ALT Sports Data Names Neale Deeley as SVP of Sportsbook

Author: Mateusz Mazur

Date: 23.07.2025

ALT Sports Data has appointed veteran betting executive Neale Deeley as Senior Vice President of Sportsbook, tasking him with expanding betting markets for emerging sports properties. Deeley joins from Sportradar where he spent over eight years, most recently serving as Managing Director of US Betting.

Two Decades of Betting Experience

Deeley brings extensive experience from his time at Sportradar, where he played key roles in growing official data rights partnerships and launching new betting solutions. His appointment signals ALT Sports Data’s push to monetize its portfolio of exclusive sports properties through regulated betting markets.

In his new position, Deeley will lead global sports betting strategy, focusing on market expansion and deepening operator partnerships. He’ll work directly with sportsbooks and gaming partners to build scalable betting products that create new revenue streams across ASD’s emerging sports portfolio.

“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,” said Joe Dunnigan, Founder and CEO of ALT Sports Data.

Emerging Sports Meet Betting Infrastructure

ALT Sports Data specializes in creating betting infrastructure for sports that traditionally lacked wagering options. The company holds partnerships with Formula 1, X Games, World Surf League, and SuperMotocross World Championships, among others. These properties attract younger demographics but often struggle to monetize through traditional betting channels.

The company’s proprietary PRTL trading platform generates real-time odds and pricing for these emerging sports. This technology enables sportsbooks to offer dynamic betting markets without building their own infrastructure for niche competitions.

“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,” Deeley said. “ASD’s model is built for the future, and I’m excited to help bring that vision to life.”

Bridging Content and Commerce

ALT Sports Data operates at multiple levels of the sports betting ecosystem. Beyond providing data and odds, the company runs NXTbets.com as an owned media property and claims its demand generation tools reach over 175 million fans. This vertical integration allows ASD to control the entire fan journey from content discovery to bet placement.

The approach differs from traditional data providers who focus solely on odds and statistics. By combining media, marketing, and betting technology, ALT Sports Data can introduce emerging sports to betting audiences while providing operators with ready-made customer acquisition channels.

Deeley’s hire suggests the company plans to accelerate this integrated approach. His experience at Sportradar included both data partnerships and product development, skills that align with ASD’s multi-faceted business model.