The two companies will identify key events and marketing activities for joint projects.
In return for exposure of the brands which come under the IPC Ignite! umbrella MTV will be able to capitalise on media exposure for its brands through the IPC Ignite! portfolio.
Head of marketing at IPC Ignite!, Niall McKinney, said: "I have long thought that MTV and IPC Ignite! were talking to the same audience.
"There is an obvious link between MTV and our music titles, but there are also a host of other opportunities linking MTV's humour and lifestyle programming to the Loaded brand."
In the first major deal as part of the new partnership Loaded will sponsor top-rated comedy show Jackass on MTV's main channel.
Other key activities covered by the partnership during 2002 include masthead programming for NME across the MTV network; Uncut sponsorship of VH-1's programme Behind the Music; Loaded and MTV Dance joining forces for the MTV Mediterranean Dance Tour, with Loaded gaining branding at the events, on-air slots across the MTV network, plus editorial coverage and competitions within the magazine and MTV support of NME's Fresher Tour in September.
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