Middle East Sport Economy Could Unlock $75bn Growth Opportunity

The study finds that while 85 per cent of the region’s population regularly consumes sport content, only 30 per cent actively participate — creating a vast opportunity to turn passive fans into participants.

The analysis comes as Gulf nations prepare to host a series of major global events, including the 2030 Asian Games in Doha, the 2034 Asian Games in Riyadh, and the 2034 FIFA World Cup in Saudi Arabia.

$100bn investment

Governments across the Middle East have already committed more than $100bn in sport infrastructure investments through 2034, spanning stadiums, wellness districts, and community recreation spaces.

These initiatives are reshaping the region’s economic and social fabric, driven by a young population — nearly 60 per cent of whom are under the age of 30.

Saudi Arabia alone could generate up to $200bn in tourism, media, and global investment linked to its growing sports ecosystem and international branding, the report notes.

According to Oliver Wyman, sport in the Middle East is evolving from a purely competitive pursuit to a core component of lifestyle and wellbeing, fuelled by digital innovation, health and fitness integration, and a surge in community engagement.

Globally, sport-related tourism now accounts for 10 per cent of total travel spending, worth $600bn annually, while the rise of “sportainment” — the merging of sport and entertainment — is powering a $15tn global experience economy projected by 2034.

However, the report stresses that inspiring active participation is as vital as attracting fans to mega-events, if the region is to realise the full scale of its growth potential.

Key findings for the Middle East

• $75bn growth opportunity from closing the sport participation gap
• Over $100bn in planned sport infrastructure investment
• 5 per cent annual growth in sport participation, 10 per cent in the sport economy overall, and 14 per cent in sport tourism
• Opportunity to embed sport into daily life through community-based, mixed-use design

Defining decade for sport in the Middle East

Guillaume Thibault, Head of Sports and Entertainment – India, Middle East and Africa, Oliver Wyman, said: “The Middle East is entering a defining decade for sport. By moving beyond world-class events to make sport part of everyday life – through inclusive infrastructure, digital ecosystems, and vibrant local engagement – the region can unlock the full potential of its sport economy and shape the future of global sport innovation.”

Oliver Wyman’s report concludes that the convergence of sport, health, tourism, and digital innovation is positioning the Middle East as a global model for sustainable sport development.

With governments embedding sport into national strategies — from Saudi Arabia’s Vision 2030 to Qatar’s National Vision 2030 — the sector is emerging as both a social catalyst and economic accelerator for the region’s next growth chapter.