Britney Spears is fronting an ad campaign for EE to promote a tie-up with Apple Music.

The mobile operator is offering new and upgrading customers six months’ access to Apple Music, the first time the service has partnered with a mobile operator in the UK.

Spears will front a multimillion-pound ad campaign with the current face of EE, Kevin Bacon.

EE chief executive Marc Allera said they had chosen Spears for a recognisable and retro feel to the ad campaign.

“We were looking for an instantly recognisable star and track with mass appeal, that Kevin could impersonate,” he said.

“We also needed someone willing to embrace the playful nature of our ads and have a bit of fun. Britney was the perfect choice with her red rubber catsuit and her world famous Oops I did It Again track. Timing-wise it was perfect for her as her new album is about to be released.”

Spears is currently in the headlines as she promotes her new album Glory, appearing on James Corden’s Carpool Karaoke this week and poised to guest at the MTV VMAs for the first time in nine years on Sunday.

Tie-ups with media companies are increasingly important for mobile operators. EE also offers its customers access to content from BT Sport, which is owned by the operator’s parent company BT.

Rival Vodafone has similar deals offering customers access to Spotify and Sky Sports.