European secondary-ticketing operator Viagogo has been appointed the official premium ticketing partner of Andrew Lloyd Webber's Really Useful Group (RUG), the international theatre/entertainment production company.

The deal, which Billboard.biz understands is multi-year, makes the secondary-ticketing exchange company the exclusive vendor of the most select tickets available at RUG musicals and plays in the United Kingdom.

However, this new pact means the tickets for RUG's more select seats -- including VIP seats -- which are generally legitimately sold or exchanged privately when they cannot be used, will now also be legally available to the public.

"This allows us to sell some of the best seats which, for various reasons, are not normally available to the general public," says Viagogo CEO Eric Baker, Viagogo's CEO, explains to Billboard.biz. "The agreement for the first time opens up the U.K. theater space to the secondary-ticketing sector."

A Viagogo spokesperson adds: "Viagogo will also be running special offers and promotions on these tickets."

RUG operates and manages seven leading stage theaters in London's West End; its hit musical productions include The Sound of Music, Joseph and the Amazing Technicolor Dreamcoat, Evita, Jesus Christ Superstar, and The Phantom of the Opera.

Viagogo's previous music-industry deals include the partnership that made it the official premium and secondary ticketing partner of Madonna's European "Sticky and Sweet" tour this year.

Viagogo also has agreements with Live Nation in the Netherlands, has handled the tickets for charity auctions by Warner Music International, and is the official secondary-ticketing partner to major U.K.-based international sports organizations like the soccer clubs Manchester United and Chelsea Football Club.