The cellphone companies’ “celebrity arms race” is escalating, and another major star just picked a side. The New York Post’s Page Six reports that Mark Wahlberg signed an eight-figure deal to be the new spokesperson for AT&T.

Wahlberg will also create original content for the mobile network.

“Wahlberg — whose deal is said to be above $10 million — comes after Taylor Swift signed a multiyear deal with the same network,” The Post reports.

Wahlberg and Swift are now aligned against the Verizon all-stars Jamie Foxx and Ricky Gervais, along with T-Mobile’s celebrity stable of Justin Bieber, Rob Gronkowski and Ariana Grande, the report notes.

“AT&T said last year it plans to double down on original programming after snapping up DirecTV for $48.5 billion in 2015,” The Post adds. “AT&T Entertainment Group CEO John Stankey believes the original content will make it stand out from cable and wireless rivals. It also took a 43.4 percent stake in Otter Media, led by former Fox executive Peter Chernin.”