Genius Sports has finalised its acquisition of sports media company Legend in a deal worth up to $1.2bn, just three months after the agreement was first announced.
The transaction includes $900m paid at closing — $800m in cash and $100m in shares — plus a potential $300m earnout over the next two years.
With the deal now complete, Genius said it is positioned as the only company operating across both official sports data and media and advertising, combining infrastructure with fan engagement platforms.
Legend operates a large-scale media and marketing technology business, powering digital properties such as Covers.com and Casino Guru. In 2025 alone, it recorded around 320 million annual visits from 118 million users.
Genius Sports CEO Mark Locke said:
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 monetise new audiences in iGaming, increasing the economic value of our platform across both verticals and driving significant cash flow.
He added that the combination strengthens the company’s core sports business while expanding monetisation opportunities in iGaming and boosting overall platform cash flow.
Genius Sports will provide further details during its earnings call on May 7, when it will also report Q1 results.
Separately, the company has announced a new partnership with Liga MX, introducing its GeniusIQ platform to enhance fan engagement, sponsorship activation, and performance analytics.
The system will power real-time advertising through its Moment Engine, already used in the NFL and NBA, and support augmented broadcast features such as live statistics and visual overlays.
It will also be used for Semi-Automated Offside Technology and advanced performance analytics tools for clubs.
Liga MX officials said the partnership marks an important step in aligning the league with global competition standards and advancing its technological infrastructure.
