomm and other partners, while TeamViewer can point to its United experience as a case study in sports sponsorship ROI and innovation.

Finally, for Manchester United fans and marketing enthusiasts alike, the TeamViewer era (2021–2024 on the shirt, through 2026 as tech partner) stands out as a time when a sponsor wasn’t just a name on a kit, but an active participant in the club’s journey – from the “Theatre of Dreams” in Manchester to millions of homes connected around the globe.

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