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Has the love affair between veteran rockers U2 and iPhone maker Apple finally come to an end? While it remains to be seen whether the couple are splitting for good or merely exploring a trial separation, U2’s high-profile tour sponsorship deal with smartphone rival Research In Motion (RIM) is certainly akin to dating other people.
Seemingly U2\'s call for coexistence includes equal love for Apple and RIM. Image: Benjamin_Mercadier/Flickr.
More pointedly, U2’s new worldwide Live Nation tour is sporting Ontario-based BlackBerry maker Research In Motion as its corporate partner. The tour will kick off on June 30 of this year in Barcelona and will give fans live access to tracks from the band’s latest album ‘No Line on the Horizon’.
Despite a close relationship with Apple, which saw U2 enter into a significant marketing partnership with the company back in 2004 – a partnership that even spawned the special edition jet-black U2 iPod music and media player, it would appear the band also have an affinity for the BlackBerry brand.
According to band manager Paul McGuinness, the Live Nation sponsorship deal “marks the first stage of a relationship and shared vision between RIM and U2,” which both parties expect to result in innovative ways to improve the mobile music experience across the BlackBerry smartphone line.
Initial analyst reaction from Rob Enderle of Enderle Group suggests Bono’s position at venture capitalist Elevation Partners likely saw the band playing Apple and RIM off each other for the best sponsorship agreement, with RIM possibly winning out due to Apple CEO Steve Jobs being on sick leave and unable to swing the deal in Apple’s favour.
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