Genius Sports set to buy gambling media brand Legend in $1.2B deal

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Genius Sports activities Restricted confirms a $1.2 billion deal to amass sports activities and playing media community Legend, making a “totally built-in sports activities and gaming media community”.

Genius Sports activities announced the $1.2 billion acquisition of Legend on February 5, with $900 million paid out at closing and an earnout of as much as $300 million. The massive-figure deal is anticipated to usher in $1.1 billion in Group Income for Genius Sports activities, in addition to between $320 and $330 million in Group Adjusted EBITDA with roughly 50% free money move.

This can be a historic day for Genius Sports activities as we announce the acquisition of Legend.

Collectively, we’re the one firm working at scale throughout each official sports activities knowledge, and media and promoting.

Learn the press launch: https://t.co/VII9AOajzR pic.twitter.com/rxIT762TNJ

— Genius Sports activities (@GeniusSports) February 5, 2026

The corporate is eyeing Legend’s monetization of sports activities audiences throughout its community, making point out of “world-class advertising expertise powering owned and operated digital properties” and partnerships with main media manufacturers like Sports activities Illustrated and Yahoo Sports activities. Plainly Genius Sports activities is trying to increase its attain additional, tapping into Legend’s connections with present sportsbooks, playing merchandise, and advertisers as the sports betting industry continues to thrive in the US.

“This deal accelerates our strategic and monetary goals, supercharges fan monetization, and builds a completely built-in sports activities and gaming media community,” stated CEO of Genius Sports activities Mark Locke. “For Genius Sports activities and our world companions, it delivers extra knowledge, extra viewers, extra stock and better monetization of sports activities followers. The acquisition of Legend will drive larger margins and stronger free money move, positioning Genius Sports activities to right away rework the market and develop the dimensions and scale of our enterprise.”

What is going to this partnership appear to be in observe?

The press launch means that Genius Sports activities will search to mix Legend’s community into FANHub, the corporate’s sports activities fan activation platform.

“Becoming a member of forces with Genius Sports activities brings collectively two world-class groups, unlocks unparalleled development alternatives for our companions and merchandise, and offers us an excellent stronger platform to scale,” stated Nick Kisberg, founding father of Legend. “I’m immensely happy with what we’ve constructed and the a long time of onerous work which have introduced us right here right this moment.”

Genius Sports activities inventory is down about 10% at market open after the acquisition of gaming affiliate marketing online and media firm Legend pic.twitter.com/Mu2zsylmrW

— Dustin Gouker (@DustinGouker) February 5, 2026