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Sam Fender 'lands huge deal to be the face of an iconic sports brand' as he prepares to kick off UK stadium tour
Sam Fender has singed a huge brand deal with Adidas to help promote their products while on his People Watching tour.
Sam has finished a recent run of tour dates across Europe and headline BBC Radio 1's Big Weekend last week before taking a short break ahead of hitting stadiums in the UK in June. It comes after the Seventeen Going Under hitmaker swore live on stage at BBC Radio 1's Big Weekend Show on Saturday, before his long-awaited headline set was hit by technical difficulties. A source at Big Weekend told MailOnline: 'Ed came on as a surprise guest kicking off the opening act on Saturday lunchtime, I've never seen festival goers swarm a stage so quickly.
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