UFC legend lends weight to Dubai real estate company
- Teaming up with DIA Holding
- $70m LuzOra in Dubai Islands
- Latest marketing-led tie-up
Khabib Nurmagomedov, the Russian former mixed martial artist, has become the latest high-profile figure to enter Dubai’s real estate sector after partnering with DIA Holding.
The joint venture’s first project, LuzOra, is a $70 million hybrid hotel and residences development on Dubai Islands. According to a statement, 70 percent of the units have been allocated for investors with the remainder left for end-users.
Construction began in October 2025, with completion scheduled for August 2027.
Nurmagomedov, the longest-reigning UFC lightweight champion, holding the title from April 2018 to March 2021, is also expected to contribute to future developments spanning construction and commercial initiatives, including a branded project planned within the next 12 months.
DIA Holding is privately owned with almost $25 million in assets under management. It has 10 subsidiaries spanning the UAE, Kazakhstan and Europe.
Further reading:
- Developers question value of Dubai’s branded residences
- War tests Dubai’s off-plan property market
- Abu Dhabi courts celebrity investors to make its mark
Dubai’s developers have increasingly turned to celebrity and brand partnerships to differentiate projects and attract global capital.
Early collaborations involving Giorgio Armani and Donald Trump have paved the way for a broader wave of branded residences and marketing-led tie-ups, including associations with Roberto Cavalli, Shah Rukh Khan and Mercedes-Benz.
The latest contract announcement comes as Dubai Land Department data showed that real estate transactions in the emirate dropped 32 percent between February and March as a result of the Iran conflict.
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