The three year deal commences in January 2013, and replaces Sony Mobile who have been a sponsor of the UEFA competitions since 2009. Sony will remain associated with the competition thanks to the PlayStation brand.
According to HTC, the agreement will allow them to offer 'surprising football experiences' to fans across Europe, through creative content and utilising its latest technologies.
The deal will also see HTC associated with other major UEFA competitions, including the UEFA Super Cup, the UEFA Women's Champions League plus the UEFA Futsal Cup Finals.
UEFA General Secretary Gianni Infantino said: “I am pleased to welcome HTC to the UEFA Champion's League and the UEFA Europa League family. 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. This partnership combines HTC’s tradition of working with global leaders in the world of music, imaging, design and sport with the interests and cultural passion points of consumers around the world.”
As a result of the deal, HTC will be able to offer customers access to match tickets, and exclusive content, which can be accessed via HTC smartphones and Tablet devices. HTC will also see their logo shown on broadcasting credits, on the UEFA website and on the official UEFA photographers jackets.
Peter Chou, CEO of HTC Corporation, said: “Football elicits so much passion around the world, so we are very excited to be able to enhance fans' ability to enjoy two of the game's biggest club competitions. We will be working closely with UEFA to offer surprising football experiences to all football fans, and to provide a richer overall mobile experience.”
The deal follows a number of high profile sponsorship agreements involving HTC. The company has an ongoing sponsorship with the MOBO music awards, and also sponsored the singer Rihanna's 777 World Tour.