Catena Media, an online lead generation company, has acquired 100 per cent of the shares in online sports affiliation company


The total purchase price amounts to $39.6m, payable in cash in three instalments during a two-year period. An additional contingent cash payment of $0.5m is payable if certain requirements are fulfilled within three years of the transaction date. supports bettors by providing confirmed and projected starting lineups and rosters for the NFL, NBA, MLB, NHL, US sports leagues and for fantasy sports.

Michael Daly, CEO 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. 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.”