San Diego-based ALT Sports Data has entered into an official betting data partnership with the Formula 1 motor-racing series.
Under the terms of the deal, announced today (28 February), ALT Sports Data becomes the official betting data supplier to Formula 1. The length of the new agreement has not been disclosed.
ALT Sports Data will develop betting-focused, real-time predictive analytics for Formula 1. The data specialist will also supply proprietary data and priced odds solutions for the wagering sector.
Formula 1 said the partnership will help to expand its betting options, with more markets being made available to fans. It added that working with ALT Sports Data will ensure betting data is accurate, consistent and ratified.
Formula 1 eyes greater fan engagement
The series also said the deal will offer fans new ways to interact with the sport, with more betting options to increase engagement with Formula 1.
“Sports betting is an increasingly important part of the global fan experience,” Formula 1 chief commercial officer Emily Prazer said. “[We are] committed to delivering new and entertaining ways for our audiences to engage with the sport.”
ALT Sports Data co-founder and chief marketing officer Todd Ballard also talked up the potential of the deal. He said it will increase engagement with a fanbase of 750 million people worldwide.
“Formula 1 has an unmatched combination of speed, strategy and innovation,” Ballard said. “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.”
Developing relationship with betting
ALT Sports Data becomes the latest gambling-related partner for Formula 1, with several other deals having been announced in recent weeks.
Earlier this month, global lottery operator Allwyn entered into a multi-year partnership with Formula 1. The two parties will work together on community and socially focused projects around the world.
Also this month, Allwyn became an official partner of the McLaren Formula 1 Team.
Gambling brands are also becoming more visible in other areas of the sport. Crypto-operator Stake has sponsored Sauber Group’s F1 team since 2024 as its exclusive title partner.
