F1 To Drive Betting Engagement With New Partnership

Formula 1 has announced a partnership with ALT Sports Data, a leading San Diego-based company specialising in trading and consumer data for action and emerging sports to drive responsible and regulated sports betting in the sport.

As part of the collaboration, ALT Sports Data will develop betting-focused real-time predictive analytics, proprietary data solutions, and priced odds tailored specifically for the wagering industry.

This cutting-edge integration will enable Formula 1 fans to engage with the sport in a new way, betting on dynamic and innovative markets backed by accurate, consistent, and ratified data.

Commenting on the partnership, Formula 1 chief commercial officer, Emily Prazer, 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,” Prazer said.

Co-founder and chief marketing officer of ALT Sports Data, Todd Ballard, added: “Formula 1 is one of the biggest and most prestigious global sports brands, captivating a large and passionate fanbase of 750 million people worldwide.”

“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,” he said.

By leveraging ALT Sports Data’s expertise, bettors will have access to an improved betting experience with precise, data-driven insights that reflect the ever-changing nature of Formula 1 races.

This move also aligns with Formula 1’s broader strategy to enhance fan engagement through digital innovation while maintaining a strong emphasis on responsible betting practices. With the sport’s global popularity continuing to rise, this partnership is expected to introduce a new wave of excitement and engagement for fans and wagering operators alike.

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