SBC News Voice of the Sports Betting Industry
Formula 1 (F1) has announced that the management and distribution of its betting data will be handled by ALT Sports Data.
As confirmed by F1, ALT Sports Data will serve as the “Official Betting Data Supplier,” tasked with developing “betting-focused real-time predictive analytics” and “proprietary data and priced odds solutions for the wagering industry.”
Founded in 2021, ALT Sports Data is a San Diego-based sports technology group that engineers “independent algorithm-driven modules” to enhance the commercial capabilities of sports data for betting utilities.
ALT Sports is reported to have raised $2.5m in venture capital last year, backed to take on the mandate of developing betting data rights for “action and emerging sports.”
In 2018, F1 launched its data IP for sports betting via a commercial partnership with Interregional Sports Group (ISG). The partnership selected NYSE-listed technology group Sportradar AG as its lead data and integrity partner.
In a first for motorsport, F1’s partnership with Sportradar focused on trackside data capture for Grand Prix races. Furthermore, F1 joined other high-profile sports in becoming part of Sportradar’s Fraud Detection System.
Dealmakers cited: “This marks a significant milestone in the evolution of Formula 1 betting, expanding market opportunities and offering fans new ways to interact with the high-speed action of the sport.”
Emily Prazer, Chief Commercial Officer for Formula 1, said: “Sports betting is an increasingly important part of the global fan experience, and Formula 1 is committed to delivering new and entertaining ways for our audiences to engage with the sport.
“We are delighted to partner with ALT Sports Data, whose expertise in bespoke sports betting markets and analytics makes them the perfect partner to help us drive forward in this exciting new chapter.”
F1 announced its new betting data supplier ahead of the start of the FIA F1 World Championship at the Melbourne Grand Prix on 14 March.
2025 marks the 75th anniversary of the F1 World Championship, recognised as the world’s most popular motorsport discipline and the pinnacle of professional racing, engaging a global audience of 750 million viewers.
Todd Ballard, Co-Founder and Chief Marketing Officer of ALT Sports Data, added: “It has an unmatched combination of speed, strategy, and innovation, so we are thrilled to reimagine the sports betting experience for both Formula 1 fans and sports bettors alike by leveraging our industry-leading capabilities in pricing, live markets, and micro-market solutions.
“Our goal is to create deeper engagement, enhance the live race experience, and drive meaningful connections between Formula 1 and its dedicated global audience.”
