After G/O Media sold Deadspin earlier this month, the buyer remained anonymous other than a basic website originating in Malta.
Internet sleuths and reporters like Tedium’s Ernie Smith did some digging last week and found connections between new owner Lineup Publishing and a Finnish casino spam blog (splog). Based on that and several other clues, it was presumed that the new owners of the once-iconic domain would use it to help promote some kind of gambling business or casino network.
Freelance journalist Michael Gresko appeared to make a more direct connection earlier this week when he found an XML file hosted on Lineup’s site that included the name “Max Noremo,” which just so happened to be the name of a person who has an extensive background in affiliate marketing and SEO for gambling sites.
