The Bruins (4-1) trailed 65-59 with about 4 minutes left, but Holiday knocked down two 3-pointers and converted two free throws to spur the comeback. Wisconsin tied it 70-all when Khalil Iverson made the second of two foul shots with 31.5 seconds left, but that was enough time for UCLA.
Holiday got the ball at the top of the key, briefly lost control, then roared down the right side of the lane past Badgers star Ethan Happ and scooped up the winning basket.
Wisconsin embarked on the first one late in the first half, running its methodical offense against the Bruins' man-to-man defense and building a 38-26 lead.