Luxembourg/Los Angeles – December 17, 2024
Byborg Enterprises SA, a leading premium online entertainment company, has closed a
strategic partnership with PLBY Group, the powerhouse behind the 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% 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 cutting-edge 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, commented: “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, Chief Executive Officer 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, assetlight 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.”

About Byborg Enterprises SA
Headquartered in Luxembourg, Byborg Enterprises SA is a privately held premium online
entertainment company that is redefining the future of human interaction and reshaping
digital relationships through innovative technology. Founded with a global mindset, the
company aims to reach every corner of the world. With over 70 million daily visitors
engaging with their streaming and technology products, Byborg Enterprises SA facilitates
seamless interaction among people 24/7.
More information is available at https://byborgenterprises.com

About PLBY Group, Inc.
PLBY Group, Inc. is a global pleasure and leisure company connecting consumers with
products, content, and experiences that help them lead more fulfilling lives. PLBY
Group’s flagship consumer brand, Playboy, is one of the most recognizable brands in the
world, driving billions of dollars in global consumer spending, with products and content
available in approximately 180 countries. PLBY Group’s mission—to create a culture
where all people can pursue pleasure—builds upon over 70 years of creating
groundbreaking media and hospitality experiences and fighting for cultural progress
rooted in the core values of equality, freedom of expression and the idea that pleasure is
a fundamental human right.
Learn more at https://plbygroup.com