A cellular telephone or other wireless communications device supports association with a third party sponsor other than a network operator. The device establishes default user interface settings for the user interface consistent with association with the network operator. The device then determines a desired association with one or more third party sponsors. Based upon the desired association, the device retrieve third party sponsor settings. The device then alters its user interface settings based upon the third party sponsor settings, wherein the altered user interface settings differ from the default user interface settings. The device then communicates with a third party sponsor server computer via the communications interface to exchange information relating to operation of the cellular telephone. Multiple third party sponsors could share access to the user interface. The third party sponsor may be a business, a group of individuals, or another entity.