He’s on the verge of unveiling his seventh studio album, but one doesn’t need to check a list of upcoming releases to know that – not when social media and a canny knack for self-promotion has already helped Ed Sheeran bank an estimated £300million fortune.

The singer-songwriter has a habit of popping up in all the right places, just ask the bemused bride and groom who could only gape as Sheeran brazenly gatecrashed their wedding this week.

Armed with an acoustic guitar, the British star was on hand to serenade them as they exchanged vows at the iconic Little White Chapel in Las Vegas, a venue famous for its Elvis Presley themed marriage ceremonies.

But there were no Elvis tunes playing on Sheeran’s watch, with the star opting instead to perform the comparatively unfamiliar opening track from new album Autumn Variations – less than three weeks before its general release on September 29.

The startling coincidence wasn’t lost on those of a more cynical disposition, but it’s not the first time Sheeran has used affability, approachability and relatability to his considerable advantage while plugging his music.

Read on for a comprehensive list of his numerous promotional appearances and sponsorship deals!

Surprise: Ed Sheeran made a newly married couple’s dream come true by gatecrashing their wedding ceremony and serenading them with a song from his new album

Ed Sheeran leaves bride and groom speechless after crashing wedding

Stunned: The singer-songwriter made an unexpected appearance at the legendary Little White Chapel in Las Vegas – where a young couple were in the process of exchanging vows

In good company: The British star was accompanied by four backing vocalists as they made their way into the small church

THE PR STUNTS  

On August 25, shortly after announcing his new album, Sheeran pulled on a green apron for a surprise appearance at a Starbucks coffee shop in Seattle.

Those hoping for a caffeine fix got more than they bargained for after the singer signed in for a shift as a barista at the venue, where he served up ‘spiced’ pumpkin lattes in accordance with the LP’s autumnal theme.

But Sheeran’s appearance sparked division in some quarters, with Starbucks Workers United tweeting: ‘Ed Sheeran working a shift at a Starbucks store in Seattle that faced massive union-busting is straight up embarrassing.

‘Not to mention almost every ‘worker’ you see in that photo wearing a green apron is management, not baristas. AND, meanwhile, workers at the Starbucks store down the street were drowning because they were grossly understaffed due to hour cuts.’

Sheeran had already worked on his customer service skills having previously taken orders at The Wieners Circle fast food restaurant in Chicago.

I’ll have a ginger nut latte please: On August 25, shortly after announcing his new album, Sheeran pulled on a green apron for a surprise appearance at a Starbucks in Seattle

Not happy: But his appearance sparked division in some quarters, with Starbucks Workers United posting a furious tweet

There you go: Sheeran flashed a smile as he handed out coffees during the promotional stint

Promoting his appearance in July, the hotdog chain tweeted that Sheeran was their ‘newest trainee.’

They wrote: ‘@edsheeran⁩ has a lot to learn, he’s way too proper and friendly.’

Later that evening, the four-time Grammy winner went on to complete the latest stop on his Mathematics Tour in the city.

Days after his appearance in Chicago, Sheeran popped up at Minnesota’s Mall of America, where he served customers at a LEGO store.

He wore a staff apron and T-shirt, signed products, handed out gifts and took photos with fans – before playing a version of his hit single LEGO House.

Sheeran also revealed a new LEGO figurine, which sported red hair and a T-shirt with the words ‘Autumn is Coming’ emblazoned across it – an obvious reference to the title of his forthcoming album.

Experts have since told MailOnline that celebrities making similar endorsements could earn up to £2million.

The hot dogs are on me: Sheeran had already worked on his customer service skills having taken orders at The Wieners Circle restaurant in Chicago in July

Introducing Ed: Promoting his appearance in July, the hotdog chain tweeted that Sheeran was their ‘newest trainee’

Ed Sheeran gives away hot dogs to fans at iconic counter in Chicago

Here to help: Sheeran became a ‘brick specialist’ for the day at a LEGO store in Minnesota

Surprise: Sheeran revealed a new LEGO figurine which sported red hair and a t-shirt with the words ‘Autumn is Coming’ written across it – his new album is called Autumn Variations

Remember this: Sheeran has form with the brand, having previously performed backstage at LEGOLAND in 2013 (pictured)

In May Sheeran tried his hand at bartending during a pop-up appearance at SweetWater Brewery in Atlanta, ahead of his concert in the city.

Addressing Instagram followers, he said: ‘So I’m in Atlanta, and I’ve been told there are some breweries that are good in Atlanta so I’m going to go to this brewery, serve some beers, play a gig and then buy everyone in the beer garden drinks. Beers on me.’

Sheeran was later seen pouring pints for stunned locals before making his way onto the stage, where the multi-millionaire informed fans the drinks were on him – for one hour only.

The pop-up was another opportunity for self-promotion, with the singer performing his acoustic track Eyes Closed, released just weeks earlier as the lead single from his fifth studio album, Subtract.

That same month Sheeran delighted fans in West Hollywood by performing another free show, this time aboard a StarLine City tourist bus.

After hitting the makeshift stage, the singer took time to greet his adoring fans and pose for photos.

Promoting the surprise performance on Instagram, he wrote: ‘LA pop up. I got the address wrong. 8483 Melrose Avenue West Hollywood, CA 90069. See you around 11:30am.’

Cheers! In May Sheeran tried his hand at bartending during a pop-up appearance at SweetWater Brewery in Atlanta, ahead of his concert in the city

Ed Sheeran delights fans by saying ‘beers on me’ as he sings a song

New tune: The pop-up was an opportunity for the singer to promote the track Eyes Closed, released just weeks earlier as the lead single from his fifth studio album, Subtract

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Me again: That same month Sheeran delighted fans in West Hollywood by performing another free show, this time aboard a StarLine City tourist bus

Pop-up: Sheeran delighted fans in West Hollywood as he performed the free show in May

In 2015 the singer delighted a bride and groom with an appearance that mirrored his most recent, this time further afield on Australia’s east coast.

Sheeran was on hand to perform during their first dance in Sydney, arranged by popular KIIS FM DJ’s Kyle Sandilands and Jackie O’ Henderson.

Taking to Instagram following the performance, he shared a snap with beaming newlyweds Kya and Matt Debono and their children.

Curiously, the appearance coincided with Sheeran’s promotional campaign for second studio album X and its stream of singles, among them Thinking Out Loud – the very song he performed for the newly married couple.

Previously: Sheeran has considerable form as a wedding crasher, having previously made an unexpected appearance at a 2015 wedding in Australia (pictured)

Say cheese: Sheeran shared a snap with beaming newlyweds Kya and Matt Debono and their children, as well as KIIS FM hosts Kyle Sandilands and Jackie O’ Henderson

Coincidence: The appearance coincided with Sheeran’s promotion for second studio album X and its stream of singles, among them Thinking Out Loud – the song he performed on the day

THE BRAND ENDORESEMENTS

Sheeran has been working recently on projects with brands from Peloton to Honest Burgers, and American Express to Heinz.

Experts said it was important for him to protect ‘the Sheeran brand’ and avoid deals which would ‘detract’ from his music.

Speaking about this range of tie-ups, PR expert Sean O’Meara, managing director of Manchester-based agency Essential Content, told MailOnline today: ‘Ed will be an attractive ambassador for a range of brands across a range of sectors. I can’t think of many people who are an equally good fit for Heinz Ketchup and American Express.

‘He’s got a signature blend of appealing qualities; people perceive him as relatable and authentic, he’s atypical of the male pop star archetype – and leans very much into that – which broadens appeal further, and – so far – he’s managed to navigate more than ten years at the top of his game without even a hint of a scandal.

‘In fact, he came out of his recent copyright legal battle with Marvin Gaye’s estate looking quite statesmanlike, as an advocate for all artists.’

All yours: Sheeran has worked on a deal with Honest Burgers with his new hot sauce brand Tingly Ted’s

Ed Sheeran hilariously riffs his own music in parody film Sumotherhood

In April, Sheeran was cleared of copying Marvin Gaye’s classic song Let’s Get It On after a New York jury at the £80million trial ruled that he independently created his 2014 single Thinking Out Loud.

O’Meara added that Sheeran’s audience had ‘witnessed his evolution from scruffy boy next door to married man with kids’.

He continued: ‘And that really opens up the range of brand partnerships possibilities where he can add value. His authenticity is key.

‘It’s easy to picture the family man Ed Sheeran eating at Honest Burger, messing about with Lego and even using guided audio on a nature walk.

‘And we can equally picture the global megastar Ed Sheeran using American Express and partnering with Global Radio.

‘In terms of audience reach, he’s consistently in the elite tier of global pop stars, alongside Taylor Swift and Justin Bieber, so whether he’s helping to flog Lego or Peloton’s latest app, there’s a guarantee of visibility for the brands.’