Meridianbet partners UFC for Belgrade fight night
July 24, 2026 3:25 am
By Umar Sani
Meridianbet has become the official sports betting sponsor of UFC Fight Night Belgrade, securing exclusive betting rights for the Ultimate Fighting Championship’s first event in Serbia.
According to a statement on Thursday, the event, scheduled for August 1 at the Belgrade Arena, marks UFC’s debut in the Balkan nation and represents a milestone for Meridianbet, whose origins trace back to Serbia.
Under the agreement, Meridianbet will receive prominent branding throughout the event, including visibility inside the UFC Octagon, placement on official event assets such as fight posters and round cards, in-arena advertising and integrated promotional campaigns across UFC’s digital and social media platforms.
The fight night will be broadcast live in the United States on Paramount+ and distributed internationally through UFC’s broadcast network, giving the betting company exposure to millions of viewers worldwide.
The sponsorship forms part of Meridianbet’s broader strategy to strengthen its presence in global sports. Founded in Serbia in 2001, the company now operates in more than 25 regulated markets across Europe, Africa and Latin America.
“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,” Chief Executive Officer of Meridian Holdings Inc., William Scott, said.
“Combat sports have always been an important part of our sponsorship strategy, and partnering with one of the world’s biggest sports organisations reinforces our commitment to building a globally recognised entertainment brand.”
Meridianbet said the partnership also underscores its ambitions in Nigeria, where it aims to connect local fans with major international sporting events beyond football.
Managing Director of Meridianbet Nigeria, Lolu Desalu, said the agreement reflected the company’s growing international footprint while strengthening its appeal to Nigerian sports enthusiasts.
“This partnership with UFC is a proud moment for the Meridianbet family globally and one that resonates strongly with our Nigerian audience,” Desalu said.
“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.”
Marketing Manager of Meridianbet Nigeria, Margaret Otaru, said the partnership aligned with the company’s strategy of positioning the brand 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,” she said.
According to the company, the UFC agreement expands its portfolio of international sports partnerships and reflects continued investment in premium sporting properties aimed at engaging fans across multiple disciplines.
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