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Lavalife and Playboy Announce Exclusive Partnership
Sep 12, 2007 (08:09 AM EDT)


TORONTO, Sept. 12 /PRNewswire/ -- Lavalife Corp., a leading provider of products and services designed for singles, today announced an exclusive two- year partnership with Playboy.com, the premier online destination for men.

(Logo: http://www.newscom.com/cgi-bin/prnh/20060208/NYWFNS1LOGO )

Under the agreement, Lavalife, which has over 1.2 million members who exchange more than 1.3 million messages every day at http://www.lavalife.com , will become the exclusive sponsor of Playboy.com's newly created Sex & Dating channel. Lavalife will contribute content to this section on Playboy.com, which offers features on sex, dating, relationships, and the single life, and provides visitors with a direct link to Lavalife's extensive database of singles profiles. Playboy.com users will have the opportunity to browse profiles on Lavalife.com, enjoy content relevant to their lifestyles, and also connect with other singles through Lavalife's Mobile and Voice dating services.

"This partnership is a natural step for both companies, as Playboy.com and Lavalife's core users are similar in age, lifestyles, interests and needs," said Marina Glogovac, Chief Executive Officer of Lavalife. "Lavalife has long been a leader in the singles and personals industry, and our entertaining content and unique singles offer the Playboy audience a new way to explore connections around the world."

"We're excited about the launch of our new Sex & Dating channel on Playboy.com as the place where men and women can get relevant and entertaining advice about the single life as only Playboy can offer," said Jeremy Westin, Executive Vice President, Business Development, Playboy Media Group. "Given Lavalife's lifestyle brand positioning and its multi-platform approach to singles communities, we believe they are the perfect premium dating partner for this initiative."

About Lavalife

Lavalife is ranked the #1 website for online dating in Canada and is ranked among the top 10 worldwide dating sites. A leading provider of products and services designed for singles, Lavalife connects, engages and entertains through a variety of web, voice and mobile offerings. Founded in 1987, Lavalife Corp. markets its products and services across the United States, Canada and Australia. Lavalife's open-minded approach to online dating allows singles to choose how they want to "click" by offering three unique and distinctive services in personals: dating, relationships and intimate encounters. Lavalife has attracted millions of unique members who exchange 1.3 million messages every day. For more information, visit http://www.lavalife.com .

* Source: Combination of comScore Media Metrix and Lavalife. Lavalife estimates that it ranks #1 in Canada when publicly quoted statistics are adjusted to reflect traffic assigned to other web sites. ** Source: Combination of comScore Media Metrix and Lavalife. Lavalife estimates that it ranks in the top 10 worldwide when publicly quoted statistics are adjusted to reflect traffic assigned to other web sites.

About Playboy Enterprises, Inc.

Playboy Enterprises is a brand-driven, international multimedia entertainment company that publishes editions of Playboy magazine around the world; operates television networks and distributes programming globally; owns Playboy.com, a leading men's lifestyle and entertainment web site; and licenses the Playboy trademark internationally for a range of consumer products and services.

CONTACT: Brooke Smith, +1-212-627-3439, Ext. 486, brookes@vincentpartners.com, for Lavalife Corp.

Web site: http://Lavalife.com/ http://Playboy.com/