The main site currently attracts ca 4 million users per month, and has around 800 000 followers on Twitter. The purchase price amounts to a one-time upfront payment of GBP 1 million (approximately EUR 1.1 million) to be paid through cash consideration. The acquisition is expected to generate annual sales of approximately EUR 2 million with an estimated 60% margin. Catena Media will add its knowledge in building successful affiliate sites to the high-volume, quality Squawka site.

Through the acquisition of the assets in Squawka, Catena Media will further strengthen its offering within the sports betting segment, particularly in the football vertical. Integration will commence immediately upon completion of the transaction and it includes a team of 4 employees that will relocate to Catena Media’s London office and form part of Catena Media’s Sports division. Squawka and its related sites currently only generate revenues through banner advertising.

“We see potential for Squawka as a high-volume traffic site with a global audience, to which we look forward to implementing an affiliation business model. The company has invested in automatic data feeds for their user-friendly graphical interfaces, which is something we aim to integrate into other Catena Media products. Squawka will sit alongside our existing brands, increasing our coverage in the football vertical while entering the upcoming sports year”, says Henrik Persson Ekdahl, Acting CEO, Catena Media.

The transfer of all Squawka’s assets and payment of consideration is scheduled to take place mid-December. The purchase price amounts to an upfront payment of GBP 1 million (approximately EUR 1.1 million), which is being paid as a cash consideration in conjunction with the transfer of the assets.