Genius Sports Completes Acquisition of Legend, Expanding Its Sports Data and Media Reach
Genius Sports Finalizes Acquisition of Marketing Technology Firm Legend
In February, Genius Sports Limited announced its agreement to acquire Legend, a leading marketing technology provider, in a deal valued at up to $1.2 billion. Recently, Genius Sports has confirmed the successful completion of this acquisition.
The Acquisition Deal Has Officially Closed
Genius Sports, known for its expertise in real-time sports data, has completed the purchase of Legend, a prominent digital sports and gaming media network. The agreement involved an upfront payment of $900 million complemented by potential earnout payments reaching $300 million.
Legend operates a large-scale media platform enhanced by top-tier marketing technology. Its tools are currently integrated with several popular online outlets, including Covers, Casino.org, and Casino Guru.
In 2025 alone, Legend attracted approximately 320 million visits annually from 118 million unique users, with two-thirds of these visitors returning regularly, highlighting strong user engagement.
By bringing Legend into its portfolio, Genius Sports positions itself uniquely in the market as the first company to run complementary operations combining official sports data with media and advertising platforms.
How This Acquisition Strengthens Genius Sports
Genius Sports expects this deal to contribute immediately to its operations, improving adjusted EBITDA margins and enhancing free cash flow conversion. The company forecasts reaching $1.1 billion in group revenue by 2026, along with adjusted EBITDA in the range of $320 million to $330 million.
Mark Locke, CEO of Genius Sports, expressed enthusiasm about the acquisition, highlighting that it enhances the company’s existing sports data business while expanding its involvement in iGaming markets.
“Genius Sports has developed the data infrastructure that supports modern sports. Now, with Legend, we extend our reach to the moments when fans engage and participate actively.”
Mark Locke, CEO, Genius Sports
Genius Sports also announced that further details will be shared during its upcoming earnings call scheduled for May 7, 2026.
Leadership Expansion with New Chief Marketing Officer
The completion of the Legend acquisition follows closely after Genius Sports appointed Tony Marlow as its new Chief Marketing Officer. Marlow brings deep expertise in developing dynamic marketing teams at the intersection of media, technology, and advertising.
This leadership addition comes at a strategic time as Genius Sports seeks to accelerate growth and innovation within its expanding business landscape.
