HTC has replaced Sony as the official mobile and tablet sponsor of the UEFA Champions League football competition with a three-year deal that begins in the New Year.
HTC are fast positioning themselves as a unique brand, competing with both Apple and Samsung in the mobile market and vastly increasing their exposure with this tie-in with European football's governing body. The HTC logo will now appear on television broadcasts, photographers' jackets, and produce official content features available through the Google Play store.


As reported by Marketing Magazine:
The sponsorship deal begins on 1 January 2013 and will run until the end of the 2014/2015 football season. It will also include the UEFA Super Cup final in 2013 and 2014, and the UEFA Women’s Champions League Final in 2013, 2014 and 2015.
The Champions League competition boast a variety of premier sponsors including Heineken, MasterCard, Ford and Gazprom. Sony, a longtime sponsor of the competition, will continue to tie with the brand through its PlayStation brand, part of its Computer Entertainment Europe division.

Peter Chou, CEO of HTC, said: "Football elicits so much passion around the world and we are excited to partner with one of the leading sporting brands in the world. We’ll be working closely with UEFA to offer football experiences to all fans in addition to providing a richer overall mobile experience."

"I am pleased to welcome HTC to the UEFA Champions League and the UEFA Europa League family," said UEFA General Secretary Gianni Infantino. "Through this partnership, UEFA and HTC will promote European club football to a global audience and bring new opportunities for our fans to engage with the competitions.We value the support and commitment of HTC and anticipate that their involvement with these competitions will increase the profile of their brand on a global scale."