European StubHub rival Viagogo, which allows concert goers to buy and sell tickets, has done a deal with Warner Music Group. A legal, UK-based marketplace for “secondary’ tickets, Viagogo will retail tickets and give fans additional downloads, including ringtones and videos, for bands whose gig tickets they buy. Reuters: “The company said the deal marked the first time a major music label had partnered with a secondary ticketing company and said it would allow Warner to tap into the cash stream and marketing information of fans provided by the secondary ticket deals.”

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The deal is expected to go live in the UK and Germany, with more music partnerships to come, Viagogo said. The company last month partnered with Lastminute.com to deliver a branded secondary ticket exchange for holidays and such like. Although eBay is rife with tickets, often at inflated prices, the likes of Viagogo claim to provide a guaranteed mechanism for buyers and sellers to trade. As part of the WMG deal, a small number of tickets to showcase events bands put on for industry folk may also become available via the site. Viagogo was started by StubHub founder Eric H. Baker; board members include Lastminute.com founder Brent Hoberman and former Yahoo and CBS exec David Katz.