Sports data giant Genius Sports has announced “a definitive agreement” to acquire digital sports/gaming media network Legend for $1.2bn.
According to a news release, Genius’ new addition “monetizes sports audiences” via its media network, uses sophisticated marketing tech to power its proprietary digital properties, and syndicates betting and sports content across top-line publications, including Sports Illustrated.
In Legend, Genius is getting a product that connects sports fans searching for odds, scores or more with sportsbooks, gaming products “and advertisers in the moments they are most likely to act.”
In 2025, Legend reportedly logged 320 million annual visits from 118 million unique visitors that Genius described as a “highly engaged” audience that it will now absorb into its media ecosystem, along with associated revenue.
showcase over 2,000 betting, sports, and media partners on one integrated platform
Genius also intends to connect its Legend acquisition to its sports fan activation platform FANHub, and showcase over 2,000 betting, sports, and media partners on one integrated platform.
Genius Sports CEO Mark Locke said the acquisition will “drive higher margins and stronger free cash flow” and position his firm “to immediately transform the market and grow the size and scale of our business.”
Legend founder Nick Kisberg the merger unites “two world-class teams, unlocks unparalleled growth opportunities for our partners and products.”
According to the news release, the acquisition includes $900m payable at the deal’s close, and an earnout of up to $300m.
