Along with handling the band's tours, Live Nation will also handle merchandising, digital and branding rights and run their website and fan club. The company first worked with The Joshua Tree hitmakers in Toronto in 1980, and have been organising their live events since 1997.
"We've been dating for well over 20 years now. It's about time we tied the knot," News.com.au quoted Bono as saying. "We feel we have a great website but we want to make it a lot better. We want a closer, more direct relationship between the band and its audience and Live Nation has pledged to help us with that," he stated.
The deal has not only affected U2, but Live Nation also. "U2 has created some of the greatest rock music of all time. It has long been our intention to consolidate and extend our relationship," Live Nation's chairman Michael Cohl added.
U2 had their last tour in 2006, and they will hit the road towards the middle of next year.