Meridian Holdings has expanded its sports marketing presence after its Meridianbet subsidiary was named the official betting partner of UFC Fight Night Belgrade.
The event will take place on 1 August 2026 at Belgrade Arena and will be the first UFC event held in Serbia. The partnership gives Meridianbet exclusive sponsorship rights in the sports betting category.
Meridianbet branding will appear inside the Octagon, on official promotional materials, fight posters and round cards. The agreement also includes a commercial shown at the venue, along with promotion across UFC’s digital, video and social media channels.
The deal gives Meridian Holdings access to a large international sports audience while strengthening Meridianbet’s position in its home market. UFC Fight Night Belgrade is expected to be distributed through UFC’s broadcast network, including coverage in the United States and other international markets.
Meridianbet was founded in Serbia in 2001, and the event forms part of the company’s 25th anniversary activity. Linking that milestone with Serbia’s first UFC event gives the brand a strong local connection and broader international exposure.
Meridian Holdings plc (formally Golden Matrix Group, Inc.) (Nasdaq:MRDN) positions itself as a leader in the iGaming technology space, offering casino, sportsbook, and competition products and combining cutting-edge solutions with a strong portfolio of partnerships to drive growth and innovation in the digital gaming market.
