Spanish star Alejandro Sanz has forged an extensive sponsorship agreement with Verizon Wireless. The deal, which sources say is valued at millions of dollars, includes TV, radio, Internet and print ad

Spanish star Alejandro Sanz has forged an extensive sponsorship agreement with Verizon Wireless. The deal, which sources say is valued at millions of dollars, includes TV, radio, Internet and print advertising to promote Sanz's current album, "No Es Lo Mismo" (Warner Music Latina). As part of the arrangement, the wireless giant will sponsor Sanz's 2004 U.S. tour and is offering his music--including five exclusive tracks--for download as ringtones.

"It's not just a sponsorship or an endorsement deal," says Allison Winkler of Creative Artists Agency, which represents Sanz in the U.S. "It is Alejandro Sanz across all platforms."

Verizon Wireless has previously sponsored Lollapallooza and a tour by 'N Sync, but the Sanz deal is its most comprehensive sponsorship ever. A spokesperson says the company has targeted Latin consumers in the U.S. at a local level, "but this is the first time we've done it on a national basis, and the timing is right."

Although dates have not been finalized, Sanz is expected to play 15-20 cities starting in late April, in what will be his most extensive U.S. tour to date.
While Verizon Wireless has yet to officially announce the Sanz deal, it actually went into place in October with TV and Internet ads promoting his album and the first single, the title track.

A second phase of the campaign kicks off this month for second single "Regalame la Silla."