Robbie Williams has taken the $3 million Pepsi gave to him last year as part of an endorsement deal and founded the "Give It Sum" fund, which will provide aid and grants to such charities as UNICEF and Comic Relief.
Williams inked the global marketing deal with the soft drink company last October (see "Robbie Williams To Ask Cola Drinkers For More"), and has even contributed a new song, "United," that will be featured in the ad campaign, set to launch this summer.
"I've always wanted to set up a charitable trust." Williams said in a statement, "and when Pepsi came along, I thought that would be perfect, the way I'm 'asking for more' is to ask other people who can afford to give, to do so."
The former Take That singer has been involved with the British arm of Comic Relief for several years and has recorded exclusive songs and taped several TV sketches as part of the charity's annual Red Nose Day fundraising
event on the BBC.
Williams is also a goodwill ambassador for UNICEF, and recently toured areas of Mozambique on a fact-finding mission for the children's organization (see "Robbie Williams Makes UNICEF Visit To Mozambique").
As part of the launch of the "Give It Sum" fund, Williams is auctioning off signed T-shirts bearing the charity's logo through his official Web site. For more information on the auction, check out Williams' recently revamped site at www.robbiewilliams.com.
Williams' new solo album, his third, is due out later this year.