Qualcomm CMO Don McGuire Joins The Winning Formula From the Las Vegas Grand Prix

So we like to bring the brand to life and connect it with people's passions. So we thought sports would be a great place for us to bring the technology to life through tapping into this passion.

Thanks for having me.

So we like to bring the brand to life and connect it with people's passions because that's what our technology enables. It enables people to experience their passions through various different devices in their life, whether it's their smartphone or their PC or their car or a pair of glasses, whatever that might be. A lot of our technology inside of these devices brings experiences to the next level, whether it's music or whether it's watching your favorite team performing their favorite sport, or whether it's playing amazing video games. So we lean into passion points and one of the passion points that people rally around is sports. Everyone's got their players and their teams. So we thought sports would be a great place for us to bring the technology to life through tapping into this passion. And then we went through the journey of saying, okay, what sport or which sports rather, and that's where we landed on some really key partnerships, one of them being our partnership with Mercedes.

So two of the main KPIs is obviously building awareness and preference for the brand, but also building community and really igniting people's passions and building community for the brand, bringing people closer to us and building that affinity. And what we've seen so far across our sponsorships and partnerships, but specifically with Mercedes, we've seen as the brand has attached to the team and to the brand of Mercedes AMG Formula 1, we're seeing our awareness obviously go up with over one billion Formula 1 fans that are around the world. People that have attached themselves to the team, to the drivers, as well as to the technology that we're bringing to life within the context of building fandom for the team. So everything that we're seeing kind of upper funnel with awareness and scale has been very, very promising and we're super excited and happy with the progress we've made there. But we're also starting to see mid-funnel and lower-funnel metrics like building affinity and community and cross-pollinating F1 fans with Snapdragon fans. And we're starting to see that manifest itself through bringing our fans to races and bringing F1 fans into the Snapdragon world. So it's been a really nice synergistic relationship so far. And I think the platform of Formula 1 with its expansion and becoming more accessible, the growth in the US especially with young females, is all goodness that we're tapping into.