By Jennifer Amarachi
Human Mobile Devices, a major European mobile phone innovator, has announced a three-year cooperation with Spanish football powerhouse FC Barcelona.
The arrangement, announced on Thursday, establishes HMD as a global partner and FC Barcelona’s official mobile phone partner.
This strategic cooperation intends to raise HMD’s brand awareness despite being less than a decade old, the business has quickly emerged as one of Europe’s leading smartphone manufacturers.
The agreement will capitalize on digital advertising potential at Barcelona’s Olympic Stadium and, eventually, the famed Spotify Camp Nou.
HMD’s Global Chief Marketing Officer, Lars Silberbauer, announced a collaboration with FC Barcelona’s basketball, futsal, handball, and roller hockey teams, expanding the company’s presence in sports beyond stadiums.
HMD will gain significant exposure on FC Barcelona’s digital platforms, with a reach of 468 million, in the coming months and years.
“The club has always championed fresh thinking, beauty, and flair—values that resonate deeply with us at HMD. Just like FC Barcelona unites people through its ‘more than a club’ philosophy, we aim to connect people through our devices. As a long-time fan of the club, I’m thrilled that HMD is now a supporter too. We’re eager to collaborate with the club and its passionate fans to achieve amazing things together”.
The Vice President of FC Barcelona’s Marketing Area, Juli Guiu, said, “We are very proud to take a new step forward in our commercial strategy by incorporating HMD as a new Global Partner.
“We share a strong alignment in brand values—HMD’s commitment to responsible technology use and sustainability echoes our vision for the future. From today, HMD and Barça are two brands united in the present, with a keen eye on the future.”
To commemorate the relationship, a video released on HMD and FC Barcelona’s social media accounts shows Lamine Yamal’s hairdresser, Saul Peregrina, shaving the iconic FC Barcelona crest with the HMD logo on the back of Yamal’s head, indicating the start of this exciting collaboration.
FC Barcelona confirmed the move on its website Friday, saying, “The deal between Human Mobile Devices (HMD) and FC Barcelona is multi-year and includes rights of association to the men’s and women’s football teams, as well as the other professional sports sections.”
Among the advantages are
athletes’ access to create graphic and audiovisual content, as well as brand exposure on match days and internet channels.
“Human Mobile Devices (HMD) is a technology innovator and disruptor, the brand likes to do things differently. A human-first brand that develops products that enhance customers’ lives and connect them – in the right way. Putting sustainability first, as well as people, the company has been awarded a Platinum Ecovadis rating – the top score for a sought-after sustainability award – for its third consecutive year. Something no other phone manufacturer has achieved”.
