At a time of unprecedented turbulence for the industry, we examine in detail both the short and long-term consequences of COVID-19. Beyond the challenges, we also highlight the opportunities resulting from the fact that the sports industry is expected to grow faster in our region than anywhere else in the world over the next three to five years.
A key reason for this survey is to understand industry leaders’ perceptions of the growth, opportunities and threats faced by the sports market. Despite the unprecedented impact of the restrictions brought in to suppress the spread of COVID-19, the results in our region show cause for optimism. Our survey has identified three key enablers to accelerate change in this sector. These are digital transformation and the creation of digital assets, the growth of esports and ability of sports federations to capitalise on their popularity, and the transformational power of women’s sports within society.
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Key Findings
The acceleration of change resulting from COVID-19
In stark contrast to the global market, for which respondents now expect the annual growth rate to slow to 3.3% over the next three to five years, respondents expect the Middle East to grow by 8.7% over the same period.
Market growth outlook by respondents' best known market
Percentage annual growth estimates over a 3-5 year period
The main differentiator for the Middle East is that regional governments are actively seeking to use sport as a way to diversify their economies away from natural resources and to build social cohesion. Gulf Cooperation Council (GCC) member states including Saudi Arabia and the United Arab Emirates (UAE) for example, have spent more than $65bn on sports development.
In the Middle East, respondents believe football and esports have the greatest potential for revenue growth:
What sports are winning?
Respondents who ranked their top two as answers "above average" and "very high"
Most sports leaders agree that the capacity of sport to engage audiences remains intact, and interest in live sports content is not expected to drop. Yet facing today’s dramatic challenges and tomorrow’s uncertainties, the sports industry urgently needs to ask itself what concrete initiatives should be prioritised to accelerate change.
Some 63% of Middle East respondents expect the sports market overall to fully recover by 2022, which is far more optimistic than the global figure of 42%:
By when do you think the sports industry will have fully recovered to pre COVID-19 levels?
Percentage of respondents
Their positive outlook is bolstered by the expectation that public expenditure in the sector will continue. In addition, our survey respondents believe that the sports industry in the Middle East has responded well, as government-run sports bodies have put in place plans to adapt to the impact of the global pandemic.
Key Takeaways
COVID-19 has presented tremendous challenges to the sports sector internationally, and revenues from live spectator events will continue to struggle until vaccines have been delivered at scale across the world. However, events of 2020 have also amplified the transformation of the industry, as virtual entertainment, digital fan engagement and digitalised physical activity all extended their reach.
In the Middle East, where governments are investing in sport as a way to diversify their economies and promote social change, the challenge for the major sports governing bodies is to harmoniously integrate both global trends and regional developments in order to nurture and solidify the developing sports ecosystem.
The good news is that the region’s sports industry is expected to recover and grow at a faster pace than in the rest of the world. To capitalise on this, sports organisations should focus on developing mass participation, particularly women’s sport, to create a strong foundation of fans and players. Investing in their digital capabilities to increase fan engagement, and capitalising on the opportunity of esports, will also empower sporting federations and clubs to capture future growth.
