The sports market at a glance
The region’s sports industry is expanding, with new investments and infrastructure projects driving growth. The global sports market, currently valued at $600 billion, is projected to grow by 8.7% by 2026. In Saudi Arabia, the sports sector is experiencing rapid expansion, with its market size expected to triple from $8 billion to $22.4 billion by 2030.
Major projects include:
15 new stadiums which includes, 11 new builds and 4 renovations across Saudi Arabia for the 2034 FIFA World Cup.
Qatar is building on its post-World Cup momentum by bidding for and hosting major events like the FIFA Arab Cup (2025, 2029, 2033), FIFA U17 World Cup (2025–2029), and the Web Summit (2024–2028).
The UAE’s first indoor velodrome and the world’s largest wave pool.
- Government investment in sports
- Key investment area
- Technology and fan engagement
- The changing sports consumer
- Women’s sports on the rise
- The future of major sports events
Government investment in sports
The Middle East region stands out with a comprehensive approach that sets new standards for public sector involvement in sports. Governments in the region are taking an increasingly sophisticated approach to sports development, aligning initiatives with broader national transformation strategies, reinforcing the strategic importance of the sector. The scale of government-led infrastructure investment is transforming the regional sports landscape.
Key investment area
Sovereign wealth funds, including Middle Eastern funds, now lead 24% of global sports investments. This reflects the region's strategic approach to diversifying economies while establishing itself as a global sports hub.
The region is pioneering new commercial models, particularly in emerging sports sectors. Qatar's investments in Formula 1, the UAE's development of combat sports, and Saudi Arabia's Esports initiatives demonstrate the breadth of commercial opportunities being pursued.
Technology and fan engagement
From smart stadiums to AI-driven content, the way fans interact with sports is changing.
Sports media and technology companies are leveraging GenAI to create content more efficiently, unlock new commercial opportunities, and develop innovative fan engagement models.
Despite its potential, many sports organisations are slow to adopt GenAI. 59% lack a strategy, and 16% don’t see it as relevant. Key challenges include:
The changing sports consumer
The region’s audience is young, tech-savvy, and more engaged than ever. With 50% of the GCC population under 25, interest in emerging sports like padel and MMA is on the rise. In Saudi Arabia, live attendance at football matches has doubled, fuelled by high-profile international player signings. Meanwhile, fitness and wellness trends continue to grow, with events like the Riyadh Marathon attracting record participation.
Women’s sports on the rise
Women’s sports are gaining momentum, with over 500 dedicated sports centres in Saudi Arabia and expanding female football leagues. The Arab Women Sports Tournament (AWST) has grown into the largest event of its kind in the region, reflecting the increasing investment and interest in the sector. Meanwhile, 85% of sports executives expect revenue growth in women’s sports over the next five years.
The future of major sports events
The region isn’t just hosting events, it’s building long-term sports ecosystems. AI-powered stadiums are reducing energy consumption by up to 40%, making sports venues more sustainable. At the same time, governments are investing in local talent development programs to ensure long-term growth. New partnerships are also bringing international expertise into regional sports management, strengthening the industry’s infrastructure and prospects.
Get the full analysis on how investment, innovation, and changing consumer trends are shaping the future of sports in the Middle East.
Sports Industry Outlook 2025
Insights and opportunities for the Middle East
تطلعات قطاع الرياضة
رؤى و فرص للشرق الأوسط
Hear from our experts
"Sport businesses should aim to maximise visits by creating a rich events ecosystem with diverse spending opportunities - doing so will allow them to build direct, long lasting communication channels with their consumers, enabling them to tailor their offering towards optimal experiences and commercial offerings for their different demographic categories."
Nicolas Mayer, Partner, Middle East Tourism, Sports & Entertainment Leader, PwC Middle East
"Governments play a pivotal role in sports development, aligning with national strategies to drive social development, youth engagement, and health outcomes. When government backs such initiatives, private investment is more likely to follow which will amplify and expand potential."
Fauaz Labadi, Partner, Global Relationship Partner for Sport in KSA, PwC Middle East
"The sports industry in the Middle East is transforming, boosting economic growth through strategic investments in infrastructure, commercial optimisation and capacity-building. The region is becoming a leading sports powerhouse by focusing on participation and hosting major global events."
Mushtaq Al Waeli, Senior Executive Advisor, PwC Middle East
"Lower media coverage for women's sports is a global issue that is at last beginning to improve. We absolutely know there is a significant and growing audience for women's sport, but to accelerate this in the region, it's crucial that it is presented with high production values, across multiple platforms that suit viewing habits."
Peter Daire, Senior Executive Advisor, PwC Middle East
Lasting impact
The Middle East is prioritising sustainability in major sports events, with initiatives like carbon-neutral stadiums, AI-powered energy management, and renewable energy adoption. Technologies such as smart lighting and automated HVAC systems are reducing operational costs and cutting carbon emissions by up to 40%.
Qatar’s GORD is leading sustainability efforts, while collaborations between governments, private companies, and non-profits are addressing environmental challenges.
Beyond sustainability, these events are boosting tourism, local economies, and community development, reinforcing the region’s growing role in global sports.
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Contributors
Partner, PwC's Chief People Officer, EMEA and Middle East, PwC Middle East
Imad Matar
