Live Nation has partnered with e-commerce firm Rakuten to offer new members rewards and exclusive ticket offers to concerts.

The deal will provide various promotional and digital marketing activations across Live Nation and Rakuten online channels.

The Japanese firm allows users to earn cash back on almost everything they buy, and has paid more than $1.5bn in cash back on purchases from more than 3,500 retailers and online services in the past 20 years, making it the largest loyalty program of its kind.

Under the agreement, new loyalty members will earn a $50 Ticketmaster Ticket Cash code following their first qualifying purchase. The Ticket Cash code can be redeemed towards select events available on Ticketmaster, including Live Nation concerts, sporting events, theatre and more.

“We’re on a mission to deliver new and rewarding experiences to our members, and this collaboration with Live Nation is a big milestone,” said Amit Patel, chief executive of Rakuten Americas and Rakuten Rewards. “Joining the ranks of Live Nation’s partners demonstrates the immense value we provide to consumers.”

Russell Wallach, global president, media & sponsorship Live Nation, added: “Rakuten’s core principals resonate closely with our mission to create excitement through live events. We look forward to collaborating with their team to produce unique and engaging experiences for music fans across the country.”