Elton John, the Academy Award-winning pop singer, will soon appear in the advertisements of Citibank.
The banking company announced Thursday an exclusive partnership with Mr. John that includes sponsorship of his upcoming world tour.
While there are no plans for Mr. John to serve as a spokesman for the bank, the agreement calls for him to appear in two "branding" Citibank commercials and one advertising his tour. The ads will be created by Young & Rubicam, Citibank's global advertising agency since August.
William Campbell, head of Citibank's global consumer bank, said the "historic" agreement is part of the company's effort to build its consumer brand around the world. Mr. John "has built an international reputation as someone with great concern for humanitarian issues."