Meridian Holdings Inc. announced that the Company’s subsidiary Meridianbet has been named Official Sponsor of UFC Fight Night Serbia, a mixed-martial-arts event produced by the Ultimate Fighting Championship (UFC), scheduled for August 1, 2026 at Belgrade Arena in Belgrade, Serbia.
The event will be the first UFC has ever held in Serbia, where Meridianbet will be its exclusive sponsor in the sports-betting category. The sponsorship will include branding inside the Octagon during the event, logo placement across official event marketing (including the fight poster and round cards), an in-venue commercial at Belgrade Arena and a digital and social media campaign across UFC’s web, video and social channels.
The event will air live in the US on Paramount+ and will be distributed internationally through UFC’s broadcast partners, reaching a global audience.
“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. Combat sports sponsorship has long been part of our brand strategy, and partnering with one of the most-watched properties in global sports is a natural next step as we continue to build visibility for our firm across the region and the world,” said William Scott, Chief Executive Officer of Meridian Holdings.
Meridianbet was founded in Serbia in 2001 and has since operated in the market continuously. The sponsorship deal with UFC marks the brand’s most visible association with a global sports property to date.
Meridianbet has sponsored combat sports for years, from elite professional cards to grassroots martial arts events, and the category remains one of the brand’s most visible. The partnership also reflects a long-running commitment to sport in the communities where the brand operates: across its markets, Meridianbet supports clubs, youth academies and local sports programmes, from grassroots level to elite competition, alongside community initiatives in health and education.
