ALT Sports Data Appoints Jake Cassaday as Chief Executive Officer

Proven sports media and technology executive to lead next phase of growth across global league and sportsbook partnerships

Carlsbad, CA (May 12, 2026) - ALT Sports Data (ASD), the global leader in engagement solutions and official data for emerging and alternative sports, today announced the appointment of Jake Cassaday as Chief Executive Officer.

Cassaday brings more than 15 years of experience building, scaling and investing in sports media, technology, and betting-related businesses. He most recently served as Chief Operating Officer of Playmaker Capital and, following its acquisition, as CEO (Canada) and SVP of Strategy & M&A at Better Collective.

 In his new role, Cassaday will lead ALT Sports Data's executive team and oversee the next phase of growth across both sides of the company's platform: the products and services ASD deliver to its league partners, and the market-leading solutions the company provides to sportsbook operators and media partners worldwide.

Cassaday will work closely with co-founders Joe Dunnigan and Todd Ballard. Dunnigan will transition into the role of Founder and Chief Commercial Officer, where he will focus on expanding and strengthening the company’s global sportsbook and operator relationships, as well as driving commercial outcomes across its distribution network.

“Jake has a proven track record of building and scaling businesses across sports media and betting,” said Joe Dunnigan, Founder and Chief Commercial Officer of ALT Sports Data. “As we continue to grow our global operator footprint, his leadership will be critical in ensuring we fully capitalize on the breadth of opportunities across our league portfolio and deliver best-in-class products to our sportsbook partners.”

“We’ve built a strong foundation with official data partnerships across some of the most exciting sports in the world,” said Todd Ballard, Co-Founder, President and Chief Growth Officer of ALT Sports Data. “Jake is the right leader to help us scale that foundation- bringing structure, focus, and execution to the significant commercial opportunity in front of us as we continue to expand our portfolio.”

ALT Sports Data currently supports a growing portfolio of official data partnerships, including Formula 1, World Surf League, X Games, Bare Knuckle Fighting Championship, and SuperMotocross World Championships. The company’s proprietary data, pricing models, and real-time infrastructure power dynamic betting markets and fan engagement experiences for leading sportsbook operators worldwide.

The appointment comes during a period of strong momentum for the company, including its recently announced partnership with Caesars Entertainment to power a next-generation Formula 1 betting product across Caesars Sportsbook and William Hill platforms.

"ALT Sports Data is operating in one of the most exciting corners of sports today: emerging leagues are scaling into global commercial properties, and the ways fans engage with them are multiplying," said Cassaday. "Joe, Todd, and the team have built real commercial momentum and a genuinely differentiated rights portfolio, with a runway to expand both our product offering and the channels we power. I'm energized to help take what they've built and scale it into the league-first operating platform this category needs."

Prior to Playmaker Capital, Cassaday was a Partner at Relay Ventures, where he focused on early-stage investments in technology companies. He holds an MBA from the Rotman School of Management and a BA from McGill University.

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ABOUT ALT SPORTS DATA

ALT Sports Data (ASD) is building the operating system for emerging and alternative sports, partnering with leagues and rights holders that command large, passionate, and highly engaged global fan bases. From tier-one properties like Formula 1 to the fastest-growing emerging leagues, ASD captures, structures, and transforms event data into scalable products for distribution and commercialization across a global ecosystem.

Through its proprietary data and technology infrastructure, ASD powers real-time experiences, drives fan engagement, and unlocks new revenue streams. Positioned at the intersection of sports, media, technology, and global, regulated gaming, ASD helps partners maximize the value of their data, expand their reach, and elevate a diverse portfolio spanning motorsports, combat sports, action sports, and a wide spectrum of culturally distinct, globally followed sports properties that sit beyond traditional sports frameworks.

Media Contact: ALT Sports Data: connect@altsportsdata.com