Go.com shapes alliance with Pets.com

Internet directory Go.com has taken a significant equity stake in Pets.com and formed a marketing agreement with the online pet store, the companies said today.

Under the deal, Go.com, Disney's Internet unit, will promote Pets.com across its network of sites--including ABC.com, ABCNews.com and Disney.com--in exchange for an advertising commitment from the e-tailer.

Financial terms of the deal were not disclosed.

"We think the convergence of media and e-commerce companies is an important one," Pets.com chief executive Julie Wainwright said in a statement. "We are delighted to be among the first e-tailers to participate with one of the leading online and offline media companies."

The partnership comes as competition in the online pet industry heats up. Pets.com rivals Petstore.com, Petsmart.com and Petopia.com also have sought to align themselves with powerful Net players. In the last year, acquired a Petstore.com has teamed up with cable network operator Discovery Communications and Petopia.com has joined forces with offline chain Petco.

Last spring, online retailer Amazon.com 54 percent stake in the San Francisco-based Pets.com, during the company's first and second rounds of financing. The battlefield appears to be hottest in marketing, with all the companies clawing to gain greater exposure than their competitors.