Manchester United have remained a market leading force in commercial activity despite a run of challenging seasons for onfield performance and results. Current front-of-shirt partner Snapdragon, a mobile phone chip manufacturing brand within the Qualcomm software empire, is entering the second year of a five-year deal worth a reported $375 million. It's a top-end fee for a position at a club that finished 15th last season. On the show this week, Qualcomm CMO Don McGuire and newly installed Manchester United Chief Business Officer Marc Armstrong join James Emmett to talk about how to make commercial and marketing impact through a challenging era of transition.

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