All you have to do is look at 3 things to realize how high this is going to fly:
1- intrinsic value per customer (regardless of frequency, there is usage and ongoing marketing revenue). They would not be paying the price tag for the German company if it didn't add value to stakeholders.
2- technology assets are huge. This platform can be sold off, borrowed against, or just plain white labeled.
3- data value on each user is tremendous (Facebook and Google are free for a reason). EU privacy regulations are stricter than in the US- which means that the revenue on data is already compliant.
***Bonus*** a deal with one of the largest names in one of the fastest growing sports in America. If you don't understand this asset (or devalue it because he himself is not a superstar), Id just refer you to the Kardashian family... and they don't even race a car, nor did they have the last name recognition this guy currently does. So he's got a 'checkered' past and might be a loose cannon... sounds like great reality TV to me!