SportsLine Bulks Up Database With Sandbox Buy

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In another consolidation among Internet-only players, Inc., publisher of CBS, has agreed to buy Inc., a major producer of online fantasy sports products. will offer 1.6 million shares of common stock and a maximum $1 million for all outstanding shares of

Already approved by shareholders of both companies, the transaction is expected to close in the fourth quarter.

The acquisition will give access to more than 5 million users who registered to participate in fantasy sports, sweepstakes and arcade and play-for-fun games.

"This is an extremely complementary acquisition that will enable SportsLine to accelerate its database marketing efforts and further diversify our revenue base," Michael Levy, CEO of, said in a statement.

Media Metrix, part of Jupiter Media Metrix, consistently ranks among the top 20 Web sites in terms of duration and stickiness, which determines the time spent per unique user each month. will continue its relationships with and Turner Sports Interactive, plus licensing deals with sports bodies including the National Basketball Association, Major League Baseball, National Football League Players Association and the National Hockey League Players Association.

A media company based in Fort Lauderdale, FL, boasts content with more than 1 million pages of multimedia sports information, merchandise and entertainment. Besides its flagship sports service at, publishes the official sites of the NFL and PGA Tour. It also has ties with the NBA and MLB and is the main content provider for America Online and Netscape.'s stickiness was a key attraction for

"Fantasy players are very loyal, active and tend to spend more time on the Internet than the average user, and Sandbox's users clearly fit that mold," Levy said in the statement. "This deal will add significant additional sponsorship and direct marketing opportunities for SportsLine."

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