Trinity Mirror has acquired online web design and development consultancy Rippleffect Studio as part of a plan to diversify revenue streams and increase its interest in sport and leisure media.

The company was bought for an initial £3.2 million with a further £2.6 million conditional on success over the next three years.

Its clients already include Everton, Southampton, Celtic and Fulham football clubs, along with a host of other leisure retail groups.

The acquisition enables Trinity to branch into e-marketing and link other online services with its existing printed sports publications, which includes match-day programmes for several Premier League football clubs.

"This acquisition brings together Trinity Mirror's specialist sports publications and Rippleffect's specialist sports web development under one roof enabling us to substantially grow our revenues in this important sector," said Sly Bailey, Trinity Mirror CEO.

Rippleffect is expected to generate revenues of around £3 million in its first year of ownership, Trinity said in a press release.