Catena Media Acquires US Online Sports Affiliation Company

Catena Media plc, an industry leader in online lead generation, has acquired 100 per cent of the shares in Lineups.com, strengthening Catena Media’s leading position in the growing US betting market.

Lineups.com is an online sports affiliation company specialising in analytics, betting predictions and tools. The total purchase price amounts to US $39.6 million (£29 million / €33 million) , payable in cash in three instalments during a two-year period. An additional contingent cash payment of USD 0.5 million is payable if certain requirements are fulfilled within three years of the transaction date.

Lineups.com recorded sales of approximately US $7.5 million in the last 12 months to 30 April 2021. Calculated for the first quarter of 2021, the company’s sales corresponded to roughly 10 per cent of Catena Media’s total revenue. As Lineups.com is a sports-focused affiliation product, its sales can be expected to fluctuate significantly with the US sports betting calendar.

Michael Daly, CEO Catena Media, commented: “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.”