German and European Football (for the U.S. readers - Soccer) and telecommunication seems to somehow fit. Sony (Ericsson) was once the premium partner of the UEFA and therefore the sponsor of the UEFA Champions League, which HTC became the sponsor of after, including the Europa League. Samsung is one of the few premium sponsors of FC Bayern München who's tricot partner is Deutsche Telekom; and today Huawei announced it will become a "Champion Partner" of Borussia Dortmund, Germany's second best football team (after FC Bayern München). While neither Huawei nor the BVB have unveiled full details, the long-term cooperation is said to include both Huawei areas, the consumer and the enterprise division.
The features and content of this new partnership will be announced on separate press conference next month! Until then, we only know that Huawei spent some marketing Euros and Borussia Dortmund has some extra money to enhance its squad, or pay back some of its liabilities. In any case the deal isn't bad for Huawei since Borussia Dortmund is also this season playing Champions League which means Huawei can also use its "champion partnership" for international activates.
Cheers ~ Arne