Genius Sports has completed its previously announced acquisition of Legend, adding a global digital sports and gaming media network to its portfolio and expanding beyond its core real-time sports data business.

London-based Genius Sports said the acquisition positions the company as an operator of two complementary businesses: official sports data services and media and advertising. The company has built its reputation as a provider of sports data, technology and broadcast solutions for leagues, sportsbooks, brands and broadcasters worldwide.

Legend generated 320 million annual visits in 2025 from 118 million unique visitors, according to the company. More than two-thirds of those users were repeat visitors, suggesting strong engagement across its sports betting, casino and gaming information platforms.

The acquisition significantly expands Genius Sports’ direct consumer reach at a time when sports betting and iGaming-related media continue to attract advertiser demand and affiliate marketing revenue.

Chief Executive Officer Mark Locke said the combination extends the company’s role in the sports ecosystem from backend infrastructure to fan engagement and transaction-driven moments.

“Genius Sports has spent years building the data infrastructure behind modern sport,” Locke said. “With Legend, we now extend that into the moment where fans choose to participate and act.”

He added that the acquisition should strengthen the company’s core sports business while creating new monetization opportunities in iGaming and increasing overall platform cash flow.

Genius Sports is best known as an official data and technology partner to more than 1,000 sports organizations globally. Its client roster includes the NFL, English Premier League, NCAA, DraftKings, FanDuel, bet365, CBS, NBC and ESPN.

The company operates in more than 150 countries, supplying data feeds, broadcast enhancements, betting technology and fan engagement products. It has increasingly emphasized artificial intelligence, computer vision and big data tools to develop products such as automated officiating systems, personalized marketing activations and immersive wagering experiences.