Data firm FX1 and sports intelligence provider Twenty First Group aim to create new pre-fight and live betting markets for boxing and MMA, drawing on over one million fights and AI-driven real-time analysis.
FX1, an AI and sports data company, has formed a partnership with sports intelligence specialist Twenty First Group to launch a combat sports betting product targeting sportsbooks and prediction market operators.
The collaboration will integrate FX1’s data and artificial intelligence technology with Twenty First Group’s line-making capabilities to deliver pre-match and in-play betting markets. Boxing will form the initial offering, with expansion into MMA and other combat disciplines confirmed for later stages.
FX1’s dataset spans more than one million fights and 500,000 fighters. The firm’s MotionAI technology processes live video to convert movement and fighter actions into real-time data inputs suitable for predictive modelling.
Fragmented Data Cited as Barrier to Market Growth
Both companies described combat sports as “underserved” across regulated betting and prediction markets, pointing to “fragmented” information distributed across disciplines, promotions, events and territories. They argued this fragmentation has constrained the range and depth of markets operators can offer.
Damien Dau, founder and CEO of FX1, said combat sports have drawn large audiences globally but the supporting data infrastructure has lagged behind. He suggested the new partnership addresses a structural gap.
“It remains one of the hardest environments in sport to capture accurately in real time,” he said. “As the way fans watch, interact with and experience sport continues to evolve, leagues and promotions need a new data layer built for that future. By combining FX1’s proprietary technology with Twenty First Group’s proven expertise in pricing and predictive intelligence, we have an opportunity to establish a new global standard for combat sports and unlock data, markets and experiences that haven’t been possible before.”
Intelligence Layer to Benefit Entire Category
Will Stephenson, chief betting officer at Twenty First Group, said combat sports hold “enormous untapped potential” but the fragmented data environment has created persistent challenges. He believes the collaboration can “set a new standard” within the category.
“Together, our goal is to build the infrastructure and intelligence layer the entire combat sports category can benefit from,” he added.