In a monumental announcement, HMD has become the official smartphone partner of FC Barcelona, supporting both the men’s and women’s teams, including Barcelona Femeni. The three-year deal will see HMD’s smartphones advertised at FC Barcelona’s current home at the Olympic Stadium and later at the newly renovated Camp Nou. This partnership marks an exciting collaboration for both the brand and the legendary football club, further bridging the gap between technology and sports.
This new partnership extends beyond football, with HMD also sponsoring Barcelona’s basketball, futsal, handball, and roller hockey teams. As FC Barcelona’s official smartphone partner, HMD is expected to provide cutting-edge mobile technology to enhance fan engagement across multiple sports.
The announcement was made in a unique and creative way by Saul Peregrina, the hairdresser of Lamine Yamal, FC Barcelona’s 17-year-old rising star. In a clever reveal, Peregrina etched the HMD logo next to Barcelona’s iconic crest on Yamal’s head, officially marking the beginning of the partnership.
The deal comes at a crucial time for FC Barcelona, as the club navigates through temporary relocation to the Olympic Stadium while its iconic Camp Nou undergoes renovations. During this period, HMD will be showcasing its smartphones on digital advertising panels at the stadium. Once the team returns to Camp Nou, the brand will continue its advertising efforts there.
In addition to physical advertising, HMD and FC Barcelona plan to collaborate on a range of digital-first content pieces designed to captivate and engage fans globally. This will be a critical part of the brand’s strategy to maintain high visibility and create a deeper connection with the club’s worldwide fanbase.
Before this partnership with HMD, FC Barcelona had a long-standing relationship with Oppo, another smartphone brand. Oppo released several FC Barcelona-themed devices, such as the F1 Plus and Reno 10x Zoom. While Oppo is now focused on partnering with UEFA for the Champions League, HMD steps in to take over as the smartphone brand of choice for the Spanish club.
This partnership presents a unique opportunity for HMD to further solidify its presence in the sports industry. With FC Barcelona’s global influence and HMD’s innovative technology, this collaboration is poised to set new standards for fan engagement and brand visibility.
