Robbie signs for T-Mobile

by MediaWeek, Media Week 27-Jul-05, 17:37

Phone giant T-Mobile has signed a major deal with Robbie Williams to become the singer’s sponsorship partner for the next 18 months.

The deal will include sponsorship of live performances and mobile music coverage to coincide with the next stage of the former-Take That star’s phenomenally successful solo career.

Most significantly will be the inclusion of live streaming to mobile phones from concerts and full-track downloads.

T-Mobile will also provide opportunities for fans to “get close to Robbie” through a series of promotions such as tickets, hospitality, backstage tours and after-show parties.

Phil Chapman, UK marketing director for T-Mobile, said: “Partnering with a global star such as Robbie Williams while creating a unique experience for his fans, truly demonstrates our commitment to strengthening the relationship between music and mobile technology.

“Our goal is to make mobile music accessible, exclusive and enjoyable, which is why partnering with the biggest artist in Europe is a great fit.”

By Kevin May