Perfectmatch.com, a subscription-based online dating service with over three million members, has signed a season-long deal to be integrated into the storyline of Lifetime channel's new series about a dysfunctional dating service, Lovespring International, writes the New York Times (via MediaBuyerPlanner). Throughout the 13-episode season, Perfectmatch.com will appear as a faceless nemesis that steals clients from Lovespring. "It's much more than having a beer on the counter," said Duane Dahl, chief executive and co-founder of Perfectmatch. "We really look for seamless integration opportunities."

Under the terms of the deal, Perfectmatch bought commercial time during episodes of Lovespring International - which is produced by Big Cattle, the production company owned by star of NBC's Will and Grace Eric McCormack - and Lifetime will buy online ads on Perfectmatch.com.

Perfectmatch has also been mentioned in the films "Must Love Dogs" and "Failure to Launch," and will be integrated into the June films "The Break-Up," with Jennifer Aniston and Vince Vaughn, and "Superman Returns," starring Kate Bosworth and Kevin Spacey.