Formula 1 is onboarding ALT Sports to handle its data delivery channels to enhance F1 betting opportunities.
Formula 1 has announced a new partnership with ALT Sports Data Inc, naming the company its official betting data supplier.
ALT Sports Data specialises in trading and consumer data for action and emerging sports. Through this collaboration, the company will work to enhance responsible and regulated sports betting within Formula 1.
As part of its role with Formula 1, ALT Sports Data will develop real-time predictive analytics for races to give bettors enhanced data. It will also provide “proprietary data and priced odds” solutions specifically designed for sports betting.
“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,” commented Formula 1 chief commercial officer, Emily Prazer.
“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.”
This initiative is designed to create new betting opportunities while ensuring that the data behind the system remains accurate, consistent, and verified.
By integrating advanced predictive analytics, the partnership will allow for the expansion of betting markets, offering fans additional ways to engage with the sport.
Enhancing the F1 experience
The introduction of real-time predictive analytics is expected to enhance the experience of those placing bets on Formula 1 races.
ALT Sports Data will use proprietary data solutions to improve market efficiency and ensure the accuracy of odds provided to sportsbooks.
The aim is to bring more transparency and reliability to Formula 1 betting markets, allowing sportsbooks and bettors to make informed decisions based on accurate and vetted data.
This aligns with Formula 1’s broader goal of increasing overall fan engagement through innovative betting opportunities.
This deal adds to Formula 1’s growing portfolio of gambling-related partnerships. Earlier in the month, global lottery operator Allwyn entered into a multi-year agreement with the sport.
The partnership between Allwyn and Formula 1 will focus on community-based and socially driven projects worldwide.
Also this month, Super Group partnered with Atlassian Williams Racing in a new F1 agreement.
In addition to its deal with the sport itself, Allwyn also became an official partner of the McLaren Formula 1 Team, further extending its presence within the racing industry.
Beyond ALT Sports Data and Allwyn, other gambling-related brands have been increasing their visibility within Formula 1. Since 2024, cryptocurrency-based betting operator Stake has served as the exclusive title partner for the Sauber Group’s F1 team.
This reflects a broader trend of sports betting and gambling companies seeking partnerships within Formula 1, leveraging the sport’s global reach to expand their brands and attract bettors.