Seattle Seahawks cornerback Richard Sherman is going to have a big weekend because he’s competing in Super Bowl 49, but the all-star player is making big news ahead of the Big Game as well.

T-Mobile and Richard Sherman have formed a partnership that’ll see Sherman appearing in T-Mobile print, digital, and out-of-home advertising. The tie-up will start this week, with three huge T-Mobile and Richard Sherman-branded shuttle buses that’ll offer free rides to fans between “key locations” related to Super Bowl 49.

The deal between T-Mobile and Sherman will continue through the Seattle Seahawks’ next full season. In addition to print, digital, and out-of-home advertising, T-Mobile and Sherman will work together on social media campaigns.

Richard Sherman is one of the most popular players in the NFL today not only because he’s one of the best in the game, but also because he’s intelligent and outspoken. That image fits well with T-Mobile and its CEO John Legere, no? Plus, Sherman plays for the Seattle Seahawks, and T-Mobile USA is based in Bellevue, which is just a hop, skip, and a jump away from Seattle. Sounds like a great partnership to me.

Source: T-Mobile