Legora bets on baseball's biggest brand to fuel US growth

Legora has struck a sponsorship deal with baseball star Aaron Judge and the New York Yankees, as the legal AI startup ramps up its push into the US market and leans further into sport as a marketing channel.

The multi-year agreement will see the Swedish-founded platform become an official partner of both Judge - one of the highest-paid players in the sport - and the Yankees, the most valuable club in Major League Baseball, thought to worth around $8.5 billion.

The move is the latest in a series of sports-focused partnerships for Legora, which earlier this year signed a long-term deal with Swedish PGA Tour golfer Ludvig Åberg.

Rival legal AI company, US-founded Harvey, has also been turning to elite sport to build brand recognition. It has partnered with football clubs including Paris Saint-Germain, Fulham and VfB Stuttgart as it looks to grow market share in Europe.

US push

The deal comes as Legora continues to prioritise growth in the US. The company opened its first New York office in March last year and is expanding into Houston and Chicago, alongside its existing bases in New York and Denver.

That expansion has been backed by major funding. In March, Legora raised $550 million in a Series D round, saying it would use the capital to accelerate its US growth strategy. The company has also said it recently surpassed $100 million in annual recurring revenue, less than 18 months after launching.

Legora chief executive Max Junestrand said: “Preparation and precision are the foundation of everything we build. Aaron Judge and the New York Yankees embody that standard. This partnership reflects what Legora stands for at its core.”