Formula One has agreed a betting data partnership with trading and customer data company ALT Sports Data.
Contract:
- ALT Sports Data named Formula One’s official betting data supplier
- San Diego-based firm will develop betting focused real-time predictive analytics for the series
- Company will also organise proprietary data and priced odds solutions for the gambling industry
Context:
The collaboration will enable Formula One fans to bet on new markets, while also knowing that the data that sits behind the betting system is accurately researched. Formula One claims that this will be a ‘significant milestone’ in the evolution of betting.
The pact comes as US sports betting revenue increased by 25.4 per cent in 2024 to a new record of US$13.71 billion, according to the American Gaming Association (AGA), with the States an increasingly crucial market for the series.
Comment:
Emily Prazer, chief commercial officer for Formula One, said: “Sports betting is an increasingly important part of the global fan experience, and Formula One 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.”
Coming next:
The 2025 Formula One season gets underway with the Australian Grand Prix from 14th to 16th March.
Go deeper:
- Breaking down F1’s sponsorship portfolio ahead of the 2025 season
- Where is the next new F1 race going to happen?
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