UFC Signs Citi Developers as Luxury Real Estate Partner in EMEA

The UFC has signed a multi-year marketing agreement with Citi Developers that makes the UAE-based firm its official luxury real estate partner across Europe, the Middle East, and Africa. The deal, which took effect immediately, grants Citi Developers category exclusivity in the luxury real estate sector throughout the EMEA region, according to a release on UFC.com.

Citi Developers will receive branding placements at UFC events in North America, Latin America, Europe, and all Middle East cards, plus visibility across the promotion's digital channels and fan engagement campaigns. The partnership kicked off with an international marketing push aimed at key markets in the region.

What the UFC-Citi Developers Deal Means for Middle East Expansion

TKO Senior Vice President Nicholas Smith said the agreement supports the promotion's growth strategy in a market that hosts multiple events annually. "The Middle East is an important market for UFC, with multiple events across the region each year and a fan base that continues to grow," Smith said in the release. "Having partners like Citi Developers who are headquartered in the UAE will help us build on that growth and expand our reach even further."

Citi Developers focuses on wellness-driven luxury properties, including AMRA, described as the world's first integrative wellness resort in Umm Al Quwain's Blue Carbon Zone. CEO Zoraiz Malik said the partnership reflects shared values between high-performance athletics and premium lifestyle design. "UFC represents the highest standards of discipline, resilience, and human performance — values that closely align with our mission to develop communities that inspire healthier, longer, and more fulfilling lives," Malik said.

The two organizations plan to develop joint storytelling campaigns centered on ambition, recovery, and performance. The UFC returns to the Middle East for its next regional event later this year.

Source: ufc.com