Designer Tommy Hilfiger’s Tommy Jeans line has been inked as the sponsor of Britney Spears’ upcoming headlining tour.
The sponsorship marks one of many music-related projects for the Gotham-based Hilfiger, which has designated 1999 “The Year of Music” for the multifaceted company.
The link was expected as Spears is currently featured in the Tommy Jeans “All Stars” advertising campaign that was launched in April.
The Jive Records songstress will be touring to support her debut, “Baby One More Time,” one of the bestselling albums of the year.
“My passion for music has always inspired my designs,” Hilfiger said. “Britney represents the spirit of Tommy Jeans and of youth today.”
Tommy Jeans will highlight its association with the tour through retail promotions with enter-to-win contests and radio promotions. Spears will also make personal appearances in select Tommy Jeans retail locations nationwide.
The tour kicks off June 28 in Pompano Beach, Fla., and will stop in 50 U.S. cities and 10 Canadian cities.