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(Flickr Photo by Sea Turtle).

The Space Needle will light up in T-Mobile’s signature magenta this New Years Eve before the annual midnight fireworks display.

That’s because the Bellevue, Wash.-based wireless carrier is sponsoring the show for the fourth year running.

This year’s pyrotechnics display has been extended to 10 minutes, the longest show ever held at the Space Needle.

T-Mobile CEO John Legere.

“I’m proud to get behind this awesome event in our hometown to help put on the biggest fireworks show ever at the Needle,” T-Mobile CEO John Legere said in a press release. “What a fantastic way to say Happy New Year and welcome 2017!”

The show will be designed and coordinated by fireworks company Pyro Spectaculars. The Space Needle will be illuminated with fireworks from top to bottom, according to T-Mobile.

The company is planning free giveaways for the crowd that gathers at Seattle Center to watch the pyrotechnic display.

T-Mobile’s New Years at the Needle show will begin at 11:59 p.m. Several songs from the late David Bowie and Prince are planned during the show, as well as one by the Seattle group ODESZA.

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