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GO.com Makes Marketing Deal with Pets.com, Takes Stake

GO.com, the Internet arm of the Walt Disney Co., Thursday agreed to give pet supplies e-tailer Pets.com promotion on its network, as well as marketing on ABC, in exchange for a stake in the start-up.

"This agreement is a significant extension of our current marketing relationship with other GO.com Web sites such as Disney.com and Family.com, which has been among our most successful in terms of driving qualified traffic to Pets.com," says Julie Wainwright, chief executive officer of Pets.com.

The deal calls for GO.com to get a significant chunk of equity in Pets.com. In exchange, Pets.com will receive promotion on GO.com's family of Web sites, which include ABC.com, ABCNEWS.com, Disney.com, ESPN.com, and Family.com.

Notably, the deal also includes time on the ABC television and radio networks, a move that's part of a growing trend among portal players with ties to offline media properties.

As part of the agreement, Pets.com will be able to make special promotional offers to users of Disney.com and Family.com. There will be joint promotions, event sponsorships, and possible merchandise development.

In addition, Pets.com will provide content to GO.com sites and will develop exclusive content for Disney.com in particular.