Middle East Sports Market To Grow 8.7%, Outpacing Global Average: PwC Report

Initiatives to boost grassroots participation and develop local talent help the region’s sports market to surpass the global growth average of 7.3 per cent, the latest sports industry outlook by PwC said.

Middle East sports boom

The report said that with over 50 per cent of the population in Gulf Cooperation Council (GCC) countries under 25, the region’s youth are reshaping the sports landscape.

While football remains dominant, young consumers are increasingly engaging with padel, esports, golf, basketball, and mixed martial arts (MMA), it said.

The report highlighted the evolution of the Middle East’s sports sector across seven key pillars, including government initiatives, private investment, women’s sports, and technological innovation.

“National transformation programmes in key GCC economies are positioning sport as a central pillar of economic diversification and social development,” PwC said.

According to PwC’s Global Sports Survey 2024, the Middle East now leads 24 per cent of global sports investments, significantly increasing its global influence.

Countries like Saudi Arabia, the UAE, and Qatar are investing in sports infrastructure that prioritises renewable energy, water conservation, and smart technologies, setting new benchmarks for sustainable sports development, it said, adding that these efforts reinforce the region’s ability to host world-class events and attract global audiences.

The report said the Middle East is adopting generative AI (GenAI) with measured optimism, particularly in esports and gaming.

Investments in smart venues, digital fan experiences, and data analytics are enhancing user experiences and operational efficiency, it said.

The report also said women’s sports in the Middle East are experiencing unprecedented growth, with 85 per cent of sports executives forecasting double-digit growth in women’s sports revenues over the next three to five years.

Nicolas Mayer, PwC Middle East Partner, Tourism, Sports and Entertainment Leader, said the Middle East continues to make significant strides in establishing itself as a premier destination for major sporting events.

“Its focus on creating lasting impact across multiple dimensions is positioning the region as a global sports leader, with ambitions extending far beyond the sports arena,” he said.