In an effort to counter its recent struggles in the European market, handset manufacturer Sony Ericsson has signed R&B star Usher to promote its Walkman phone range, Marketing Week reports.

Usher will appear in the company’s marketing from next month, and will specifically be used to promote its upcoming W350 and W980 models.

Sony Ericsson has also secured headline sponsorship rights for the singer’s European tour, whilst customers will also have access to exclusive Usher content.

"Working with an artist such as Usher is an ideal fit for us,” Sony Ericsson music marketing manager John Bernard stated. “Here we are at the start of an electrifying launch campaign, poised to deliver a totally 360 degree experience for all consumers and Usher fans alike."