Partnerships

Match.com and Meetic have created an equal partnership together in Latin America where the two dating companies will be combining their resources. According to the CEO of Match.com, Greg Blatt:

By combining ParPerfeito's strength in the Brazilian market with Match.com's presence in the rest of Latin America, we believe we're best positioned to drive that expansion and create an asset of meaningful value. We're confident from our work together in Europe that further partnering with Meetic will be a productive experience.

The online dating market is less mature in Latin American than the larger North America and Europe markets. By making a combined push now both companies feel that they will come out ahead in this merging dating market. Match.com will control the new entity's operations and will pay Meetic $3 million in cash at the closing (March 15, 2010). I am not sure what Meetic's responsibility in all this is but, I will assume that they must be required to push traffic to the new venture. At the beginning of the fourth year of operations Match.com has reserved the right to buy Meetic's share of the entity at fair market value.

When we receive more news about this new entity (like the name of the website) we will be sure to pass it on.

For more on the story read the press release.

The online personals site, Match.com has recently partnered with eBay Australia. So from now on, when you click on the dating menu item at eBay's Australian website you will be directed to Match.com's Australian dating service. eBay AU has about 8 million members and Match.com wanted to tap into this pool of internet users.

To visit eBay Dating, see this page and for more information on the dating site and how it works, read our Match.com review.

Match.com has recently partnered with Jamie Oliver, The Naked Chef. The Jamie Oliver website receives over 1.4 million visitors, with an equal gender split and, with almost 70 percent being 35 years or older. This is the ideal target market for a dating site like Match.com. The Jamie Oliver dating page even has hot dinner dating tips with several ideas for making everything from the starter to the dessert, so you can impress your date. You can even win a dinner for two at Jamie's Italian restaurant (United Kingdom residents only).

The new service can be found here and targets the food lovers among the dating community. For more information on Match.com in the United Kingdom, you can read our review.

White Label Dating announced that they have partnered with the Cosmopolitan magazine website in the UK to offer a dating service for their readers. The link to the new service is found under the "Love & Sex" menu, titled Cosmo Dating on their website. Cosmopolitan magazine target demographic is females aged 24 to 34. This is good news for the White Label Dating Network since it means more female profiles in this age group for their network of dating sites (WLD share profiles between most partner sites). This demographic is usually the one sought after in the dating industry since, where the women are, the men will surely follow.

If the UK Cosmopolitan partnership goes well, I am sure White Label Dating is hoping to partner with the US Cosmopolitan website. White Label Dating is the most popular branded dating service for companies in the UK and I bet they are hoping to repeat this success in North America.

I found a press release that announces the partnership of DatingHeadshots and Honesty Online to be a little over the top. In the first sentence they compare Justin Timberlake being sexy to the two dating companies new partnership. 😲

What the two companies are now offering is a complete Verification Package. On the photo side you get a professional photographer and a photo shoot. Government ID is checked to ensure the person who ordered the photos is the one at the photo shoot. Afterwards the person can then complete the Honesty Online verification process. This process uses information from your past to verify the person's identity by asking you multiple choice questions. A more thorough background, job and education check can also be completed at an additional cost.

This is an ideal merger of these two services, having your photos and background information being verified together. Plus, with the photos you get recent professional shots that helps give a strong first impression. Unfortunately I went to both sites and could not find any additional information on this partnership or service. I have a feeling it may be more money than people are willing to spend. It is also unclear on the Honesty Online website which dating sites use their services. I know they have a Facebook application but, it does me no good to get a verification package if I can't show myself as being verified on my favorite dating site.

On June 5th, 2009, IAC completed the deal previously announced in early May with Meetic (see Story). IAC sold Match.com European operations for 27 percent equity stake in Meetic along with a 5 million Euro promissory note.