Sole, exclusive international head sponsor and lead brand for next 18 months Sony Ericsson devices offering embedded Robbie Williams content including their Walkman series Unique access to Robbie Williams through special gigs, appearances, live-streaming and mobile content

29th July 2005 - T-Mobile announces today a long-term partnership with rock icon Robbie Williams which will stretch over the next 18-months and will include exclusive mobile music offerings, tour activities and international advertising campaigns to bring subscribing fans closer to Europe’s number one artist than ever before.

The T-Mobile partnership with Robbie Williams will combine exclusive mobile content such as concert live-streaming and full-track downloads with opportunities to get close to Robbie himself through VIP tickets and hospitality, backstage tours and after show parties. T-Mobile customers can look forward to must-have Robbie Williams ringtones, Realtones, wallpaper and logos. Another element to the partnership will be international television advertising campaigns in T-Mobile European markets.

A household name in Europe with chart-busting hits such as "Angels", "Millennium" and "Rock DJ", Robbie Williams’ albums have sold to more than 51 million fans across the globe. Robbie’s last concert tour in 2003 was attended by over 1.6 million people and his recent triumphant return to the stage at Live 8 in London was considered the show’s highlight. He holds a record breaking 15 BRIT awards and was voted "Best British Pop/Rock Male Artist" by the 2003 World Music Awards. Through the partnership, T-Mobile customers will have the chance to hear truly exclusive content.

As the music industry evolves to fit the advances in mobile technology, partnerships between artists and mobile operators are becoming more common. The relationship between T-Mobile and Robbie Williams proves to be unique because it is the first partnership between a mobile operator and a music artist for such a length of time and to include such a broad range of activities and mobile music offerings for customers.

“The future is music by mobile - T-Mobile is making it happen today”, comments Robbie Williams.

"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 partnership will use new technology such as live-streaming and full track downloads to bring fans closer to Robbie’s music while enhancing their overall mobile music experience," said Ulli Gritzuhn, Chief Marketing Officer, T-Mobile International. "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. 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 will also incorporate mobile devices from Sony Ericsson. Some of these devices will come with embedded Robbie Williams content such as unreleased tracks and the offer of a free download.

T-Mobile customers will soon be able to take advantage of new services such as full track downloads, which will launch in some markets in the next coming months. The partnership with Robbie Williams will enable T-Mobile to reach core target audiences that are important to growing the company’s overall market presence. All mobile music content offered will give subscribing fans the chance to hear and see their favorite artist in a new and exciting way - and to be the first.

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