(AsiaGameHub) – Following an announcement in February, Genius Sports Limited has now confirmed the finalization of its agreement to purchase the world-class marketing technology provider Legend, in a transaction worth up to $1.2 billion.
The Deal Has Been Closed
Genius Sports, a prominent player in real-time sports data, has completed its previously announced takeover of the digital sports and gaming media network Legend. The original terms included an initial payment of $900 million, with an additional earnout potential of up to $300 million.
Legend offers what Genius Sports describes as a large-scale media platform featuring top-tier marketing technology. This technology is currently utilized by numerous online news platforms such as Covers, Casino.org, and Casino Guru.
According to Genius Sports, Legend attracted approximately 320 million annual visits from 118 million unique users in 2025. The company also highlighted that a significant majority, two-thirds of these visitors, were repeat users.
Genius Sports stressed that the acquisition creates a distinctive market position, making it the first entity to manage “two synergistic businesses across official sports data and media and advertising.”
The Acquisition Will Enhance Genius’s Business
Genius Sports had previously indicated that the Legend acquisition is anticipated to quickly benefit its operations by boosting group adjusted EBITDA margins and free cash flow conversion. The company also projected that the deal would help it achieve an estimated $1.1 billion in group revenue for 2026, alongside a group adjusted EBITDA of $320-330 million.
Commenting on the finalized deal, Genius Sports’ Chief Executive Officer, Mark Locke, stated it would reinforce the company’s core sports operations and enhance its capacity to leverage iGaming prospects.
For years, Genius Sports has been constructing the data foundation that supports modern sports. The addition of Legend allows us to expand this directly into the pivotal moment when fans decide to engage and take action.
Mark Locke, CEO, Genius Sports
Genius Sports announced that further details will be shared during its next earnings call, scheduled for May 7, 2026.
Genius Sports Onboarded a New CMO
The finalization of the Legend purchase occurs about one month after Genius Sports enhanced its executive team by appointing the seasoned Tony Marlow as its new chief marketing officer.
Marlow was characterized as an expert with deep experience in developing high-growth marketing organizations at the intersection of media, technology, and advertising. His appointment coincides with Genius Sports’ ongoing efforts to drive further expansion.
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