The sport-themed Extratime website promotes the latest albums from artists including Kate Nash, Kaiser Chiefs and Eric Clapton.
The launch of the portal is being supported with a heavyweight online advertising campaign. As part of this, Polydor will become the first brand to stage a complete takeover of Virgin Media's sports site. Extratime branding will occupy the entire advertising inventory on www.virginmedia.com/sport to encourage users to visit Polydor's branded microsite.
The activity is the latest digital investment from the record company, which recently launched its biggest online campaign to date to support the launch of the Eagles album, Long road out of Eden.
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