The Meridian Holdings subsidiary will be the exclusive sports-betting sponsor for UFC’s first event in Serbia, with Octagon branding and marketing placements tied to the Belgrade Arena card.
Meridian Holdings Inc. said its subsidiary Meridianbet will serve as Official Partner of UFC Fight Night Serbia, scheduled for August 1, 2026 at Belgrade Arena in Belgrade. The card is set to be the first UFC event ever held in Serbia, and Meridianbet will be the exclusive sponsor in the sports-betting category. The deal includes branding inside the Octagon, logo placement on official event marketing materials including the fight poster and round cards, an in-venue commercial, and digital and social media promotion across UFC channels. The event is slated to air live in the United States on Paramount+ and to be distributed internationally through UFC broadcast partners. Meridian Holdings said the agreement is a landmark brand tie-up for Meridianbet, which was founded in Serbia in 2001 and has sponsored combat sports for years as part of a broader push across regulated gaming markets.