LUXEMBOURG/LOS ANGELES—Luxembourg-based Byborg Enterprises SA, an online entertainment company, has closed a strategic partnership with PLBY Group and its globally recognized brand Playboy, and signed a definitive share purchase agreement that, subject to the approval of PLBY shareholders, will lead Byborg Enterprises SA up to a maximum of 29.99 percent shareholding in PLBY Inc.
The deal includes a long-term licensing agreement and an additional equity investment. Byborg will license Playboy's digital IP and operate key assets, including Playboy Plus, Playboy TV, and the Playboy Club creator platform.
This partnership, valued at $300 million over an initial 15-year term, will fuse Playboy's legacy with Byborg Enterprises SA’s technology and audience reach of 70 million daily visitors. Starting in 2025, PLBY Group will appoint a Byborg-designated director to its board, along with an additional independent director.
Andras Somkuti, managing director of Byborg Enterprises SA, said, “Playboy is one of the largest and most recognizable brands in the world. 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. Recognizing this potential, we’re also pleased to increase our equity stake in PLBY Group, reinforcing our commitment to this collaboration and its future.”
Ben Kohn, CEO of PLBY Group, added, “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. 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. This strategic move will allow us to cut significant costs, improve EBITDA, and achieve positive cash flow.”
