Catena Media Bolsters US Presence With Lineups Acquisition

Published: 4th May 2021
Author: Joe Kizlauskas
Last Updated: 23rd February 2023

Catena Media has bolstered its presence in the US sports betting industry by purchasing Lineups, an online affiliate business that specialises in analytics, betting prediction, and software.

The overall purchase price was $39.6 million, which will be paid in cash over two years in three instalments: $25 million at closing, $9.6 million on the first anniversary, and the remaining $5 million on the second anniversary of the closing date.

If these conditions are met within three years of the transaction date, an additional contingent cash payment of $0.5 million is due.

A major stumbling block would be whether New York will legalise sports betting within three years of the deadline, as well as whether such revenue thresholds will be met. There are no material conditions to the transaction’s completion.

Strengthening leading US position

Michael Daly, CEO of Catena Media said: “The acquisition of strengthens Catena Media’s leading position in the growing US betting market with a complementary product that fits perfectly into our existing US portfolio.” currently offers confirmed and expected starting lineups and rosters for NFL, NBA, MLB, NHL, and other American sports leagues, as well as fantasy sports.

The website, which is available in most controlled US states, provides bettors with player and team information on injuries, news, results, and trends.

Sales of about £7.5 million were registered in the last 12 months ending 30 April 2021, accounting for approximately 10 percent of Catena Media’s overall revenue in Q1 2021.

Due to its activities as a sports-focused commodity, Catena expects Lineups’ revenues to ‘fluctuate significantly with the US sports betting calendar,’ but has also reported that the transaction ‘will have a direct positive effect’ on Catena Media’s EBITDA as of the consolidation date of 4 May 2021.

Exceptionally good start to 2021

Listed in Stockholm In its Q1 trading report earlier this month, Catena predicted a ‘exceptionally good’ start to 2021, with sales expected to exceed €40 million and EBITDA the by between 85 and 94 percent.

Daly added: “It gives us a second, even stronger, national sports betting affiliation site, alongside 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, 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.”

joe profile pic

About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.