Perform Sales, the ad network arm of UK online publisher Perform, has acquired rival No. 9 Media for an undisclosed sum. The deal creates a a major UK player in sports media with combined online traffic of over 11.5 million monthly unique users and over 105 million monthly page impressions, the companies said. Perform’s ad network already includes sites for football clubs such as West Ham United, Fulham and Rangers, and also manages online ad sales for Virgin Media’s (NSDQ: VMED) V Player video network. The No. 9 Media network includes Goal.com, FansFC.com, Clubfanzine.com, EatSleepSport.com, Football.co.uk and Footy-boots.com. More details here and in the release.

Last month, Perform acquired an undisclosed stake in celebrity gossip site, HolyMoly in a bid to expand its entertainment portfolio. Perform Sales was launched last year following the merger of Premium TV and Inform Group.