Today's Edition
MAYS IBRAHIM (ABU DHABI)
The Middle East's sports industry is sprinting toward a transformative era, with new data forecasting rapid growth that will outpace global trends.
According to PwC's latest Sports Industry Outlook for 2025, the region's sports market, already valued at an estimated $600 billion, is set to grow by 8.7% by 2026, surpassing the global average of 7.3%.
The UAE, in particular, is emerging as a frontrunner, spearheading major developments such as the region's first indoor velodrome and the world's largest wave pool in Abu Dhabi.
"These projects prioritise renewable energy, water conservation and smart technologies, setting new standards for sustainable sports development and underpinning the region's capacity to host world-class events and attract international audiences," the report stated.
Strategic Government Policies
PwC's Global Sports Survey 2024 revealed that only 25% of respondents globally believe their government's sports development strategy is well thought-out.
However, the Middle East is charting a different course, with comprehensive strategies that position the public sector as a driving force in sports development.
"National transformation programmes, such as Saudi Arabia's Vision 2030, the UAE's Vision 2031, and Qatar's National Vision 2030, position sport as central to economic diversification and social development," the report noted.
"Other governments in the region are also taking an increasingly sophisticated approach to sports development, aligning initiatives with broader national transformation strategies and reinforcing the strategic importance of the sector."
The report also noted that the rapid expansion of Formula 1 across the Middle East underscores the region's rising influence on the global sports stage.
The Bahrain Grand Prix has been a fixture for 20 editions, while the Abu Dhabi Grand Prix has marked 15 successful runs. Saudi Arabia and Qatar have also cemented their places on the F1 calendar, further boosting the region's motorsport credentials.
Meanwhile, combat sports are surging in popularity. The UAE has hosted over five UFC events since 2021, and Saudi Arabia has staged more than seven major boxing events.
"This diversification helps attract international audiences and positions the region as a year-round sporting destination," the report said.
Football continues to dominate the sports scene, but younger fans are rapidly embracing a wider variety of sports such as padel, Esports, golf, basketball, and MMA, according to the report.
It also revealed that the Middle Eastern sports consumer is highly digitally connected, with social media acting as a primary catalyst for fan engagement across the region.
"Penetration rates in the Middle East highlight the widespread use of social platforms, with the UAE at 115%, Saudi Arabia at 96.2% and Qatar at 96.8%. These platforms have become key channels for engaging audiences."
Women's Sports on the Rise
The outlook is particularly bright for women's sports, with 85% of sports executives forecasting double-digit revenue growth over the next three to five years.
Sports teams in Dubai are witnessing growing interest from young girls eager to take up rugby and football, a trend fuelled by the influence of inspirational female athletes.
"Coaches have also reported increased engagement from teenage girls, driven by improved access to sports complexes, skilled coaches, dedicated girls-only teams and the expansion of competitive leagues and clubs across the emirate," the report said.
Participation in events such as the ED7 tournament has seen remarkable growth; netball is up by 23%, and rugby by 21% since 2022.
Across the UAE, female athletes collected an impressive 335 medals across 70 championships last season.
These successes align with the country's ambitious Sports Sector Strategy 2032, which targets the training of 20 Olympic-level athletes and aims to increase overall sports participation by 65%, according to the report.
