The four-week deal means Nuts, published by IPC Ignite, will run a series of 10-second sponsorship credits during UKTV G2's 60 hours of World Cup programming.
UKTV G2 will support the campaign with press ads within Nuts TV listings, as well as online ads on the Nuts and Loaded .
The channel said it would offer "witty entertainment for 16- to 34-year-old men", including its 'Mourinho's Ultimate 10' and 'Brian Robson's Greatest Moments in World Soccer' programmes.
Clair Porteous, head of marketing at IPC Men's Lifestyle, said: "Nuts is the most successful magazine for young men in a generation, and with readers who are absolute football fanatics, this is an ideal partnership.
"UKTV G2 has a great reach for 16- to 34-year-old men and its World Cup programming is perfect for our audience."
Steve North, channel head at UKTV G2, added: "Our combined audiences represent the heart of this summer's World Cup viewership, and will now be sure to get the most entertainment from the tournament."
Nuts currently has a circulation of 306,802. Its main rival in the weekly lad's mag stakes, Zoo, which is published by Emap, trails on 260,470.
The UKTV G2 deal was brokered by Porteous and Guy Martin, associate director of commercial development at Flextech's sales house IDS.
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