Earlier this year, Khamzat Chimaev, UFC Middleweight Champion and one of the most dominant athletes in modern MMA, was officially welcomed as the new brand ambassador for Sharmax Motors. The partnership was presented on 3 February 2026 during an event held at the Sharmax showroom in Dubai.
Sharmax Motors: A growing powersports brand
The brand name became widely known in the UAE back in 2023 when the company announced the opening of its largest operational hub in Dubai. Since then, the Sharmax dealership network has grown across the Middle East into Oman, Qatar, and Saudi Arabia. Apart from the MENA region, the manufacturer operates across Europe, Asia, and Latin America. The company offers a broad portfolio of adventure vehicles that includes on-road and off-road motorcycles, ATVs, UTVs, golf carts, and watercraft.
Sharmax’s development has been shaped by a focus on accessible powersports and outdoor mobility. The appointment of Khamzat Chimaev fits that strategy precisely, linking the brand with a winning athlete known in high-performance sport.
Khamzat Chimaev: The story of resilience
Chimaev is a Russian-Emirati professional mixed martial artist and freestyle wrestler, known to UFC fans by his Octagon nickname “Borz.” His career has been shaped by a long path through combat sports. Born in 1994 in Chechnya, he began with freestyle wrestling before moving to Sweden, where he continued to train while building his way into professional mixed martial arts.
His UFC debut in 2020 quickly made him one of the most discussed fighters in the sport. Within 66 days, Chimaev took three fights and won all of them by stoppage, an early run that helped establish his image as one of the most aggressive rising contenders in the promotion.
His career also included setbacks. After serious health complications following COVID-19, Chimaev publicly considered retirement in 2021. He later returned to competition and rebuilt his position through a series of high-profile wins, including victories over Li Jingliang, Gilbert Burns, and Kamaru Usman.
The move to middleweight became an important stage in that process. In August 2025, at UFC 319, Chimaev defeated Dricus Du Plessis by unanimous decision and won the UFC middleweight title.
The performance underlined the qualities most often associated with him: pressure, control, endurance, and the ability to stay dominant under difficult conditions.
Champions choose Sharmax
The logic behind the ambassador choice is built on a simple idea: strength recognizes strength.
Sharmax’s enduro motorcycles, quad bikes, and buggies are associated with rough and challenging environments, where durability and resilience matter as much as power.
Chimaev is a clear example of the type of ambassador Sharmax seeks to work with. His career reflects discipline, resilience, and a refusal to compromise under pressure. These qualities make the partnership a natural fit and reinforce the direction the brand is taking worldwide.
For Chimaev, the ambassador role also continues his connection with the UAE and its fast-growing motorsports culture.
“I train here, I live here, and I feel the energy of this country every day,” he notes. “Sharmax is a brand that grows from this same energy – strong, hungry, and focused on performance. I like machines that can handle pressure. Sharmax builds them. I’m proud to stand with this team and with the riders who choose their vehicles,” the athlete says.
The brand is constantly expanding its partnership network across international markets. The company works with UFC fighters, athletes, media figures, and digital creators who reflect its focus on motorsports, outdoor mobility, and strength of character. Sharmax aims to build a global community united by shared interests and common values.
The UAE as a shared ground for growth
The Dubai setting also gives the collaboration a regional context. The UAE has built a strong culture around performance vehicles. For Sharmax, the country has become one of the most important markets and a base for its wider development across the region.
The showroom in Dubai, apart from retail operations, also serves as a point of contact with the local motorsports community. The brand regularly organizes meetups among riders and participates in regional events devoted to motorsports and automotive culture.
Chimaev’s ties to the UAE add another layer to the ambassador role. His career is also connected to the region’s growing position in international combat sports. In this context, the Dubai presentation placed the collaboration in a market where both Sharmax and Chimaev already have a visible presence.
This local connection supports a wider international message. The company is expanding across several regions, but the Gulf remains one of the key areas where its brand identity is being shaped.
