NHRA and ALT Sports Data enter exclusive partnership

May 14, 2024
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ALT Sports Data will become the sole distributor of sports betting data for NHRA Mission Foods Drag Racing Series events.

The National Hot Rod Association (NHRA) has announced a new partnership with data and analytics provider ALT Sports Data. ALT Sports Data provides exclusive and official trading data and consumer data. 

This collaboration will help pave the way for legal and official sports betting on NHRA Mission Foods Drag Racing Series events. ALT Sports Data will become the sole distributor of sports betting data for the events.

"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,” ALT Sports Data Co-Founder and Chief Marketing Officer Todd Ballard said. 

NHRA VP and Chief Development Officer Brad Gerber expressed his excitement as well by commenting, “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. 

“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."

NHRA also partnered with IC360, aiming 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. 

The NHRA has races approaching quickly with the Route 66 Nationals taking place May 17-19 and the New England Nationals May 31 through June 2.


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