Granada has got together with internet retailer Lastminute.com to develop a website for late deals on sports and leisure events.
The website, which has not yet been named, will be tied into Granada's existing sports-related websites, ITV-f1.com, ITV-football.co.uk, Liverpoolfc.tv and Arsenal.co.uk.
Granada has minority stakes in both clubs, and its new media division, Granada Broadband runs their websites.
Lastminute.com is developing a co-branded website selling sports-related travel, VIP tickets and entertainment offers that will only be accessible through the four Granada-produced websites.
The new leisure site will not be pegged from the Lastminute.com website, leaving the onus on Granada to drive traffic and sales.
As part of the deal, Lastminute.com will contribute the special offers and maintain the site, splitting any revenues with Granada Broadband.
A spokesman for Granada Broadband said the deal was "essentially a marketing partnership.
"On each of the existing websites, new leisure options will be available in the next few weeks linking users to co-branded sites that are Lastminute-owned and maintained."
"This deal gives Lastminute exclusive access to our premium environment of dedicated sports fans for sports related travel, ticketing and monthly competitions," he added.
The news coincides with a wide-ranging restructure across the whole of Granada, which has lead to the Granada Broadband boss, Simon Shaps, taking on the role of head of Granada content.
Last week Granada Broadband's director of operations, Max Graesser, was appointed chief operating officer of the new media division, effectively replacing Mr Shaps.