The online retailer said it was “the perfect match” for the brand given the impressive sales of Take That products on the site, as well as Play.com’s ambition to target more female customers.
Take That added that the website also fitted well with the upcoming theme of the tour.
As part of the sponsorship, Play.com will host a series of exclusive short films, featuring edits of the live performances and footage from backstage – and offer music downloads for free.
Chief operating officer Stuart Rowe said the link-up with the tour, which starts on June 5, not only provided an opportunity to engage with loyal fans of the band, but also add value for existing customers.
“The band appeals to a broad family audience, of course most notably the female audience which is a key focus for us in 2009 and as we move towards Q4,” he added.
Play.com customers will be able to purchase exclusive formats of the new single ‘Said It All’ and also exclusively pre-order a Play.com version of the live tour DVD via www.play.com/takethat.
Play.com will be giving away tickets to the sold out tour through the site and its various social media channels, including general admission and VIP tickets, as well as ‘money-can’t-buy’ access to a pre-tour show, the band’s final dress rehearsal before opening night.
In advance of the tour, ticketholders will receive a 10 per cent discount on all Take That merchandise bought from Play.com, and credit card style discount cards, personalised to each of the tour dates, will be given out by promotional teams throughout the tour.
This month, Play.com launched its own credit card that aims to encourage loyalty by offering a reward scheme for customers.