LOS ANGELES — Luxembourg-based Byborg Enterprises SA has finalized an investment and licensing partnership with Playboy parent company PLBY Group.
The LiveJasmin parent company initially signed an equity investment agreement with the iconic brand in October for 14.9 million newly issued shares of PLBY Group at $1.50 per share, along with a letter of intent to license content from PLBY at a rate of $20 million a year for 15 years, for a total of $300 million. That deal has now been made official with the signing of a definitive share purchase agreement and a long-term licensing agreement.
According to the agreement, Byborg will license PLBY digital IP and will operate key assets including Playboy Plus, Playboy TV, and the Playboy Club creator platform.
"Playboy is one of the largest and most recognizable brands in the world," noted Byborg Managing Director Andras Somkuti. "It has long been a leading lifestyle brand and the premium name in the NSFW space. By combining our advanced technology, innovative products, and management expertise with Playboy’s global recognition, we’re confident this partnership will be a game-changing success. We see tremendous potential to grow audiences, create new revenue streams, and develop innovative products that drive significant growth."
Added PLBY Group CEO Ben Kohn, “Partnering with Byborg Enterprises SA aligns the Playboy brand with a proven leader in premium online entertainment. Byborg brings a strong track record of expanding audiences, monetizing content, and leveraging cutting-edge technology to unlock new revenue streams. With Byborg’s 70 million daily visitors, I’m confident we’ll introduce the Playboy brand to broader and more diverse audiences than ever before.
"By licensing our brand and entrusting Byborg Enterprises SA to manage our adult legacy sites, linear TV channel, and Playboy Club creator platform, we can accelerate our shift to a more profitable, asset-light business model," Kohn added. "Once this transition is complete by June 30, 2025, we’ll be able to focus on growing our licensing operations and investing in our brand’s future."
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