Sports industry is a game the region cannot afford to miss

The global hype in sports is expected to drive significant growth in the sports economy worldwide and especially in the Middle East and North Africa. It comes as no surprise that sports events cause such sheer pandemonium. The varied herculean acts that athletes perform make audiences gasp. Moreover, the shift toward health and wellness and the growing appeal of organized sports events that border on the spectacular are contributing to a heightened enthusiasm for sports worldwide.
According to research published by the Business Research Company, the value of the global sports market reached $484 billion in 2023 and this is expected to almost double to $862 billion by 2033. Moreover, the PwC Global Sports Survey conducted in 2023 estimates that the Middle East’s sports industry is expected to boom by 8.7 percent by 2026, significantly outpacing the global average of 3.3 percent for the same period.
The MENA region already hosts several world-class sporting events. In the UAE, the Abu Dhabi F1 Grand Prix at the Yas Marina Circuit is an enthralling event, while the iconic Dubai World Cup is one of the world’s most prestigious horse races. In Saudi Arabia, sports enthusiasts can enjoy year-round action-packed sporting events, including diverse sports such as horse racing, golf, motor sports, boxing, tennis and martial arts. Last year, Cristiano Ronaldo signed up with the Kingdom’s Al-Nassr football team, making a global statement about Saudi Arabia’s commitment to becoming a hub for international sporting events and boosting the local sports economy. The 2022 FIFA World Cup hosted by Qatar was also a stellar showpiece that significantly boosted the region’s sports profile.
Now is the most opportune time for MENA governments to build a greater profile for the sports economy in the region. This entails strategically devising a roadmap for the industry that focuses on star performers in all sports-related professions, as well as tailoring overall sports experiences to new expectations and preferences.
Every part of the sports industry hinges on the exceptional talent of athletes. Therefore, policymakers need to lay out scouting, recruitment and training policies so that star athletes are able to reach elite status.
To bridge this gap at a grassroots level, it is important to establish networks with physical education coaches at schools and community centers to identify emerging talents. A key takeaway is to ensure that scouting networks have sufficient geographical coverage in order to detect talents in rural regions as well as cities. Sponsoring local and regional sports competitions can provide opportunities for athletes from all areas to compete and showcase their skills in front of scouts and coaches. In this age of technology, many athletes with high potential are also uploading self-made videos to social media networks to show off their talents.
Earlier this year, the UAE government introduced the Sports Talent platform with the aim of identifying 1,500 emerging sports stars and providing them with the necessary support to develop and enhance their skills. Elsewhere, the Australian Institute of Sport’s Foundations, Talent, Elite and Mastery framework outlines a holistic approach to athlete development, from identifying talents at a grassroots level to cultivating their prowess to ensure they progress into elite sports.
A number of best practices are worth noting, including an emphasis on personalized support and structured guidance to ensure athletes reach their full potential, ongoing athlete education, mentoring and support, access to financial support, and enrollment in targeted training camps, international tours and contests.
Pivotally, regional governments should invest in world-class sports infrastructure in order to elevate the region’s global standing and attract local and global audiences. At the same time, top-notch facilities can also be utilized to train high-performing athletes. By simultaneously promoting sports tourism through high-profile global events and building up the excitement through broadcasting channels, regions can draw large audiences, increase international exposure and create long-term economic benefits.
The fashioning of unforgettable experiences lies at the heart of any sporting event. Fans are very keen on immersing themselves in highly curated experiences. As such, the orchestrators of high-profile sports events must sift through their playbooks to create unique moments and memories.
A new era of travel has ushered in legions of sports fans who are committed to attending major sporting events across the world. Organizers should ensure a seamless, hassle-free journey for such travelers. Considerations include reliable transport links to and from venues, special packages with hotel partners, high-quality amenities and ample food and beverage options. The success of these events also depends on marketing plans, which could include interactive experiences, such as player meet and greets, behind-the-scenes tours and facility tours. The safety and security of such events is a nonnegotiable aspect of the overall experience.

Now is the most opportune time for governments to build a greater profile for the sports economy in the region.

Sara Al-Mulla

Sports laws are pivotal instruments that regulate various aspects pertaining to the professional standards, integrity and safety of sports activities. Typically, such laws would include articles on health and safety standards, arbitration in case of disputes and anti-doping measures. Furthermore, they should detail the basic rights of athletes and employees working in the sports industry, in addition to explaining the procedures for applying for work permits or visas for foreign professional athletes, coaching staff and administrative staff.
For instance, the UAE’s Federal Law No. 4 of 2023 Concerning Sports addresses a range of important levers in the sports industry, from talent scouting and development to incorporating physical education within school and university settings, strengthening inclusive sports for people with disabilities, establishing sports federations for various types of sporting activity and incorporating sports-related companies.
Considering these many dynamics, it is important for regional governments to amplify their sports profiles with carefully crafted policies.

• Sara Al-Mulla is an Emirati civil servant with an interest in human development policy and children’s literature. She can be contacted at www.amorelicious.com.