The Middle East’s sports market is projected to grow at a remarkable 8.7 percent over the next three to five years, a new industry report showed. This growth exceeds the global average of 7.3 percent, as reported in PwC’s latest Sports Industry Outlook: Insights and Opportunities for the Middle East.
Moreover, this growth is driven by substantial investments in premium sports properties and infrastructure, along with initiatives aimed at enhancing grassroots participation and nurturing local talent.
Government initiatives
The report emphasizes the evolution of the Middle East’s sports sector through seven essential pillars, including government initiatives, private investment, women’s sports, and technological innovation. National transformation programs in key Gulf Cooperation Council (GCC) economies are positioning sports as a central pillar of economic diversification and social development.
SWFs and sports investments
According to PwC’s Global Sports Survey 2024, the Middle East now commands 24 percent of global sports investments, significantly enhancing its global influence. By successfully attracting both public and private investments, the region is establishing a dynamic sports ecosystem that serves as a fundamental pillar of economic growth and international prominence.
Sustainable sports development
Countries such as Saudi Arabia, the UAE, and Qatar are making significant investments in sports infrastructure that emphasizes renewable energy, water conservation, and smart technologies, thereby setting new benchmarks for sustainable sports development. These initiatives further strengthen the region’s capacity to host world-class events and draw global audiences.
Read more: 60 investment deals announced at Saudi Arabia’s Sports Investment Forum
Technology in sports
The Middle East is embracing generative AI (GenAI) with cautious optimism, particularly in the realms of esports and gaming. Investments in smart venues, digital fan experiences, and data analytics are enhancing user experiences and operational efficiency, leading to improved engagement.
Growth of women’s sports
Women’s sports in the Middle East are witnessing unprecedented growth. Eighty-five percent of sports executives anticipate double-digit growth in women’s sports revenues over the next three to five years. This surge in interest is transforming the competitive landscape and attracting substantial media and sponsorship opportunities. With governments, organizations, and brands prioritizing women’s sports, the sector is poised for continued expansion, opening new avenues for female athletes throughout the region.
Nicolas Mayer, PwC Middle East partner and Tourism, Sports and Entertainment leader, remarked: “The Middle East continues to make significant strides in establishing itself as a premier destination for major sporting events. Its focus on creating lasting impacts across multiple dimensions is positioning the region as a global sports leader, with ambitions extending far beyond the sports arena.”
The Middle East’s sports sector is rapidly evolving, driven by strategic investments, innovation, sustainability, and inclusivity, thereby positioning the region for continued global leadership in sports.
