Under the influence of bold investments, astute alliances, and a growing local passion for sports and health, the sports industry in the Middle East and North Africa (MENA) region is rapidly changing.
As the MENA region positions itself as a powerhouse in the global sports arena and uses the aspirational messages of sports as a pathway for economic growth and cultural exchange, practising at cutting-edge stadiums, taking part in local sports festivals, and attending international sporting events have all grown to be an integral part of daily life in the region.
The PwC Global Sports Survey from 2023 indicates that the Middle East sports economy is growing at a faster rate than the global average, with an expected yearly growth of 8.7% by 2026.
Significant investments by regional governments, especially those in Gulf Cooperation Council nations like Saudi Arabia and the United Arab Emirates (UAE), which have collectively spent over USD 65 billion on sports development, are the main cause of this upsurge.
World-class sporting events are widely available in the MENA region, which is well-known for its thrilling offerings. The Abu Dhabi Grand Prix at Yas Marina Circuit in the United Arab Emirates provides an unparalleled experience, and the Dubai World Cup and Dubai Duty-Free Tennis Championships are among the most esteemed athletic occasions worldwide.
A wide variety of year-round sporting events, including as horse racing, golf, motorsports, boxing, tennis, and martial arts, are available to sports fans in Saudi Arabia.
The signing of Cristiano Ronaldo by Saudi Arabia’s Al Nassr football team in 2023 served as more evidence of the nation’s goal to develop its sports sector and establish itself as a significant hub for international athletic events. Furthermore, the Qatar 2022 FIFA World Cup demonstrated the region’s rising stature in world sports.
Great Variety Of Tastes
In light of the evolving sports landscape, governments in the Middle East and North Africa (MENA) ought to shift their focus towards fostering an atmosphere that fosters the growth of sports and allows fans to partake in inclusive, captivating experiences that accommodate a diverse array of tastes.
Athletes and sports teams rely on human talent and prowess to be successful. Because of this, recruiters will stop at nothing to find bright prospects and clear the path to their success both domestically and internationally. Recruitment campaigns should aim to include a diverse range of athletes from a wide range of sports, as well as enough geographic and inclusive representation.
Some of the best-undiscovered talent, including schools and universities, sports academies, regional and national competitions, youth leagues, and summer clubs, are probably the result of partnerships with common sports venues. Through uploaded footage of performances and competitions, scouts are increasingly using digital platforms and social media to find up-and-coming talent.
The UAE government established the “Sports Talents” programme earlier this year, intending to find 1,500 up-and-coming athletes and give them the assistance they require to hone their abilities.
However, one of the best football schools in the world, La Masia, is FC Barcelona’s renowned youth programme and has produced players of the highest calibre, including Andrés Iniesta, Xavi, and Lionel Messi.
The academy places equal emphasis on the academic and personal development of young players, as well as their technical football talents. Through its FCBEscola programme, FC Barcelona conducts trials for players between the ages of 6 and 11 every year. Those who pass the trial can move on to La Masia.
This pathway offers young talent an opportunity to develop their professional talents in one of the world’s most prestigious football academies, to identify and nurture talent.
Regional governments must allocate funds towards top-notch sports facilities to bolster the region’s worldwide standing and draw in both domestic and foreign spectators. Modern facilities can train elite athletes while also serving as venues for regional and international events, which attract large audiences.
Regions can draw sizable audiences, increase their international image, and produce long-term economic benefits by utilising prestigious international events and efficient broadcasting to promote sports tourism.
Fans are driving demand for huge sports events that border on the exceptional because they have higher expectations than ever before when it comes to attending sporting events. Travellers need to have a seamless, trouble-free experience from the organisers.
Important Alliances
Travellers will have a flawless experience thanks to partnerships with important industry participants like hotels, airlines, and food producers. To reinvent fan experiences, event planners are also collaborating with sports teams to offer things like player meet-and-greets, access behind the scenes, and stadium tours. Above all, maintaining the events’ safety and security is still a crucial and non-negotiable aspect of the whole experience.
Sports regulations are crucial instruments for maintaining professional standards in the sports sector. The rules that guarantee proper pay, benefits, and obligations safeguard the fundamental rights of athletes and sports professionals.
To guarantee adherence to health and safety regulations, safety and health standards are essential components of sports legislation. Conversely, intellectual property rules guarantee the protection of several well-known sports teams’ branding and merchandise from infringement.
The UAE’s Federal Law No. 4 of 2023 Concerning Sports and the Cabinet Resolution Concerning the Executive Regulation of the Federal Law Concerning Sports, which regulates several significant facets of the sports business, are two prime examples of this.
The laws also place a strong emphasis on fostering inclusive sports for people of determination and guide how to incorporate sports-related businesses and form sports federations. To capitalise on the growing sports industry and its adoring fan base, policymakers would do well to keep an eye on these intriguing phenomena.