Catena expands US market presence with Lineups acquisition

Catena Media has strengthened its position in the US sports betting market via an acquisition of online affiliation company Lineups, a firm specialising in analytics, betting prediction and tools.

The total purchase price amounted to $39.6 million and will be paid in cash in three instalments over a two-year period – $25 million will be paid on closing, $9.6 million on the first anniversary and the final $5 million on the second anniversary of the closing date.

An additional contingent cash payment of $0.5 million is payable if certain requirements are fulfilled within three years of the transaction date. 

A key caveat will be whether or not the state of New York allows sports betting within three years of the closing date, whilst certain revenue thresholds must also be met. No material conditions exist in respect of the transaction’s closure.

“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,” said Michael Daly, CEO of Catena Media.

Lineups.com currently provides confirmed and projected starting lineups and rosters for NFL, NBA, MLB and NHL fixtures, in addition to other American sports leagues and fantasy sports.

Maintaining a presence in most regulated US states, the website offers bettors player and team information covering injuries, news, performance and trends.

The firm recorded sales of around £7.5 million in the last 12 months ending 30 April 2021, with Q1 2021 sales corresponding to roughly 10% of Catena Media’s total revenue.

Catena expects Lineups’ sales to ‘fluctuate significantly with the US sports betting calendar’ due to its operations as a sports-focused product, but has also stated that the acquisition ‘will have a direct positive effect’ on Catena Media’s EBITDA as of the consolidation date of 4 May 2021.

Stockholm-listed Catena announced an ‘exceptionally strong’ start to 2021 in its Q1 trading report earlier this month, anticipating revenues to surpass €40 million, whilst EBITDA increased by between 85% and 94%.

Daly added: “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.”