AI and sports data company FX1 has teamed up with sports intelligence firm Twenty First Group to launch a new combat sports betting solution aimed at sportsbooks and prediction market platforms.
Officials Talk About the Deal
FX1 founder and CEO Damien Dau said that while combat sports have long attracted large audiences worldwide, the underlying data infrastructure has struggled to keep pace with the sport’s growth. According to him, the partnership with Twenty First Group is designed to help bridge that gap by providing a more robust data offering for the sector.
Dau said that as the ways fans watch, interact with, and experience sports continue to evolve, leagues and promotions require a new data layer designed to meet those changing demands. He added that by combining FX1’s proprietary technology with Twenty First Group’s expertise in pricing and predictive intelligence, the companies can set a new global standard for combat sports. Simultaneously, both companies will be able to unlock previously unavailable data, markets and fan experiences.
Meanwhile, chief betting officer at Twenty First Group Will Stephenson said combat sports have significant untapped potential and echoed Dau’s words that fragmented data has created challenges across the market. He said the partnership will help establish a new standard for the category, with the two companies aiming to develop the infrastructure and intelligence layer needed to support the wider combat sports industry.
What Will the Deal Lead To?
Under the agreement, FX1’s combat sports data and AI technology will be combined with Twenty First Group’s expertise in pricing and line-making to create both pre-fight and live in-play betting markets. The initial offering will focus on boxing, providing operators with a range of pre-fight and live betting markets. FX1 and Twenty First Group said the solution will later be extended to MMA and other combat sports.
FX1’s database contains information on more than one million fights and 500,000 fighters. Its MotionAI system also uses video analysis to track live competition, turning fighter movements and actions into real-time data and predictive inputs. According to the company’s LinkedIn page, MotionAI enables new formats, greater fan engagement and new experiences across betting, broadcasting, performance and safety, all built on a single, consistent data foundation.
The companies said combat sports remain underserved across regulated sports betting and prediction markets, citing fragmented data across different disciplines, promotions, events and regions. According to the companies, this fragmentation has restricted the depth and range of betting markets available to operators.