Closure comes just three months after Genius first revealed that it had struck a deal to buy Legend. The agreement comprised $900m payable at closing, including $800m in cash and $100m in stock consideration, plus an earnout of up to $300m across two years post-closing.
With the acquisition now complete, Genius said it is “uniquely positioned” as the only company operating two synergistic businesses across official sports data, and media and advertising.
Legend provides a scaled media platform, with marketing technology powering owned and operated digital properties including Covers.com and Casino Guru. During 2025, Legend generated 320 million annual visits from 118 million unique visitors.
“Genius Sports has spent years building the data infrastructure behind modern sport,” said Mark Locke, CEO of Genius. “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.”
Genius added that further details of the combination will be set out during an earnings call on 7 May. The company will also announce its Q1 results on the same day.
Genius scores tech and AI partnership with Mexcio’s Liga MX
In other news, Genius has entered into a technology and AI partnership with Liga MX, the top division of club football in Mexico.
Under the agreement the company will deploy its GeniusIQ operating system to support the league across fan engagement, sponsorship and overall performance.
Elements will include Genius’s Moment Engine enabling sponsors and brands to activate real-time advertising around key moments in games. The solution is already in use across both the NFL and NBA in North America.
Genius will partner with the league and its broadcast partners to power augmented altcasts. This will see real-time game insights such as shot speeds, player names and pitch minimaps integrated into live broadcasts.
Meanwhile, GeniusIQ will power Semi-Automated Offside Technology in Liga MX and equip teams with the Genius Performance Studio analytics and video platform.
“Liga MX is the most-watched soccer league in the United States and a growing force in North American sport,” said Sean Conroy, executive vice president for North America at Genius. “This partnership gives Liga MX the infrastructure to grow the league on and off the field.”
Edgar Martínez, vice president of content at the Mexico Football Federation, added: “At Liga MX, we are very happy to close this partnership with Genius Sports, as it represents a significant step in elevating our competition to the standards of the world’s leading leagues.”
Dingnews.com 06/05/2026