Meridian Holdings Inc. (NASDAQ: MRDN) has announced that its subsidiary, Meridianbet, will serve as the Presenting Partner of UFC Fight Night: Medic vs. Rodriguez, scheduled for August 1 at the Belgrade Arena. The event marks the Ultimate Fighting Championship’s (UFC) first-ever event in Serbia, with Meridianbet securing exclusive sponsorship rights in the sports betting category.
As part of the partnership, Meridianbet’s branding will feature prominently inside the UFC Octagon, across official event marketing materials, including key artwork and round cards, as well as through in-arena advertising at Belgrade Arena.
The company will also benefit from a comprehensive digital and social media campaign across UFC’s online platforms.
The highly anticipated event will be broadcast globally through UFC’s international media partners, offering Meridianbet significant exposure to millions of viewers worldwide.
Meridian Holdings Chief Executive Officer William Scott described the partnership as a milestone for the company, noting that Serbia is where Meridianbet’s journey began 25 years ago.
“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,” Scott said.
He added that combat sports have long been central to Meridianbet’s brand strategy, making the partnership with one of the world’s most-watched sporting organizations a natural step in expanding the company’s visibility both regionally and internationally.
Founded in Serbia in 2001, Meridianbet has maintained a continuous presence in the country’s gaming and sports betting industry. The UFC partnership represents the company’s most prominent collaboration with a global sporting brand to date.
Beyond elite sporting events, Meridianbet has built a strong reputation for supporting combat sports at all levels, from professional competitions to grassroots martial arts programmes.
Across the markets where it operates, the company also invests in local sports clubs, youth academies and community initiatives focused on health and education, reinforcing its commitment to community development through sport.
