ALT Sports Data

ALT Sports Data (ASD) is a Carlsbad, California-based sports data and betting infrastructure company focused on emerging, alternative, action and lifestyle sports that fall outside the coverage of large incumbent data suppliers. The company acquires official data rights from leagues and rights holders, captures and normalizes event data, models and prices betting markets, and distributes real-time odds and pricing to sportsbook operators. Its stated aim is to give operators a path to offering betting markets on alternative leagues whose fan bases are large and engaged but under-served by traditional betting products.

The business is organized around four operational pillars: league services (official data rights agreements, marketing and integrity solutions for rights holders), product development (data science, technical infrastructure and distribution), media (the owned-and-operated NXTbets content and affiliate platform, which directs users to regulated sportsbooks), and game creation (formats beyond conventional betting, including social gaming, peer-to-peer contests, daily fantasy sports and free-to-play products). Product lines include PRTL, an auto-manual trading platform that lets traders export real-time betting markets without an API integration; AXS, an end-to-end combat sports data platform covering MMA, boxing, kickboxing, Muay Thai, wrestling and grappling; and VLT, a tiered sports-integrity program built on governance, education and implementation with an assess-score-recommend baseline.

ASD also operates a developer platform offering APIs, SDKs (npm and pip packages) and an MCP server that exposes live events, odds and futures to AI agents and clients such as Claude and Cursor, with coverage advertised across 29 or more leagues through a single normalized schema.

Founding story

The company was founded in 2021 by former GoPro executives Joe Dunnigan and Todd Ballard.

Business model

ASD monetizes official league data rights across several revenue lines: licensing data and real-time odds to sportsbooks and other operators, demand generation through its NXTbets affiliate media platform (earning commissions when fans are onboarded into sports betting and daily fantasy products), and league-aligned services such as marketing and integrity programs. Products are delivered as tiered offerings that scale with the size and maturity of the league or operator.

Revenue is described as coming from data licensing, demand generation (affiliate commissions via NXTbets) and league-aligned services, with tiered service levels for leagues and sportsbooks.

Traction

As of the April 2025 funding announcement, the company reported a portfolio of more than 25 premier sports properties and demand-generation reach of 175+ million fans, with NXTbets adding thousands of new users monthly. Press coverage cited 17 official league rights agreements and 35 commercial partnerships since inception, and globally exclusive partnerships with Formula 1, X Games, SuperMotocross League and Athletes Unlimited, plus relationships with the World Surf League, Bare Knuckle Fighting Championship, and sportsbooks including FanDuel and DraftKings. The developer platform advertises coverage of 29+ leagues, 100% event coverage and more than 10,000 futures/outrights, pre-match markets and live heats.

Latest developments

Following the April 2025 raise, the company said it would expand its portfolio of interactive tools and partnerships and invest in proprietary games beyond betting. Its current product set includes the VLT integrity program and the AXS combat sports platform alongside PRTL, and it has launched a developer platform with APIs, SDKs and an MCP server for AI agents covering 29+ leagues.