The agreement sees Rivals become the first company to sign up to PlayboyTV's CyberClub online affiliate programme.
Rivals will sponsor two PlayboyTV programmes, Session Pravda and UK Centrefolds, which are targeted at ABC1 football fans aged 15 to 45.
It will also promote the adult channel across its sports sites, including Rivals.net, Football 365.com, PlanetRugby.com, Planet-F1.com and Cricket365.com. Activity will include hard links, banner ads and buttons.
Rivals' email newsletter, which has 175,000 subscribers, will also include a link to the channel (www.playboytv.co.uk).
PlayboyTV will in turn host a specially created page on its site for Rivals' two million monthly unique users (ABCe March), offering free content as a teaser for its paid-for content.
"We view Playboy as an international lifestyle brand that perfectly fits our audience of young males, whose primary interests are sex and football, said Chris Reed, Rivals' marketing director.
"The partnership we have agreed extends our offering, providing users with exclusive PlayboyTV content, accessible via a secure service, while extending brand awareness of Rivals.net to PlayboyTV's offline audience, he added.
Rivals.net will also receive branding on all PlayboyTV's advertising in the Daily Sport throughout this month.
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