Lineups.com is an online sports betting site which offers users confirmed and projected line-ups across US sports and player, and team information around injuries, performance and trends.
The affiliation company also specialises in betting analytics, predictions and tools, and has maintained a strong presence in the US.
The total price of the takeover amounts to $39.6m and will be paid in three instalments across a two-year period.
An additional contingent payment of $0.5m will be paid if New York allows sports betting within three years and certain revenue thresholds are met.
The site recorded sales of around $7.5m in the last 12 months to 30 April and during the first quarter of 2021 it contributed to 10% of Catena Media’s total revenue.
CEO Catena Media, Michael Daly, said: “The acquisition of Lineups.com strengthens Catena Media’s leading position in the growing US betting market with a complementary product that fits perfectly into our existing US portfolio. It gives us a second, even stronger, national sports betting affiliation site, alongside thelines.com.
“This will allow us to capture more market share across North America, as well as to take advantage of shared tools across multiple Catena Media sites. Sam Shefrin, the seller and founder of Lineups.com, will bring his industry and technology focus to the Catena Media team and will work with us for the near future as an exclusive consultant to the business.”
The US affiliate M&A race is certainly heating up, with Catena and Better Collective leading the way. Rival Better Collective recently announced its largest ever acquisition, purchasing Action Network for $240m.
