Genius Sports, the prominent sports technology and data business, has acquired the sports gaming media enterprise Legend.
Legend is a global firm specializing in the promotion of sports betting odds and content to digital consumers, particularly those on sports websites such as Sports Illustrated and Yahoo Sports, or those searching for teams, scores, and odds.
Going forward, the Legend solution will be integrated with Genius’ FanHub sports advertising platform.
That product, launched in October 2024, is designed to provide an omnichannel marketing experience for sports brands looking to reach and engage their supporters, and in 2025, Genius expanded it through a global partnership with marketing agency Publicis Sports.
Legend boasted 320 million visits in 2025 from 118 million unique users, a userbase (and predictable revenue stream) that Genius Sports will now add to its overall business.
The transaction is valued at $1.2 billion, with $900 million of that payable at market close - $800 million in cash with $100 million in stock - with an additional value of up to $300 million in earnouts dependent on the merged business hitting certain targets (related to profitability and cash flow).
Genius now claims it is the “only company operating at scale across both official sports data, media, and advertising.”
Speaking on the acquisition, Genius Sports chief executive Mark Locke said: “This deal accelerates our strategic and financial objectives, supercharges fan monetization, and builds a fully integrated sports and gaming media network.
“For Genius Sports and our global partners, it delivers more data, more audience, more inventory, and greater monetization of sports fans. The acquisition of Legend will drive higher margins and stronger free cash flow, positioning Genius Sports to immediately transform the market and grow the size and scale of our business.”
With the acquisition, Genius has also updated its financial outlook for the 2026 fiscal year, predicting between $810 million and $820 million across the period, which would represent a major increase from the $669 million that it estimates it generated across 2025.
Between 2026 and 2028, Genius is predicting group revenue of $1.6 billion, representing 21% compound annual growth rate across the period.
