Gary Barlow has partnered with P&O Cruises to "fuse music with amazing travel experiences" for guests in 2020.
The Take That star will be unveiled as a new brand ambassador for the line at St Luke’s London Symphony Orchestra tonight (15 January) during a media launch.
The news comes as P&O prepares to welcome its latest vessel Iona, being billed the largest ship ever built for the UK market, in May.
Barlow, who has written 15 UK number one singles, won six Ivor Novello Awards and sold more than 45 million records, told fans on Instagram he would be going onboard Iona as the ship’s "musical director".
He is the latest celebrity to partner with P&O following its work with chef Marco Pierre White, patissier Eric Lanlard and wine expert Olly Smith.
Aside from his achievements with Take That, Barlow has also co-written and produced music for artists including Dame Shirley Bassey, Sir Elton John and Robbie Williams as well as recently working in musical theatre.
P&O Cruises president Paul Ludlow, said: "We are immensely proud to have someone of Gary’s stature and talent working with us as brand ambassador, and we look forward to revealing more exciting details on Gary’s role very soon."