Meridianbet partners UFC for historic Belgrade event
Event at Belgrade Arena will place the Serbia-founded operator’s branding inside the Octagon
Meridianbet will become the exclusive sports-betting-category sponsor of UFC Fight Night Serbia when the mixed martial arts promotion makes its debut in the country on August 1, 2026.
The event at Belgrade Arena will place the Serbia-founded operator’s branding inside the Octagon and across official marketing material, including the fight poster and round cards. An in-venue commercial and content across UFC’s digital, video and social channels also form part of the agreement.
For Meridianbet, the partnership coincides with the 25th anniversary of a business that began in Serbia in 2001. It is the company’s most visible association with a global sports property to date and builds on its previous support for professional and grassroots combat sports.
William Scott, chief executive officer of Meridian Holdings, said staging UFC’s first Serbian event offered an appropriate setting in which to mark the anniversary.
“Serbia is where Meridianbet’s story began 25 years ago, and there is no bigger stage to mark that anniversary than UFC’s first-ever event in the country,” Scott said.
He added that combat-sports sponsorship had long been part of the company’s brand strategy and described the UFC agreement as a further step in strengthening Meridianbet’s profile both regionally and internationally.
The card is expected to be broadcast live in the United States on Paramount+ and carried internationally through UFC’s broadcast partners. UFC says it produces more than 40 live events annually and has athletes representing more than 75 countries.
Meridianbet leads the consumer division of Nasdaq-listed Meridian Holdings, a gaming technology group operating across more than 25 regulated international markets. The group’s activities include online sports betting, game development and platform services.
More information is available on the Meridianbet website and through the company’s investor-relations portal.
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