# Meridian Holdings UFC Belgrade sponsorship and aftermath

> Live situation record from CLSTR: https://clstr.news/situations/meridian-holdings-ufc-belgrade-sponsorship
> Updated: 2026-08-16T19:26:37.000Z. Sources: 15. Developments: 4.

Meridian Holdings Inc., via its Serbian betting arm Meridianbet, served as the official sponsor of UFC Fight Night Serbia, the first UFC event in the country, held on 1 August 2026 at Belgrade Arena. The partnership provided Meridianbet with exclusive branding inside the Octagon, logo placement on fight posters and round cards, an in-venue commercial, a digital-media campaign, and sole sports-betting rights for the night.

CEO William Scott noted the partnership celebrated Meridianbet’s 25-year legacy in Serbia. The event drew a record live audience of 18,623 and featured high-profile guests including UFC president Dana White, former U.S. envoy Richard Grenell, and Serbian Finance Minister Siniša Mali. Serbian fighters saw significant success, including TKO victories by Uroš Medić and Aleksandar Rakić. However, the event faced scrutiny regarding Borislav Nikolić’s use of a nationalist song and a disputed technical stoppage involving Bogdan Grad.

A large banner welcoming former President Donald Trump prompted a social media response from him on Truth Social. Following the event’s success, which reportedly generated approximately $2.5 million in ticket revenue, UFC CEO Dana White expressed strong interest in returning to the city, stating, “This place delivered everything it was advertised to do. This is a great city, great people and it met all expectations. Absolutely yes, we will be back!” Reports suggest the UFC may return to Belgrade in August 2027.

## Timeline

### 2026-08-16: UFC plans return to Belgrade in 2027

The UFC is planning a return to Belgrade, Serbia, in August 2027 following a record-breaking inaugural event at the Belgrade Arena.

3 sources. https://clstr.news/cluster/ufc-plans-return-to-belgrade-in-2027

### 2026-07-23: Meridianbet secures official betting sponsorship for UFC Fight Night Belgrade

Meridianbet becomes the official betting sponsor for UFC Fight Night Belgrade on Aug 1, 2026, marking the UFC’s first event in Serbia and bringing extensive branding and exclusive betting rights.

8 sources. https://clstr.news/cluster/meridianbet-secures-official-betting-sponsorship-for-ufc-fight-night-belgrade

### 2026-07-20: Meridianbet Becomes Official Sponsor of UFC Fight Night Belgrade

Meridianbet will sponsor the first UFC Fight Night in Serbia, set for Aug 1 2026 at Belgrade Arena, with global broadcast and extensive branding.

3 sources. https://clstr.news/cluster/meridianbet-becomes-official-sponsor-of-ufc-fight-night-belgrade

### 2026-07-17: Meridian Holdings Sponsors UFC Fight Night in Belgrade

Meridian Holdings' subsidiary Meridianbet will sponsor UFC Fight Night Serbia, the sport's first event in the country, slated for August 1, 2026 in Belgrade, with branding and broadcast arrangements worldwide.

4 sources. https://clstr.news/cluster/meridian-holdings-sponsors-ufc-fight-night-in-belgrade

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Cite as: Meridian Holdings UFC Belgrade sponsorship and aftermath. CLSTR, https://clstr.news/situations/meridian-holdings-ufc-belgrade-sponsorship