Shakira dazzled crowds on Wednesday night with a free concert at Bryant Square Park in New York City, where she announced a fresh collaboration with T-Mobile.

T-Mobile is set to support upcoming album releases by the popular Colombian singer, Shakira, and collaborate with her foundation, ‘Pies Descalzos’ (translated as ‘Barefeet’), to develop educational projects in Latin America.

In a trend where celebrities like Jay-Z and Alicia Keys are endorsing brands such as Samsung and Blackberry, mobile service providers are now in a race to partner with famous personalities for their marketing endeavors.

T-Mobile is optimistic that Shakira’s global appeal and multicultural influence make her the perfect match for their new Simple Global service. This service offers T-Mobile customers free internet and messaging in over 100 countries, along with international calling at a rate of $0.20 per minute.

It is likely that the wireless company, who has expressed their commitment to collaborating with Shakira on future creative and promotional ventures, will soon be unveiling exclusive musical content for its customers. This strategy is reminiscent of Samsung’s release of the Jay-Z Magna Carta, Holy Grail album to their users for free last summer, prior to its public release. T-Mobile has also revealed that they will be supporting upcoming initiatives with Shakira’s ‘Pies Descalzos’ Foundation as part of their new sponsorship agreement. This foundation is dedicated to constructing schools in rural Latin America and has already provided education to more than 5,000 children in Colombia.