FOR IMMEDIATE RELEASE
Strategic partnership integrates innovative neuroscience into elite combat sports, transforming the WBC Muay Thai ecosystem into a global high-performance organisation.
BANGKOK, THAILAND – 01 March 2026
Cognition Alpha, a neuroscience-powered investment capital and neuro-infrastructure company, and the World Boxing Council Muay Thai (“WBC Muay Thai”), the premier global sanctioning body for the sport of Muay Thai, today announced the signing of a historic Memorandum of Understanding (MOU). The agreement establishes a strategic joint venture aimed at integrating advanced neuro-technology into the world of elite combat sports. This groundbreaking partnership is designed to pioneer the era of the “Quantified Fighter”. By deploying Cognition Alpha’s proprietary hardware and neuro-AI algorithms within the WBC Muay Thai ecosystem, the joint venture will measure, manage, and optimize athletes’ cognitive performance.
At the core of this initiative is a steadfast commitment to athlete safety and ethical integrity. All data collection processes will be strictly voluntary and conducted under the highest medical and data protection standards to ensure the welfare and privacy of every participating athlete.
A centrepiece of this integration is the development and utilization of a new wearable, AI-powered brain scanning devicecalled Cogwear, the first of a kind lightweight headband that delivers clinical grade neurodata available on demand in any environment – even elite combat sports.
Athletes who use Cogwear will benefit from:
● Personalised training: Athletes can monitor stress, focus, anxiety, cognitive fatigue, and impulse control in real time, whether at rest or in the ring, and apply those insights to optimize training, performance, and recovery.
● Injury prevention: Cogwear can identify brain trauma (e.g. concussions and CTE), allowing athletes to identify and manage long-term risk before symptoms arise.
● Long-term athlete welfare: By allowing athletes to leverage neurological data to enhance recovery and health over time, this new technology can help them create a sustainable career path.
The alliance marks a paradigm shift, transitioning WBC Muay Thai from a traditional sport’s governing body into an active manufacturer of highly valuable, proprietary biometric data assets. The sport will serve as a global standard performance body, specifically designed for neuroscience-based innovation to create commercial assets with immense value across sports media, consumer goods, and high-liability global enterprise sectors.
“This partnership represents a massive leap forward in understanding the human brain under extreme duress,” said Andrew Murray, Co-Founder and Managing Director of Cognition Alpha. “By bringing our innovative biometric infrastructure into the elite environment of WBC Muay Thai, we are pioneering the era of the ‘Quantified Fighter’. The insights and combat-validated assets we develop will revolutionize neuro-related aspects of the sport, enhance athlete safety, and deliver mission-critical applications for other global enterprises”.
In addition, the partnership will create new enterprise sectors for the WBC Muay Thai, creating an entirely new, tech-driven revenue stream for the sport. The joint venture will be governed by a team integrating world-class leadership from both science and combat sports. This includes Cognition Alpha’s Andrew Murray and renowned neuroscientist Dr. Michael Platt, alongside WBC Muay Thai’s President General ThanapolBhakdibhumi and elite sports executive and WBC Muay Thai Secretary General Kevin Noone.
Kevin Noone commented: “WBC Muay Thai has always championed the evolution, safety, and global growth of our sport. This partnership allows us to retain our rich heritage while placing our athletes at the absolute forefront of sports science and technological innovation. We look forward to working collaboratively with Cognition Alpha to integrate these groundbreaking initiatives ethically and seamlessly”.
For media inquiries, please contact:
Media Enquiries:
MR KEVIN NOONE. knoone@wbcboxing.com
MR ANDREW MURRAY. andrew.murray@cognitionalpha.capital
About Cognition Alpha: Cognition Alpha is a pioneering neuroscience-powered investment capital and neuro-infrastructure company. Through the deployment of proprietary innovative hardware and predictive neuroscience-led models, Cognition Alpha maps, measures, and optimizes cognitive performance in high-stress environments, transforming raw biometric data into highly valuable commercial and enterprise assets. Learn more at www.cognitionalpha.capital
About WBC Muay Thai: The World Boxing Council Muay Thai (WBC Muay Thai) is the premier global sanctioning body for the sport of Muay Thai. Committed to fighter safety, global sportsmanship, and the rich cultural heritage of Thailand’s national sport, WBC Muay Thai regulates championship events globally, connecting an expansive network of elite athletes, promoters, and affiliated gyms. Learn more at www.wbcmuaythai.com
About Cogwear: Cogwear is an AI-powered, wearable headband that captures high-quality, clinical-grade brainwaves to improve health, peace of mind, and performance. Designed for active, real-world use, its proprietary sensor technology delivers secure, real-time brainwave insights for applications ranging from athletic performance to clinical and home healthcare. Learn more at www.cogweartech.com