As part of the partnership, Samsung customers will be sent messages from the singer, behind the scenes footage and key moments from his tour through a bespoke app. Samsung's brand will be advertised across the tour, from digital and point of sale materials to venue and digital branding. The manufacturer will also have access to signed merchandise and Williams' social media fanbase. The deal follows the manufacturer's partnership with The X Factor, which was signed last week. Samsung also sponsored Take That's Progress Live tour in 2011.