SWA Ltd and Sportradar roll out industry-first in-play MMA betting model

Switzerland.– 10 January 2026 – www.zonadeazar.com London-based SWA Ltd has partnered with Sportradar to launch what the companies describe as the industry’s first in-play betting model designed specifically for mixed martial arts.

The new product, now available to Sportradar clients, uses official UFC and Professional Fighters League data feeds to create extensive real-time markets across major MMA events. Additional features and promotional tools are expected in the coming weeks, while the solution will underpin a broader combat-sports portfolio distributed through Sportradar’s global network.

Overview

According to the companies, the system can generate hundreds of live markets and is powered by advanced generative AI models capable of simulating tens of thousands of potential outcomes every second.

SWA CEO Caspar Hobbs said the technology enables unlimited micro-parlay and social betting opportunities, while helping overcome the historic challenges of modelling MMA’s speed and complexity.

Key Focus Areas

🤖 AI-driven in-play innovation

The launch marks a major step forward in applying AI modelling to live combat sports — a segment that has traditionally lagged behind football and other major sports in in-play betting innovation.

🥊 Expanding the combat-sports ecosystem

The partnership is expected to broaden into additional fighting disciplines and wagering formats, strengthening Sportradar’s global distribution offering.

Forward outlook

With MMA continuing to grow worldwide, the collaboration positions both companies at the forefront of next-generation in-play betting solutions.

🔗 Edited by: @MaiaDigital – www.zonadeazar.com