Over the past few days, several leaks about the HTC M7 flagship reported that the smartphone will be actually be sold under the name of HTC One. It's a simple name and not all people were convinced that this will be actually it. There is no room for doubt anymore because the brand has been officially confirmed.

Luckily I'm a football enthusiast and watched the match between Celtic Glasgow and Juventus Torino, last night, in the UEFA Champions League. The HTC Product name was featured on the billboard on the side of the pitch (as you can see in the image above).

The match took place in Scotland, Glasgow to be exact. I must admit that from that moment I was paying more attention to the billboard than to the actual game. The HTC One ad was definitely referring to the so-called HTC M7, the next high-end device that the Taiwanese company is about to launch. However, I wasn't expecting an announcement of this sort.

Actually, HTC has reached to an agreement with UEFA that puts the mobile company in the position of being the official mobile phone and tablet of two major European football competitions namely the UEFA Champions League and the UEFA Europa League. We are talking about a partnership deal for three years which will last until 2014, which also include the UEFA Super Cup, the UEFA Futsal Cup finals and the UEFA Women's Champions League final.

The reason why HTC already begun advertising the HTC One is not clear. Maybe, the company wants to get potential customers excited about the new smartphone, or maybe it wants to get ahead of the competition namely the Sony Xperia Z and the Samsung Galaxy S4.

The company will hold a public announcement next week, and we expect the HTC One (aka HTC M7) to be unveiled. There is more, HTC took the decision to create more fuss around the HTC One, and posted a teaser on the company's official Twitter account.

The HTC press event will take place on February 19th, and a lot of rumors say that the HTC M7 will be presented then. If that happens we will be among the first to tell you about it.

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