Citi Developers signs multi-year deal to become UFC's luxury real-estate partner in EMEA

UAE-based Citi Developers has secured a multi-year agreement with the UFC, becoming its official luxury real-estate partner across Europe, the Middle East and Africa.

Citi Developers, a property firm headquartered in the United Arab Emirates, has entered a multi-year pact with the UFC, designating it as the organization’s exclusive luxury real-estate partner throughout Europe, the Middle East and Africa. The agreement includes category exclusivity, branding at UFC events in those regions and additional exposure at selected North and Latin American shows via digital and fan-activation campaigns.

The developer plans to use the partnership to showcase its "neo-luxury" approach, which emphasizes wellness, technology and high-performance living rather than traditional symbols of wealth. Its flagship project, AMRA, is being built as an integrative wellness resort in Umm Al Quwain’s Blue Carbon Zone. CEO Zoraiz Malik highlighted that aligning with the UFC’s athletes, known for discipline and recovery, reinforces the lifestyle narrative the company wishes to convey.

While the deal offers broad visibility, Citi Developers must still translate that awareness into concrete sales based on location, quality and long-term value. The arrangement also benefits the UFC by adding a luxury-property partner rooted in a key growth market.