Human Mobile Devices (HMD) Becomes Global Partner of FC Barcelona in Landmark Three-Year Deal

Technology

Human Mobile Devices (HMD) Becomes Global Partner of FC Barcelona in Landmark Three-Year Deal

Human Mobile Devices (HMD), a leading European mobile phone innovator, has announced a significant partnership with FC Barcelona, becoming the club’s Global Partner and Official Mobile Phone Partner. The initial three-year deal will support FC Barcelona’s various teams, including football, basketball, futsal, handball, and roller hockey, and extend its reach across the Middle East.

The partnership was unveiled through a unique fan-led video shared across HMD and FC Barcelona's social media platforms. In the video, renowned hairdresser Saul Peregrina, who has previously styled La Masia graduate Lamine Yamal, shaves the FC Barcelona crest alongside the HMD logo into a fan's hair, symbolizing the new collaboration. The intricate artwork took two hours to complete and marked the beginning of what is expected to be an exciting partnership.

HMD, which has rapidly grown to become Europe’s largest smartphone manufacturer in under a decade, aims to leverage this partnership to enhance its global presence, particularly in the Middle East, where football and FC Barcelona enjoy immense popularity. Sanmeet Singh Kochhar, Vice President of HMD in the AMEA Region, expressed enthusiasm about the partnership, highlighting its potential to bring Middle Eastern fans closer to FC Barcelona.

Lars Silberbauer, Global Chief Marketing Officer at HMD, shared his excitement, stating, “FC Barcelona is synonymous with creativity and innovation in sport, values that align perfectly with our approach to technology. We’re thrilled to partner with a club that shares our commitment to enhancing lives and building connectivity. As a long-time Barça fan, I’m particularly proud to see HMD join the ranks of FC Barcelona supporters.”

The partnership will also see HMD feature prominently across FC Barcelona’s extensive digital platforms, which boast a following of 468 million. Over the coming years, HMD and FC Barcelona will collaborate on innovative digital-first content designed to engage fans and maintain high visibility for the partnership.

Juli Guiu, Vice President of the FC Barcelona Marketing Area, welcomed the partnership, noting the alignment between the two brands’ values. “HMD shares our commitment to transparency, responsibility, and the welfare of future generations. This partnership represents a step forward in our commercial strategy, and we’re excited to walk this path together, looking toward a bright future.”