Macfarlanes advises Genius Sports on acquisition of Legend for up to $1.2bn

Macfarlanes has advised longstanding client Genius Sports (NYSE: GENI), one of the world’s largest sports technology companies, on the acquisition of Legend, the global digital sports and gaming media network, in a transaction valued at up to $1.2bn. 

Genius Sports is the official data, technology and broadcast partner that powers the global sports, betting and media ecosystem. Its technology is used in over 150 countries and is the trusted partner to over 1,000 sports organisations, including major leagues, teams, sportsbooks, brands, and broadcasters such as the NFL, English Premier League, NCAA, DraftKings, FanDuel, bet365, Coca-Cola, EA Sports, CBS, NBC, and ESPN. 

Legend is a global digital sports media business which monetises sports audiences through a scaled media network, with world-class marketing technology powering owned and operated digital properties. With a team of over 800 employees, Legend’s marketing and data-powered engine is behind more than 25 world-class brands in sports and gaming. The acquisition will provide Genius Sports with a unique structural position as the only company operating two synergistic businesses across official sports data and media and advertising.

The transaction is expected to close in Q2 2026.

The Macfarlanes team was led by Head of M&A Howard Corney and M&A Partner Nicholas Page, supported by Senior Associate Victor Chu, and Associates Lucy McEvoy and Harris Grigoriou.

Competition advice was provided by Partner Malcolm Walton. Tax advice was provided by Partner Jeremy Moncrieff supported by Senior Associate Beth Leggate and Associate Vitalii Trachuk. Finance advice was provided by Partner Kirstie Hutchinson supported by Senior Associate Nils Gravenhorst and Associate Will Underwood. Commercial advice was provided by Partner Rosie Duckworth supported by Senior Associate Andrew Hill and Associates Tom Crowe and Katie Shingler. Employment advice was provided by Partner Hayley Robinson supported by Senior Associate Olivia Wistow-Hughes and Associate Isobel Lewis. Reward advice was provided by Partner Robert Collard and Senior Counsel Mark Petch. Real Estate advice was provided by Partner Clare Breeze, supported by Associate Maria Cannatella-Barcroft.

Howard Corney said: “Macfarlanes has advised Genius Sports over many years supporting it and its management team, led by CEO and Founder Mark Locke, through a number of significant events, including its listing on the NYSE in 2021. Throughout that time Macfarlanes has also provided the board with strategic advice on key decisions and supported Genius Sports across all aspects of its business.   

The acquisition of Legend marks a significant step in Genius Sports’ evolution, and we share Mark and his team’s excitement for the future as they build an innovative platform with the potential to redefine how sports fans engage and set a new benchmark for the industry.”