Meridian Holdings Inc. announced that its subsidiary Meridianbet has been named the Official Sponsor of UFC Fight Night Serbia, a mixed-martial-arts event scheduled for August 1, 2026, at Belgrade Arena in Belgrade, Serbia. This event marks the first time the Ultimate Fighting Championship (UFC) has held an event in Serbia. Meridianbet will serve as the exclusive sponsor in the sports-betting category for this event, marking the brand’s most visible association with a global sports property to date.

The partnership agreement includes comprehensive branding opportunities for Meridianbet. These feature branding inside the Octagon during the event, logo placement on official event marketing materials such as fight posters and round cards, and an in-venue commercial at Belgrade Arena. Additionally, the sponsorship encompasses a digital and social media campaign across UFC’s web, video, and social channels.

Event Broadcast and Reach

The event is set to air live in the United States on Paramount+ and will be distributed internationally through UFC’s various broadcast partners. This distribution strategy is designed to reach a global audience, enhancing the visibility of the Meridianbet brand.

Strategic Significance

William Scott, Chief Executive Officer of Meridian Holdings, highlighted the strategic importance of the partnership, noting that Serbia is where Meridianbet’s story began 25 years ago. He stated that combat sports sponsorship has long been part of the brand’s strategy and that partnering with a globally watched property is a natural step to build visibility across the region and the world. Meridianbet was founded in Serbia in 2001 and has operated in the market continuously since then.

Partnership Details

The partnership reflects Meridianbet's long-running commitment to sports in the communities where it operates. The brand supports clubs, youth academies, and local sports programs ranging from grassroots to elite competition, alongside community initiatives in health and education.

Meridian Holdings Inc. (NASDAQ:MRDN) has reported its strongest financial quarter on record, achieving $50.1 million in revenue, which represents 17% year-over-year growth, alongside its first GAAP-profitable quarter. The company also announced a strategic brand partnership with Brazilian football legend Dejan Petković, who will serve as its Global Brand Ambassador. This announcement coincides with the company's 25th anniversary, marking its evolution from a small European gaming team in 2001 to a publicly traded entity operating in over 25 regulated markets across four continents.

Financial Performance and NASDAQ Listing

In 2024, Meridian Holdings completed a rigorous due diligence process to list on NASDAQ, covering financial reporting, corporate governance, and ownership structure. Since listing, the company has presented at major American investor conferences. The most recent quarter's results showed Adjusted EBITDA ahead of guidance, driven by the company's proprietary technology and market expansion strategies.

Strategic Expansion in Brazil

Meridianbet secured a definitive federal license from the Ministry of Finance in Brazil in January 2025, designated as License No. 0086/2024 and valid through 2029. The Brazilian market is characterized by a rigorous licensing framework with a limited number of federal licenses. The company is building its Brazilian operation methodically, consistent with its historical strategy of securing licensing first and establishing a long-term presence.

Partnership with Dejan Petković

The collaboration with Dejan Petković, announced in May during a gala event in Rio de Janeiro, includes a content and brand platform anchored by the football figure. A key component of this partnership is the launch of Pet TV, a multimedia platform where Meridianbet serves as the founding strategic partner. Petković, a celebrated figure in Brazilian football history, brings significant brand equity to the company's expansion efforts in the region.

Operational Footprint and Technology

Meridian Holdings develops its technology in-house through its B2B division, which includes game studio Expanse Studios and platform provider GMAG. The group employs more than 1,200 people, including over 100 software engineers. Female representation across the company exceeds 60%. The company holds licenses across Europe, Africa, and Latin America and operates subsidiaries such as RKings Competitions, MexPlay, and Classics for a Cause.