Robbie Williams’ commercial partnerships span tour sponsorships, advertising campaigns and brand endorsements. They reflect both his global popularity and a long-running willingness to engage with brands in varied and evolving ways.
His sponsorship deals have included major tour partnerships with companies such as Pepsi, Epson, Smart, Xbox and Felix. Alongside these were high-profile television, print and online adverts for brands including Volkswagen, Nikon, Samsung and Café Royal, where his public persona played a central role.
Williams has also taken part in technology-led and digital partnerships. These included work with Xbox and T-Mobile on early direct-to-fan content, downloads and mobile experiences, as the music industry began to shift online.
More recent brand collaborations, such as his work with WW and Purina’s Felix, point to a move towards lifestyle, wellbeing and character-driven advertising. Together, these deals show how his sponsorships and advertising campaigns have developed alongside changes in media, technology and audience engagement over more than two decades.
A design collaboration with Stoke-on-Trent ceramics brand 1882 Ltd, through which Robbie Williams applied his visual art to contemporary ceramic forms. The partnership linked his artwork with British craft heritage and limited-edition design pieces.
Felix became headline sponsor of Robbie Williams’ European tour, carrying the brand from screen to stage. Prominent tour branding and fan-facing promotions tied Felix closely to his live shows, marking it as one of his most significant modern commercial partnerships.
Robbie Williams became an investor and public supporter of non-alcoholic beer brand Heaps Normal, reflecting his advocacy for sobriety and mental wellbeing alongside a growing lifestyle drinks market.