– Meridianbet, one of the world’s leading sports betting and gaming brands, has been announced as the Official Sports Betting Sponsor of UFC Fight Night Belgrade, making history as the exclusive sports betting partner for the first-ever Ultimate Fighting Championship (UFC) event to be held in Serbia.
The landmark event will take place on Saturday, August 1, 2026, at the iconic Belgrade Arena, bringing the world’s premier mixed martial arts promotion to Serbia for the very first time.
As part of the partnership, Meridianbet will enjoy premium brand visibility throughout the event, including branding inside the UFC Octagon, logo placement across official UFC event assets such as the fight poster and round cards, in-arena commercials, and an integrated digital and social media campaign across UFC’s global platforms.
The event will be broadcast live in the United States on Paramount+ and distributed internationally through UFC’s extensive broadcast network, reaching millions of viewers across the globe.
The sponsorship marks another significant milestone for Meridianbet, which was founded in Serbia in 2001 and has grown into a globally recognized gaming and technology brand operating in more than 25 regulated markets across Europe, Africa and Latin America.
Commenting on the partnership, William Scott, Chief Executive Officer of Meridian Holdings Inc., said:
“Serbia is where Meridianbet’s story began 25 years ago, and there is no bigger stage to celebrate that journey than UFC’s first-ever event in the country. Combat sports have always been an important part of our sponsorship strategy, and partnering with one of the world’s biggest sports organizations reinforces our commitment to building a globally recognized entertainment brand.”
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What This Means for Nigeria
For Meridianbet Nigeria, the partnership demonstrates the strength and global ambition of the Meridianbet brand while reinforcing its commitment to bringing world-class sporting experiences closer to Nigerian fans.
Managing Director, Meridianbet Nigeria, Lolu Desalu, said “This partnership with UFC is a proud moment for the Meridianbet family globally and one that resonates strongly with our Nigerian audience. Nigerians are passionate about combat sports, from boxing to mixed martial arts, and this collaboration further strengthens Meridianbet’s position as a brand that connects fans with the biggest moments in global sport. It reflects the scale of our international footprint while reinforcing our commitment to delivering premium sporting experiences for our customers in Nigeria.”
Speaking on how the partnership aligns with the brand’s marketing vision in Nigeria, Marketing Manager, Meridianbet Nigeria, Margaret Otaru, added, “At Meridianbet, we are intentionally building a brand that lives at the intersection of sports, entertainment and culture. Partnering with a global property like UFC elevates our storytelling and gives our users another reason to connect with the brand beyond football. It reinforces our promise of delivering world-class experiences and reminds our audience that no matter where the biggest sporting moments happen, Meridianbet is right there at the heart of the action.”
The UFC sponsorship adds to Meridianbet’s growing portfolio of international sports partnerships and demonstrates the brand’s continued investment in major sporting properties that engage fans across multiple disciplines.
About Meridianbet
Meridianbet is the flagship B2C brand of Meridian Holdings Inc. (NASDAQ: MRDN), a leading global gaming technology company operating across more than 25 regulated markets in Europe, Africa and Latin America. Founded in Serbia in 2001, Meridianbet has grown into one of the world’s leading sports betting and gaming brands, delivering innovative betting experiences through cutting-edge technology, responsible gaming practices and strategic partnerships across global sports. In Nigeria, Meridianbet continues to invest in local sports communities, fan engagement initiatives, retail expansion and strategic partnerships that bring fans closer to the games they love.
For more information, visit www.meridianbet.ng , www.masterslivenetwork.com .
