Under the deal Vodafone customers will earn 2 nectar points for every pound they spend. Monthly subscribers will receive points based on the total cost calls, data and charges when they receive their bills. Other users will receive points when they buy airtime and top up accounts. Customers will also be able to collect points from purchases at Vodafone stores.

The mobile phone operator joins drinks company First Quench and childrenswear retailer Adams in signing up to the rewards programme. They join founder sponsors Sainsburys, Debenhams, BP and Barclaycard who backed the launch of the scheme - the largest in the UK - last September.

Loyalty Management UK, the organisation that manages the scheme says the new companies could add 3 million cardholders to the programme.

Keith Mills, chairman, Loyalty Management UK, says: "Adding three new leading UK brands to our portfolio means that we will have even more to offer key audience segments, especially men and the younger end of the market."

He adds that the new signings will more than double the number of outlets where collectors can earn points.