MTV Sponsors its First Global Tour with Britney Spears

MTV marks its first global tour sponsorship with Britney Spears.

The MTV Presents Britney Spears Onyx Hotel Tour 2004 kicks off today at the San Diego Sports Arena.

As part of the all-media sponsorship, MTV will be in all advertising and on every ticket throughout the tour, as well as have a presence on-site with interactive promotions and venue signage. In the U.S., three episodes of MTV's Total Request Live will be dedicated to the behind-the-scenes action on the tour, and tour spots will run worldwide.

Additionally, Mtv.com will feature exclusive downloads, streaming video and ticket and merchandise auctions benefiting the Britney Spears Foundation.