ALT Sports Data, a company based in San Diego, has entered into an official agreement with Formula 1 to provide betting data. Under the contract, the company becomes the exclusive supplier of betting data for the category. The duration of the agreement was not revealed.
Firstly, ALT Sports Data will develop real-time predictive analytics aimed at the betting market. Likewise, the company will provide proprietary data and odds pricing solutions to the industry.
According to Formula 1, this partnership will expand the betting options available to fans. Additionally, collaboration will ensure data is accurate, consistent, and validated.
Expanding Formula 1 fan engagement
Formula 1 highlighted that the agreement will provide new ways of interacting with the sport. According to the organization, more betting markets will be offered to increase public engagement.
Emily Prazer, commercial director at Formula 1, said: “Sports betting is a growing component of the global fan experience. We are committed to offering innovative and fun ways for the public to engage with sport.”
On the other hand, Todd Ballard, co-founder and marketing director at ALT Sports Data, highlighted the potential of the agreement. He highlighted that the project could impact a base of 750 million fans around the world.
“Formula 1 combines speed, strategy and innovation in a unique way,” said Ballard. “We are excited to redesign the betting experience for both fans and punters using our pricing solutions, live markets and micromarkets.”
Strengthening the betting sector
ALT Sports Data is Formula 1’s latest betting partner. In recent weeks, the category has announced other relevant agreements
In early February, global lottery operator Allwyn entered into a multi-year partnership with F1. The two parties will collaborate on social and community projects around the world.
Recently, Allwyn became an official partner of the McLaren Formula 1 team. At the same time, betting brands are becoming more visible in the sport. Since 2024, cryptocurrency operator Stake has been the title sponsor of the Sauber Group team.
This movement reinforces the growing integration between the betting universe and high-performance motorsport.
