Phone company T-Mobile have announced a new partnership with Robbie Williams which will see the mobile firm offer its subscribers with a range of Robbie related content, including ringtones, full track downloads, live streaming and ticket giveaways. As part of the partnership T-Mobile will also launch a special phone with Sony Ericsson which will come with Robbie tracks and content preloaded.
The relationship, which will launch with a pan-European TV advertising campaign, is expected to last at least 18 months. The company's marketing boss Ulli Gritzuhn told reporters: "We look forward to having Robbie be an ambassador for the T-Mobile brand and the opportunity for delivering more ways for our customers to enjoy mobile music with one of their favorite artists".
The partnership is part of T-Mobile's increasingly proactive music marketing programme, they, like all of the major mobile networks, keen to grab a significant share of the mobile music market they hope is about to explode. In the US, T Mobile has sponsored tours by the likes of Snoop Dogg, Ciara, Simple Plan and Good Charlotte.