HMD announces strategic partnership with FC Barcelona

Human Mobile Devices (HMD) has announced a strategic partnership with FC Barcelona, naming HMD as the club’s official global mobile phone partner.

The collaboration revealed through a viral video on the official social media channels of both entities, marks the beginning of a three-year agreement aimed at elevating HMD’s brand visibility. The partnership will utilize digital advertising opportunities, initially at the Olympic Stadium and later at Spotify Camp Nou, and will extend to cover FC Barcelona’s basketball, futsal, handball, and roller hockey teams.

The reveal video features Saul Peregrina, the personal hairdresser of FC Barcelona star Lamine Yamal, shaving Yamal’s head and artistically carving the HMD logo onto the back of his head. This bold gesture symbolizes the alliance between the two brands. The video also offers fans a glimpse of HMD’s latest innovation, the Skyline smartphone, now available in a new blue topaz color, underscoring HMD’s commitment to blending cutting-edge technology with stylish design.

The HMD Skyline, initially released globally on July 18th in neon pink and twisted black, is now available in blue topaz. The new version, available on the HMD website, is equipped with a powerful 108 MP rear camera and a 50 MP selfie camera. Additionally, the blue topaz version introduces a ‘detox mode,’ set to launch later this year, allowing users to disable notifications and social media apps during game time to enhance focus and reduce distractions.

Commenting on the partnership, Lars Silberbauer, Global Chief Marketing Officer at HMD said, “When it comes to creativity and innovation in sport you simply cannot look past FC Barcelona. The club has always championed fresh thinking, beauty, and flair, and we have the same mindset when it comes to technology. And just like FC Barcelona brings people together, it’s more than a club obviously, we’re the same. Every device we make is designed to enhance people’s lives and build connectivity. I’ve been an FC Barcelona fan for a long time, ever since Michael Laudrup joined the club back in 1989.”

On his part, Juli Guiu, vice-president of the FC Barcelona Marketing Area commented, “We are very proud to take a new step forward in our commercial strategy by incorporating the HMD Company as a new Global Partner. We feel much aligned with them in terms of brand values because theirs is an honest, transparent vision of technology that makes a priority of waste disposal and responsible use, with special consideration for the welfare of future generations. HMD and Barça are, from now on, two brands that go hand in hand from the present but looking to the future.”