Telecommunications company O2 has continued its growth in the live entertainment industry through a partnership with German ticketing firm CTS Eventim.

The multi-year partnership is exclusively based in the German market, though O2, which is the core brand of German telecommunications company Telefónica Deutschland, also has a long-term partnership with AEG in the UK.

Under the agreement, customers will gain access to exclusive pre-sales, free streaming and a brand experience at Eventim-promoted events.

O2 will also use Eventim Brand Connect media channels, including newsletters, display ads, banner advertising and social media pages to broadcast its message.

The collaboration is probably the biggest branding partnership in the German live entertainment industry, according to Frithjof Pils, vice-president live entertainment and international growth and managing director of Eventim Brand Connect. He added: “It will generate trailblazing B2B and B2C product innovations, while also highlighting the value that Eventim’s assets can create for major brands.”

Klaus-Peter Schulenberg, chief executive of Eventim, said: “By forging this new partnership between CTS Eventim and O2, we are entering into a long-term strategic partnership. It is a prime example of how we can create great products and unique value for our partners and customers with our combination of many years’ experience in the live events business and our ticketing operations.”

The deal is the latest move for O2 into the live industry, following its agreement with virtual reality firm MelodyVR in October. It is also the naming rights partners of most UK venues operated by Academy Music Group, including London’s 20,000-capacity O2 Arena, the O2 Academy Brixton, O2 Shepherd’s Bush Empire and O2 Forum Kentish Town.