Meridianbet teams up with Ultimate Fighting Championship for upcoming Belgrade event

Meridianbet has secured a landmark deal as the official sports betting sponsor of UFC Fight Night Belgrade, granting the company exclusive betting rights for the Ultimate Fighting Championship's inaugural event in Serbia, scheduled to take place on August 1 at the Belgrade Arena.

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This event marks a significant milestone for Meridianbet, as it represents the UFC's debut in the Balkan nation, and also holds special significance for the company, whose origins date back to Serbia.

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As part of the agreement, Meridianbet will enjoy prominent branding throughout the event, including visibility inside the UFC Octagon, as well as placement on official event assets, such as fight posters and round cards, and in-arena advertising.

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The company will also benefit from integrated promotional campaigns across UFC's digital and social media platforms, further enhancing its visibility.

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The fight night will be broadcast live in the United States on Paramount+ and distributed internationally through UFC's broadcast network, providing Meridianbet with exposure to millions of viewers worldwide.

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This sponsorship is part of Meridianbet's broader strategy to strengthen its presence in global sports, building on its origins in Serbia in 2001, and its current operations in over 25 regulated markets across Europe, Africa, and Latin America.

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According to Chief Executive Officer of Meridian Holdings Inc., William Scott, "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."

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Scott also noted that "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."

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The partnership also underscores Meridianbet's ambitions in Nigeria, where it aims to connect local fans with major international sporting events beyond football, according to Managing Director of Meridianbet Nigeria, Lolu Desalu.

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Desalu stated that "this partnership with UFC is a proud moment for the Meridianbet family globally and one that resonates strongly with our Nigerian audience," and that "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."

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Marketing Manager of Meridianbet Nigeria, Margaret Otaru, noted that the partnership aligns with the company's strategy of positioning the brand at the intersection of sports, entertainment, and culture.

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Otaru said that "partnering with a global property like UFC elevates our storytelling and gives our users another reason to connect with the brand beyond football," highlighting the company's commitment to engaging fans across multiple disciplines.

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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.