Smashing barriers — table tennis helping rise of sporting events in the Middle East

JEDDAH: As the Middle East continues its economic transformation, its rapidly growing sports industry stands as a prominent example of this dynamic shift. Events like the Saudi Smash 2024 in Jeddah exemplify the region’s ambition to host major international sports competitions; they also underscore a broader trend toward creating immersive, engaging experiences for a diverse audience.

A reflection of regional growth

Saudi Smash 2024 is not merely an international table tennis event; it reflects a vigorous push into the sports sector, which is becoming a cornerstone of the Kingdom’s Vision 2030 strategy. In 2022, the sports tourism sector emerged as a booming $600 billion industry in the Middle East, anticipated to grow even further. The sports industry in the region is expected to expand by 8.7 percent by 2026, sharply contrasting with the global industry’s slower growth rate of 3.3 percent. Studies suggest that, in some Middle Eastern countries, a halo effect boosts the tourism and hospitality industry by up to 30 percent.

But such mega sporting events do not only drive immediate economic uplift through increased tourism and consumer spending. The preparation and execution of an event like Saudi Smash 2024 involve numerous local stakeholders from various industries, thereby distributing economic benefits across a broad spectrum of the local economy. They also promote long-term economic stability by creating jobs and spurring infrastructural developments.

A need for enhanced fan engagement

Recognizing the shifting preferences of younger generations, the Middle East is tailoring its sporting events to cater to Generation Z and Alpha spectators who prefer shorter, more action-packed formats. Similar to what can be expected at a World Table Tennis Saudi Smash, these events are no longer just about the sport; they are multimedia, multifaceted experiences that incorporate advanced digital technologies — such as augmented reality and real-time data analytics — to offer personalized and interactive fan engagement. This shift is critical as fan attraction and retention now hinge on delivering more than just brand loyalty; young fans desire a voice in decision-making processes and seek bespoke experiences that resonate with their digital-native sensibilities.

The power of sports sponsorships

The global sports sponsorship market is poised to grow from $66 billion in 2022 to nearly $108 billion by 2030, and the flourishing sports scene in the Middle East provides fertile ground for brands to market themselves to millions of consumers in the region. An event like Saudi Smash offers regional and global brands a platform to enhance visibility and engage with diverse audiences. The power of sponsorship, in its traditional form, is undeniable. It offers brands an unparalleled opportunity to connect with specific audience segments, fostering emotional bonds, driving brand loyalty, and catalyzing sales. Sponsorship, long-standing in the world of marketing, has entered a transformative era. Sports event partnerships have evolved from mere logo placements and brand affiliations to deeper, more strategic partnerships with an increased focus on values, social impact, and long-term engagement. These collaborations not only drive direct revenue but also build brand associations with health, vitality, and global connectivity, aligning perfectly with corporate goals of broader market penetration and consumer connection.

The evolution of table tennis

The establishment of WTT has been instrumental in transforming table tennis into a major player on the global sports stage. By introducing high-stakes competitions and enhancing broadcast quality, WTT events like the Saudi Smash exemplify how the sport is not only elevating its profile but also integrating seamlessly into the broader context of international sporting events. These events showcase world-class table tennis talent and craft a spectator experience that is globally engaging and accessible. They not only captivate new fans but also attract brand partnerships, further embedding table tennis into the global sports narrative.

Looking to the future

The Middle East’s journey towards becoming a global sports destination is full of promise, bolstered by continuous investments in technology and infrastructure. The transformation of sporting events in the region is emblematic of broader ambitions on the world stage. Through strategic innovation and proactive engagement, the Middle East is not just participating in but is actively leading the global sports dialogue. Events like the WTT Saudi Smash are in place to support this journey, setting new benchmarks for what a sporting event can offer and inviting the world to witness the rise of a new era in global sports prominence.

• Steve Dainton is chief executive of World Table Tennis