NHRA Partners with ALT Sports Data in Exclusive Global Sports Betting Data Rights Agreement

INDIANAPOLIS, IN – May 15, 2024 – (Motor Sports NewsWire) – NHRA officials announced today an exclusive partnership with ALT Sports Data, a leading provider of cutting-edge sports data and analytics solutions. As part of the agreement, ALT Sports Data will become the sole distributor of sports betting data for NHRA Mission Foods Drag Racing Series events, strengthening its leading position as a major operator in the sports data and betting market.

Based in San Diego, ALT Sports Data is renowned for its expertise in providing exclusive and official trading data and consumer data. Leveraging its proprietary trading platform, this collaboration with NHRA will help pave the way for legal and official sports betting on NHRA Mission Foods Drag Racing Series events, offering fans a dynamic and innovative way to engage with the incredible action of NHRA drag racing.

As part of the partnership, ALT Sports Data will help bring NHRA fans a robust betting experience that offers real-time statistics, odds and insights. The partnership gives NHRA fans a greater opportunity to engage with race teams more than ever before, as well as the chance to receive more detailed information about what’s happening on the track through the sharing of information with ALT Sports Data.

“We’re thrilled to partner with ALT Sports Data, which is a proven and highly-respected name in the sports data world, and this represents the start of an exciting and bold new step for NHRA,” NHRA Vice President and Chief Development Officer Brad Gerber said. “Partnering with ALT Sports Data puts NHRA on the best path forward to work with legal and official sports betting entities. It’s going to be a terrific way for our fans to engage and interact with NHRA drag racing on a whole new level.”

Todd Ballard, Co-Founder and Chief Marketing Officer of ALT Sports Data, expressed his personal enthusiasm about the partnership, stating, “At ALT Sports Data, we are committed to enhancing the fan experience and driving engagement in the sports we admire. Our collaboration with NHRA will provide a gateway for a broader audience to immerse themselves in the excitement of the world’s premier drag racing series, through legal sports betting.”

NHRA, together with ALT Sports Data, is also deeply committed to maintaining the integrity of the sport. This partnership will uphold the highest standards of data accuracy and security, and through a partnership with IC360, NHRA will aim to capitalize on the growing popularity of the NHRA Mission Foods Drag Racing Series while also ensuring a safe, secure, and entertaining betting experience for its fans around the world.


ALT Sports Data is the leading source of official and unofficial alternative sports trading data unlocking millions of participatory fans and potential bettors for sportsbook operators, media platforms and event producers. This enables partners to offer real-time dynamic trading data from a robust sports portfolio and engage with one billion global alternative sports fans. The proprietary trading platform covers the full wagering lifecycle for all offered events. Pre-match and live odds service generates independent, algorithm-driven, and mathematically correct betting markets using dedicated models. Where available, specialist sports seamlessly incorporate in-play betting markets aligned with the enthralling nature of the associated live sports.

For more information on ALT Sports Data, please email connect@altsportsdata.com or visit altsportsdata.com.


Headquartered in San Dimas, Calif., NHRA is the primary sanctioning body for the sport of drag racing in the United States. NHRA presents 20 national events featuring the NHRA Mission Foods Drag Racing Series and NHRA Lucas Oil Drag Racing Series, as well as the Congruity NHRA Pro Mod Drag Racing Series presented by LearnEV+, NHRA Flexjet Factory Stock Showdown™, NHRA Holley EFI Factory X and Johnson’s Horsepowered Garage NHRA Mountain Motor Pro Stock at select national events. NHRA provides competition opportunities for drivers of all levels in the NHRA Summit Racing Series and NHRA Street Legal™. NHRA also offers the NHRA Jr. Street® program for teens and the Summit Racing Jr. Drag Racing League® for youth ages 5 to 17. With 110 Member Tracks, NHRA allows racers to compete at a variety of locations nationally and internationally. NHRA’s Youth and Education Services® (YES) Program reaches over 30,000 students annually to ignite their interest in automotive and racing related careers. NHRA’s streaming service, NHRA.tv®, allows fans to view all NHRA national events as well as exclusive features of the sport. In addition, NHRA owns and operates three racing facilities: Gainesville Raceway in Florida; Lucas Oil Indianapolis Raceway Park; and In-N-Out Burger Pomona Dragstrip in Southern California. For more information, log on to www.NHRA.com, or visit the official NHRA pages on Facebook, Instagram, Twitter, and YouTube.

Source: National Hot Rod Association

NHRA Mission Foods Drag Racing Series


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