Motor racing’s prestigious Formula 1 (F1) has brought in the ALT Sports Data firm as its betting data supplier.
Through a partnership unveiled today, ALT – based in San Diego – will develop “real-time predictive analytics” with a betting focus for F1.
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This represents a major expansion in terms of F1 growing its potential betting-related revenue streams.
The aim is to enable fans to bet on new markets, with F1 saying the data that sits behind the system will be “accurate, consistent, and ratified.”
This deal has been announced with less than a month to go before the start of the new Formula 1 season on March 16. Testing for the series is taking place in Bahrain currently.
Emily Prazer, F1’s chief commercial officer, commented: “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.”
Todd Ballard, co-founder and chief marketing officer at ALT Sports Data, added: “F1 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.”
Early January saw ALT secure a contract to distribute global sports betting data rights for motorcycling’s SuperMotocross (SMX) League.
Last year, meanwhile, the firm agreed betting data partnerships with Athletes Unlimited, the US network of professional women’s sports leagues, and a betting data deal with the National Hot Rod Association, the US governing body for drag racing.
Also in 2024, ALT Sports Data secured £2.5 million in funding as part of a seed round to accrue capital to expand its activities.
F1, meanwhile, has recently struck a deal with multi-national lottery operator Allwyn, which becomes a global partner for the series.
Innovation and technology were described as the factors at the heart of that deal.
The series’ F1 Academy all-female development category, meanwhile, has been added to the overall partnership between F1 and French luxury goods conglomerate LVMH.
LVMH brand Tag Heuer was recently unveiled as the main F1 series’ official timekeeping partner, and that designation has now been extended to the F1 Academy series.
In addition to the timekeeping element of this specific deal, Tag Heuer has designed one of the partner liveries for the 2025 F1 Academy season, with the ‘Tag Heuer operated by Hitech’ car to be driven by Australian Aiva Anagnostiadis. She will also wear a specific Tag Heuer race suit, with the watchmaker’s red, white, and black brand colors.
The 2025 F1 campaign gets underway in Melbourne, Australia, in mid-March, with 24 races set to take place.
The F1 Academy season, meanwhile, runs between March 22 in Shanghai and November 22 in Las Vegas.
