The sports betting boom in the U.S. over the last six years has been predictably successful for the major sports leagues across the country. After the NFL, MLB, NBA and NHL made a U-turn to support the repeal of PASPA and reap the rewards of sports betting, each of the major leagues have penned deals with sportsbooks and built up a considerable profile in betting.
But, what about the other sports in the U.S.? While perhaps not at the same level of fanbase as the NFL, dozens of other sports leagues possess incredibly passionate and loyal fans. However, fans’ access to betting on these sports have been limited as sportsbooks focus on the big four leagues.
That is until the emergence of ALT Sports Data, a company which aims to bridge the gap between the major sportsbooks and the adventure and lifestyle sports in the U.S. SBC Americas has previously documented how the company was formed with Chief Executive Joe Dunnigan teaming up with Chief Marketing Officer Todd Ballard, and the duo’s aim to tap into the lifestyle sports market.
One such league that ALT Sports Data has teamed up with is the National Hot Rod Association, one of the country’s biggest governing bodies of motorsports. The NHRA, which has over 35,000 members and over 25,000 racers competing across 20 different categories, has recently tapped into the sports betting boom with help from ALT Sports Data.
The NHRA’s Chief Development Officer and VP of Sales, Brad Gerber, tells SBC Americas that the league views sports betting as a valuable tool for securing an even more dedicated and loyal fanbase.
“Ultimately, we want to engage and grow our fanbase and formalize what has been a part of drag racing since the inception of our sport,” says Gerber. “Research shows people who bet and play fantasy sports are almost 50% more likely to watch or track the sport they are wagering on.”
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