Just pass them in... Rails has a default :data
hash
= link_to body, url, :data => { :foo => 'bar', :this => 'that' }
One gotcha - you must surround symbols with quotes if they include a dash:
:data => { :'foo-bar' => 'that' }
Update: In Rails 4, underscores are automatically converted to dashes, so you can do this:
:data => { :foo_bar => 'that' }
Alternatively you can just write it directly:
= link_to body, url, :'data-foo' => 'bar', :'data-this' => 'that'
Update 2: As pointed out in the comments, Ruby 1.9+ allows this syntax, which some believe is cleaner:
{ data: { foo: "bar" } }