Genius Sports, a global leader in real-time sports data, has completed its acquisition of Legend, a global digital sports and gaming media network. The transaction positions Genius Sports as the only company operating synergistic businesses across official sports data, media, and advertising, a combination the company believes unlocks a structurally differentiated position in the sports technology and iGaming landscape. Financial terms were not disclosed.
Legend brings to the combination a scaled media platform powered by proprietary marketing technology, anchored by a portfolio of owned and operated digital properties that includes Covers.com, Casino.org, and Casino Guru. In 2025, Legend generated 320 million annual visits from 118 million unique visitors, with more than two-thirds of that audience returning on a regular basis, a retention profile that underscores the depth of engagement across its properties. The platform’s ability to attract and retain high-intent audiences in sports betting and iGaming makes it a strategically compelling complement to Genius Sports’ existing data and technology infrastructure.
For Genius Sports, the acquisition represents the culmination of a long-term strategy to extend its platform beyond the data layer and into the moments where fans make decisions about participation and wagering. The company has spent years building the official data pipelines that power sportsbooks, broadcasters, and sports federations globally, processing real-time data across thousands of competitions. By adding Legend’s media network, Genius Sports can now engage audiences earlier in the funnel, from the point of content consumption through to the moment of action, creating a closed-loop ecosystem that few competitors can replicate.
The financial rationale for the deal is equally compelling. The combination is expected to be immediately accretive to Group Adjusted EBITDA margins and free cash flow conversion, reflecting the largely digital and asset-light nature of Legend’s business. The overlap between Legend’s high-intent iGaming audience and the sportsbook and fantasy clients already served by Genius Sports creates meaningful cross-sell opportunities, while the shared marketing technology infrastructure is expected to drive operating leverage across the enlarged group. Analysts tracking the sports data and betting technology sector have noted that vertical integration of this kind — spanning data rights, media, and advertising — represents an increasingly attractive model as rights holders and operators seek fewer, more capable partners.
KEY QUOTES:
“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. This combination not only strengthens our core sports business but also expands our ability to monetize new audiences in iGaming, increasing the economic value of our platform across both verticals and driving significant cash flow.”
Mark Locke, CEO, Genius Sports
