Genius Sports Finalizes Legend Acquisition

In February this year, Genius Sports Limited announced that it had agreed to acquire world-class marketing technology provider Legend in a deal valued at up to $1.2 billion. Now, the former company has confirmed the completion of this arrangement.

The Deal Has Been Closed

Genius Sports, a leader in real-time sports data, confirmed that its previously announced acquisition of digital sports and gaming media network Legend has been completed. In its previous announcement, Genius said that the deal would include an upfront payment of $900 million plus an earnout of up to $300 million.

For context, Legend provides what Genius Sports called a “scaled media platform, with world-class marketing technology.” Legend’s technology is currently employed across a variety of online news outlets, including Covers, Casino.org, and Casino Guru.

Genius Sports pointed out that, in 2025 alone, Legend generated some 320 million annual visits from 118 million unique visitors. The former company also noted that two in three visitors were regulars who would return often.  

Genius Sports emphasized that its acquisition of Legend places it in a unique position since it will be the first company to operate “two synergistic businesses across official sports data and media and advertising.”

The Acquisition Will Enhance Genius’s Business

Genius Sports previously said that the acquisition of Legend is expected to immediately contribute to its business, improving group adjusted EBITDA margins and free cash flow conversion. Genius also stated that the acquisition should allow it to reach a projected $1.1 billion in group revenue for 2026, as well as group adjusted EBITDA of $320-330 million.

Genius Sports’ chief executive officer, Mark Locke, commented on the finalized transaction, saying that it will strengthen his company’s core sports business while expanding its ability to capitalize on iGaming opportunities.  

Genius Sports has spent years building the data infrastructure behind modern sport. With Legend, we now extend that into the moment where fans choose to participate and act.

Mark Locke, CEO, Genius Sports

In its announcement, Genius Sports promised to announce additional updates during its upcoming earnings call, set to take place on May 7, 2026.

Genius Sports Onboarded a New CMO

The completion of the Legend acquisition comes roughly a month after Genius Sports strengthened its leadership team with the addition of the experienced Tony Marlow as its new chief marketing officer.

Marlow was described as a specialist with extensive experience in building high-growth marketing organizations positioned where media, tech, and advertising meet and was welcomed on board at a time when Genius Sports pursues further growth.