ALT Sports Data Strengthens Trading & Partner Outcomes: Welcome, Adam Varey

CARLSBAD, CA (November 6, 2025) - ALT Sports Data, the global leader in engagement solutions and official data for emerging sports, today announced that Adam Varey has joined the company as Senior Director of Trading Operations.

With more than two decades of global experience in sports trading and risk management, Adam Varey brings proven leadership in building and scaling high-performing trading operations. He previously served as Trading Director for Betfred Sportsbook (U.S.), where he led trading strategy, optimized performance across retail and digital channels, and played a key role in the brand’s expansion across ten regulated states. Prior to that, he spent nearly twelve years with the Sporting Group (U.K.), overseeing trading and risk functions across B2B and B2C divisions while helping drive product innovation for some of the industry’s leading platforms.

In his new role, Varey will collaborate across all areas of ALT Sports Data to enhance betting products, elevate pricing and market-making standards, and strengthen partnerships with leading sportsbooks and operators to maximize performance and accelerate new initiatives.

“Adam’s deep trading expertise and partner-centric approach are exactly what ASD needs as we scale,” said Joe Dunnigan, Founder & CEO of ALT Sports Data. “He’ll help sharpen our pricing, expand product breadth, and collaborate with operators to create high-integrity markets that drive engagement and sustainable growth.”

“ALT Sports Data is uniquely positioned, combining official and exclusive data rights with a modern trading platform and a powerful fan demand engine,” said Adam Varey. “I’m excited to help deliver best-in-class pricing, more dynamic markets, and measurable results for our sportsbook partners.”

This appointment underscores ALT Sports Data’s continued growth and commitment to innovation, powering regulated betting markets and fan engagement across an expanding roster of alternative and emerging sports.

ABOUT ALT SPORTS DATA

ALT Sports Data powers the future of sports engagement through official and exclusive data partnerships across over 27 alternative and emerging sports, collectively reaching over 200M social media fans. The company empowers sports properties to deepen fan connections through innovative products and services spanning data capture and distribution, gaming, and streaming. Its proprietary trading platform, [PRTL], delivers real-time odds, pricing, and engagement tools to the world’s leading sportsbooks. ASD’s owned media entity, NXTbets.com, serves as a consumer-facing destination that partners with leagues to guide fans through the inform–watch–wager experience. Additionally, ALT Sports Data develops custom products enabling sports betting within unique disciplines, including the recently launched AXS, the first end-to-end combat sports betting data capture and distribution platform. 

For more information on ALT Sports Data, visit altsportsdata.com or email connect@altsportsdata.com