Major League Table Tennis partners with IC360, Alt Sports Data

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2025/02/19: IC360 expands partnership with ALT Sports Data 2025/03/03: Formula 1 partners with American sports betting supplier ALT Sports Data 2025/03/19: IC360 partners with the World Surf League to monitor suspicious online wagering activity 2025/02/26: IC360 partners with sports data provider LSports

The Backstory

How betting became the next step

Major League Table Tennis’ move to enable regulated wagering did not happen in a vacuum. The league is following a path cut by a growing cohort of sports properties that see betting as a fan acquisition tool, provided the right compliance guardrails are in place. Two vendors behind the league’s rollout, IC360 and Alt Sports Data, have been building a turnkey model that pairs integrity monitoring with data-driven odds and distribution for operators. Their recent moves across motor sports, action sports and global properties show how the pipes for legal wagering are being standardized — and why a smaller U.S. league would try to plug in now, ahead of a broader launch window next year.

The stakes are straightforward. Adding regulated markets can amplify viewership and time spent during events. But it raises exposure to match integrity risks, insider wagering and regulatory missteps. That is where a combined compliance and market-making stack has become the industry’s north star. IC360 and Alt Sports Data have been stress-testing that framework with leagues that face similar resource gaps and scheduling complexity as a new table tennis circuit.

A blueprint built by IC360 and Alt Sports Data

This season’s betting framework borrows heavily from the two companies’ expanded collaboration. In February, the firms said they would deliver a turnkey package that includes integrity monitoring, data modeling, odds distribution and affiliate marketing for leagues and operators. The joint approach is designed to wrap policy, education and enforcement around the same data feeds bookmakers use to price markets. Alt Sports Data framed the expansion as a way to give partners confidence they meet global standards, while IC360 emphasized its role in keeping programs fair and safe across North America. The model is laid out in IC360 expands partnership with ALT Sports Data.

That division of labor matters operationally. IC360 handles prohibited bettor detection, suspicious pattern alerts and training for athletes and staff. Alt Sports Data builds and distributes official pricing and bespoke markets that reflect the rhythms of niche or fast-paced sports. Packaging these services reduces friction for smaller properties that lack in-house trading teams or compliance departments. It also gives sportsbooks a single source for validated markets and integrity assurances, increasing the odds that more operators will list the events.

Proving the model in bigger arenas

The vendors’ credibility has also been shaped by high-profile work. Alt Sports Data stepped into the global spotlight by striking a deal to supply real-time predictive analysis and priced wagers for Formula 1’s betting efforts. The agreement, which aims to deepen live engagement with micro markets and tailored pricing, highlights the company’s ability to scale from emerging sports to one of the world’s most complex live products. That trajectory is detailed in Formula 1 partners with American sports betting supplier ALT Sports Data.

On the integrity side, IC360 has been widening its footprint with properties that carry different risk profiles. It recently rolled out monitoring for the World Surf League across multiple jurisdictions and time zones, a test of real-time alerting for events that move geographies and face varying regulatory regimes. The surfing partnership, and the firm’s prior deployment with the Southland Conference in college sports, underscore IC360’s push to normalize integrity dashboards across pro and amateur competition. See IC360 partners with the World Surf League to monitor suspicious online wagering activity for more.

Taken together, these projects show a pattern: use big-stage partnerships to refine the tooling, then apply the same stack to sports with similar live-betting cadence and fragmented schedules. Table tennis, with frequent matches and momentum swings, fits the type of micro-market engagement Alt Sports Data promotes while requiring the compliance vigilance IC360 specializes in.

Extending integrity tech across markets

Beyond league deals, IC360 has pursued distribution partnerships that push its monitoring tools deeper into operator ecosystems. The firm teamed with data provider LSports to bring its integrity dashboard to clients in Latin America, with plans to expand in North America. That arrangement embeds compliance capabilities alongside live data services in a region where regulatory frameworks vary widely. It signals that integrity tech is becoming a baseline expectation across sportsbooks and data suppliers, not just a league-side add-on. Details are in IC360 partners with sports data provider LSports.

The cross-border strategy matters for any league preparing to offer markets beyond a single state or country. As wagering expands, suspicious activity can hop jurisdictions quickly, making centralized alerting and policy enforcement critical. For a compact league calendar, the ability to monitor multiple markets in real time and flag anomalies before settlement helps preserve credibility with operators and regulators that may be cautious about listing new properties.

Fan engagement lessons from adjacent leagues

Leagues outside the mainstream have also been testing how betting-adjacent products can grow audiences. Major League Rugby’s partnership with Sparket introduced free-to-play and real money contests through a peer-to-peer, parimutuel model available in most U.S. states. While not a traditional sportsbook integration, the program shows how emerging competitions are using gaming mechanics to connect casual fans and build data on engagement ahead of deeper betting tie-ins. The approach is outlined in Sparket teams up with Major League Rugby.

These experiments serve as a proving ground for marketing and product strategies that regulated wagering can amplify. Free-to-play contests often prime fans for live odds and micro markets by teaching formats and timing. For a sport like table tennis, where matches can turn in minutes, campaigns that train fans to interact during key moments can translate directly into betting handle once regulated markets go live.

What this means for operators and regulators

For sportsbooks, a league coming to market with a vetted integrity and data stack reduces onboarding friction. Official feeds simplify pricing and settlement while minimizing data latency disputes. Compliance partners with multi-league track records lower perceived risk. That combination increases the likelihood that more operators will post lines early, which in turn drives customer awareness.

For regulators, a framework featuring prohibited-bettor controls, education for covered persons and cross-jurisdiction monitoring answers common concerns about new properties entering wagering. Prior deployments with global and collegiate partners help demonstrate that policies can withstand edge cases, from time zone shifts to insider information risks.

The broader picture is clear. As vendors standardize the pipeline from integrity to odds, smaller leagues can tap into regulated wagering faster and with fewer bespoke builds. The model honed through partnerships like IC360 and Alt Sports Data’s expanded collaboration, proven at scale with Formula 1’s betting data initiative and stress-tested in settings like the World Surf League’s global events, sets the stage for more niche competitions to follow. The next milestone will be operator adoption and market depth once the first regulated lines post, a key indicator of whether this blueprint can convert integrity and data rigor into sustained fan engagement and betting handle.