Meridianbet named official partner for UFC’s debut event in Serbia

The Ultimate Fighting Championship has designated Meridianbet as the official partner for UFC Fight Night Serbia, scheduled for 1 August at Belgrade Arena. The deal grants Meridianbet branding inside the Octagon, placement on official event marketing materials, and an in-venue commercial at the arena.

William Scott, CEO of Meridian Holdings, noted the significance of the event for the company. “Serbia is where Meridianbet's story began 25 years ago,” he said, adding that the UFC’s first event in the country provides a fitting stage for the anniversary. He described combat sports sponsorship as a long-standing element of the firm’s brand strategy and called the partnership with a globally watched sports property a natural progression for building visibility across the region and internationally.

Meridianbet was founded in Serbia in 2001. As part of the arrangement, the operator will also serve as the UFC’s exclusive sports betting sponsor for the event. The collaboration is set to include digital and social media campaigns across the UFC’s website, video platforms, and social channels.

The announcement follows a separate multi-year agreement reached in March between the UFC and bet365, which made that operator the official sports betting partner for the US and Canada. That deal began with UFC 326 in Las Vegas on 7 March, the first UFC event broadcast on CBS, and will feature sportsbook integrations such as on-screen betting tickers, fighter odds, intro odds, and same-game parlay displays.