Human Mobile Devices (HMD) has launched a new partnership with FC Barcelona, marking a significant step in the club’s advertising strategy.

As part of the collaboration, FC Barcelona and HMD released a social media video showcasing Lamine Yamal’s hairdresser, Saul Peregrina, meticulously shaving the iconic FC Barcelona crest alongside the HMD logo into a fan’s hair.

This intricate artwork, which took two hours to complete, also offered a sneak peek of HMD’s upcoming smartphone, the HMD Skyline in Blue Topaz.

The partnership, which designates HMD as a Global Partner and Official Mobile Phone Partner of FC Barcelona, will significantly raise the brand’s visibility, the company claimed.

MD’s presence will be highlighted through digital advertising at the Olympic Stadium and later at the Spotify Camp Nou when it reopens.

The collaboration will also extend to FC Barcelona’s basketball, futsal, handball and roller hockey teams.

HMD Global CMO, Lars Silberbauer, 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.

“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. I’m still a fan, and pleased to announce HMD as a supporter too. We can’t wait to work with the club, and the culers, to do some amazing things together.”

Additionally, HMD will also have a strong presence on FC Barcelona’s digital platforms, which boast an audience of over 468 million followers.

Juli Guiu, Vice-President of FC Barcelona’s Marketing Area, added: “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 very 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.”