In an industry worth € 1.7 billion but still reliant on outdated judging and broadcast technology, Copenhagen-based startup Jabbr is stepping into the ring with a new solution. The company has just announced it has secured a € 4.3 million seed investment from some of Silicon Valley’s most influential figures, including early backers of Lattice, Figma, and Reddit, to bring AI-driven analysis to boxing and mixed martial arts (MMA).
Jabbr’s technology uses computer vision and artificial intelligence to analyze fights in real time, acting as a trainer, judge, and production team all at once. The system provides instant scoring, highlights, and performance metrics, all at a fraction of the cost of traditional methods. Its potential to transform combat sports has already been demonstrated: Jabbr’s live statistics and scoring system have exposed controversial judging decisions in international fights, sparking conversations about fairness and transparency in the sport.
“Jabbr is basically a plug-and-play streaming and transparent live-scoring solution for combat sports. We let users record and live-stream all their fights and sparring, complete with highlights, stats, AI live scoring, and overlay graphics. It’s like a professional TV production, except better and at a 100x cost reduction.”
said Allan Svejstrup, CEO
Silicon Valley Meets the Fighting World
The seed round was led by Buckley Ventures, the firm behind early investments in Lattice, Figma, and Rippling, with participation from Seven Seven Six, the fund by Alexis Ohanian (Reddit), John Zimmer (Lyft), and Olympic gold medalist Andre Ward, alongside early backers like PSV Tech.
“I back founders who break old systems. Jabbr isn’t just disrupting—it’s rebuilding the sweet science from the ground up.”
says Alexis Ohanian, Reddit co-founder and founder of VC firm Seven Seven Six
What sets Jabbr apart is its hybrid team of AI engineers and professional fighters, ensuring the technology is both cutting-edge and deeply rooted in the sport’s needs. The company’s CEO and co-founder, Allan Svejstrup, has even taken the extra step of learning fluent Mandarin to tap into new markets, particularly in Asia, where combat sports are rapidly growing in popularity.
Since its launch, Jabbr’s AI has already made waves by highlighting questionable judging decisions in high-profile fights, bringing a new level of accountability to the sport. The technology doesn’t just benefit fighters and officials—it also enhances the fan experience by providing deeper insights and more engaging content.
A Long-Awaited Tech Upgrade for Combat Sports
While sports like tennis and soccer have long used AI tools to ensure fair play and enhance storytelling, combat sports has lagged behind. In a discipline where a single scorecard can make or break a career, the lack of objective, data-driven analysis has been a glaring blind spot. Jabbr aims to change that.
This is reported as being the “Hawk-Eye moment for combat sports”. Jabbr’s AI platform, DeepStrike, is designed to eliminate scoring controversies by providing real-time, unbiased analysis. The system has already been deployed in major events, delivering signature statistics and highlights to millions of viewers through platforms like DAZN and TNT Sports.
The startup’s plug-and-play solution combines hardware and software to automate streaming, scoring, and highlights, similar to how VEO revolutionized amateur sports broadcasting, but tailored for professional combat sports. With this new funding, Jabbr plans to scale globally, bringing its technology to training gyms, local events, and major arenas.
