Campaign will highlight the emoticon brand in print and digital activities worldwide.

Warner Music U.K. and The Smiley Company have joined forces to incorporate Smiley in several marketing activities to support Ed Sheeran’s new album “Divide.”

The worldwide promotion will include Smiley branding across out of home, print and digital campaigns to promote the album.

“Divide” was released earlier this month.

“This global deal yet again highlights the deep-rooted connection Smiley has with music today and our strategy to continuously partner with the best artists, record labels, clubs and music festivals,” says Nicolas Loufrani, chief executive officer, Smiley. “We are delighted to announce Warner Music U.K. will join our roster of world-class partners in this our anniversary year.”