Governments across the Middle East have committed over US$100 billion in sport infrastructure investments by 2034 as part of a regional effort to expand the sports economy and embed active lifestyles into daily life, according to a new report by Oliver Wyman.
The consultancy’s study, Unlocking the Middle East’s Sport Economy, says that investments in stadiums, wellness districts and community recreation spaces could reshape the region’s social and economic landscape over the next decade, coinciding with a wave of global sporting events including the 2030 Asian Games in Doha, the 2034 Asian Games in Riyadh and the 2034 FIFA World Cup in Saudi Arabia.
The report also identifies a $75 billion growth opportunity in closing the region’s sports participation gap. While 85 per cent of the Middle East’s population regularly consumes sport content, only 30 per cent take part actively, underscoring the potential for governments and investors to capture value by promoting local engagement, fitness initiatives and digital participation platforms.
“The Middle East is entering a defining decade for sport,” said Guillaume Thibault, Head of Sports and Entertainment for India, the Middle East and Africa at Oliver Wyman.
“By moving beyond world-class events to make sport part of everyday life through inclusive infrastructure, digital ecosystems and vibrant community engagement, the region can unlock the full potential of its sport economy.”
Oliver Wyman estimates that bridging the participation gap could boost sport participation by 5 per cent annually, expand the overall sport economy by 10 per cent and raise sport tourism by 14 per cent. The region’s young demographics, with nearly 60 per cent of the population under 30, are seen as a key driver of long-term growth.
Globally, sport-related tourism accounts for 10 per cent of travel spending, or about $600 billion annually, and the rise of “sportainment” – where sport and entertainment merge – is creating new commercial models within an experience economy projected to reach $15 trillion by 2034.
The report added that Saudi Arabia alone could generate up to $200 billion in revenue from tourism, media and global investment linked to its sports branding.
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