Sports data and analytics firm ALT Sports Data (ASD) has hired former Sportradar executive Neale Deeley to head up its sports betting operation.
In his new role as senior vice president of sportsbook, Deeley will lead the company’s global sports betting strategy, “spearheading market expansion, deepening operator partnerships, and accelerating the monetization of emerging sports through regulated betting markets.”
Go deeper with GlobalData
He will work closely with sportsbooks and gaming partners “to build scalable betting products that delivers unique fan engagement opportunities and new revenue streams across ASD’s portfolio of exclusive sports properties.”
To fuel its engagement strategy, ASD launched NXTbets, its owned-and-operated content platform for betting information, odds marketplaces, and sportsbook discovery.
Deeley has over two decades of industry experience and spent over eight years at sports technology heavyweight Sportradar, most recently as the managing director of US Betting, where he was credited with playing key roles in growing the footprint of official data rights and launching betting solutions.
Joe Dunnigan, founder and CEO of ALT Sports Data, said: “Neale’s deep expertise across the betting ecosystem, combined with his innovative approach to product and commercial partnerships and long-standing industry relationships, makes him an invaluable addition to our leadership team.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData“As we continue to unlock new value for sports properties and their fanbases, Neale’s leadership will be instrumental in driving adoption and innovation at scale.”
Deeley added: “I’m thrilled to join ALT Sports Data at such an exciting time. 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. ASD’s model is built for the future, and I’m excited to help bring that vision to life.”
The appointment comes during a period of significant growth for ASD, after announcing partnerships with several sports properties over the past year, including motor racing’s iconic Formula 1 series, motorcycling’s SuperMotocross League, global action sports events series X Games, and Athletes Unlimited, the US network of professional women’s sports leagues.
Earlier this year, ASD closed a $5 million funding round co-led by investment firms Relay Ventures and Eberg Capital, existing backers of the company.
