ALT Sports Data just brought on a familiar name in the betting world. Neale Deeley has signed on as Senior Vice President of Sportsbook. He joins the company at a time when the sportsbook data strategy is becoming central to its global push into alternative sports.

  • Deeley’s got more than two decades under his belt in the sports betting space, including a key stretch at Sportradar. While there, he helped grow the company’s US betting footprint and roll out data-driven betting tools. Now at ALT, he’s tasked with building out a sportsbook data strategy that fits fast-growing, non-mainstream sports.

  • He’ll lead global betting initiatives, strengthen operator relationships, and help turn niche sports into regulated betting opportunities. The aim is to deliver new ways for fans to engage and new revenue streams for sportsbook partners. He’ll be hands-on with creating scalable betting products around ALT’s exclusive sports rights.

  • ALT Sports Data has been building out a tech stack that lets sportsbooks offer dynamic odds and real-time betting for events like Formula 1, X Games, and SuperMotocross. These are sports that haven’t always had a strong betting infrastructure. With the right sportsbook data strategy, that’s starting to change.

  • “Neale’s deep expertise across the betting ecosystem and his industry relationships make him an invaluable addition,” said ALT CEO Joe Dunnigan. He also pointed to Deeley’s commercial mindset as a key to unlocking new value for both sportsbooks and sports properties.

  • Deeley said the timing was right. “There’s a massive opportunity to expand the boundaries of what sports betting can look like by powering it with authentic data, community-driven narratives, and a commitment to integrity,” he said. He called ALT’s model “built for the future.”

  • The move comes as ALT continues to scale up, having struck partnerships with properties like World Surf League, ISA Surfing, and Formula Drift. Its business is rooted in a sportsbook data strategy that blends official data rights, content, and a real-time pricing engine.

  • Behind it all is PRTL®, ALT’s proprietary trading platform that feeds odds, pricing, and engagement tools directly to sportsbooks. Their reach now includes over 175 million fans, with support from their in-house media network, NXTbets.com. That setup helps connect sportsbooks with bettors in ways traditional models don’t.

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