YNOT EUROPE – In order to fuel future growth, London-based Eurocreme Group has formed a strategic alliance with Canadian affiliate program MyGayCash.

The companies will host a reception during the upcoming Phoenix Forum to celebrate the partnership. During the festivities, newly appointed chief executive officer Gavin Hay will share Eurocreme’s vision with investors, trade and family. Several performers from the studio’s stable of gay studs are expected to attend.

The first new project expected to debut as a product of the alliance is a membership site, DreamBoy Hotel, based on Eurocreme’s DreamBoy brand.

“I am very excited to be taking the helm of the Eurocreme Group of companies at such an important time in the company’s history and at such a dynamic moment in the history of porn,” said Hay, 46, who was named CEO earlier this month. “Eurocreme already has all the genres covered, from twinks to hairy hunks, and with a great partnership with MyGayCash, we have the creative and fiscal strength to create a new wave of gay porn.”

MyGayCash will provide marketing and technical management of online properties for all existing and future Eurocreme group labels, Hay added.

Hay is no newcomer to the industry, having produced more than 75 films as founder and CEO of Alphamale Media, which merged with Eurocreme in January 2011. Hays credits include Out in the Open, Out in the Office, the Trojan’s Toolbox series and the award-winning Hairy Hunks.

Prior to entering the adult entertainment industry, Hay co-founded mainstream television production company Brighter Pictures, which earned an international reputation for cutting-edge, format-based entertainment that challenged traditional TV concepts. Endemol acquired Brighter Pictures in 1991. After pocketing a reported £15 million from the sale, Hay turned to performing under the name Trojan Rock. As Rock, he appeared in more than 50 gay adult titles for Titan media, Raging Stallion, Mustang, Alphamale Media and others.

Now that he has returned to behind the cameras, Hay said he intends to use skills he learned in the mainstream to identify key trends and motivate creative teams.

“As head of the Eurocreme Group, I am relying on the skills I learnt in television and transferring them onto the world of Internet membership sites,” he said. “With the backup of MyGayCash’s online expertise, watch out for the best in European porn served up in new, creative ways which get people wanting to come back for more.”

Eurocreme General Sales Manager Steven Chinnery said Hay’s influence already is apparent within the company.

“With Gavin’s history and talent ready and waiting to take us forward, his energy and appetite for success is infectious and has already proven itself by stepping everyone within the Eurocreme Group up into a faster, more creative mindset,” Chinnery said. “The new attitude is showing already in the new releases and those in production, all ready to hit the sites with full force.”

MyGayCash spokeswoman Bianca said the same will be true of Eurocreme’s new web properties.

“The team at MyGayCash is pleased to broaden its partnership with Eurocreme, a European gay adult entertainment leader,” she said. “Combining Eurocreme’s topnotch reputation built over the past 10 years and their outstanding productions with our marketing expertise and technology [will] provide fans with the best gay adult online entertainment.”

For more about Eurocreme Group, visit Eurocreme.com. For more about MyGayCash, visit MyGayCash.com.

Photo: Gavin Hay, center, with a sampling of Eurocreme Group’s stable of gay adult performers.