The Ultimate Fighting Championship (UFC) has named Meridianbet as the official partner of UFC Fight Night Serbia on 1 August, featuring branding inside the Octagon, logo placement across official event marketing and an in-venue commercial at Belgrade Arena.
“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,” Meridian Holdings CEO William Scott said.
“Combat sports sponsorship has long been part of our brand strategy, and partnering with one of the most-watched properties in global sports is a natural next step as we continue to build visibility for our firm across the region and the world.”
As Scott mentioned, UFC Fight Night Serbia will represent the organisation’s first-ever event in the country, where Meridianbet will also serve as UFC’s exclusive sports betting sponsor.
Meridianbet was founded in Serbia during 2001, while the partnership will also feature digital and social media campaigns across UFC’s web, video and social channels.
In March, the UFC and bet365 entered into a new multi-year agreement, naming the operator as the mixed martial arts organisation’s official sports betting partner in the US and Canada.
The partnership will include sportsbook integrations across each of UFC’s premium live events throughout the multi-year term, first beginning on 7 March with UFC 326 from Las Vegas which also represented the first-ever UFC event to be broadcast on CBS.
UFC’s long-term collaboration with bet365 is also set to include sportsbook integrations such as on-screen betting tickers, fighter odds, intro odds and same-game parlay features on UFC broadcasts.
Meridianbet secured an online gaming licence from the Belgian Gaming Commission in December, authorising the operator to run a full online casino platform covering slots and table games
