A promising future for the sports sector is emerging from the rapid transformation happening across the region. Our latest and seventh edition of the Global Sports Survey 2023 is characterised by a spirit of optimism that reflects robust growth prospects, new perspectives of digital natives and the habits and lifestyles of a diverse population. This sentiment is shared across all territories, but the North America and Middle East markets have shown greater confidence in the sector.
Since 2016, PwC's Global Sports Survey has examined the pulse of the worldwide sports industry by analysing industry leaders' perceptions of the challenges and opportunities they face in a rapidly evolving market. Drawing responses from 507 sports leaders from 43 countries, this edition deep dives into the trends that will shape the future of the world of sports.
In the Middle East, sport is woven closely into people's lives. It has been an effective tool in building communities, inspiring a growing generation of health-conscious citizens and strengthening the region's reputation on the global stage. The World Economic Forum has reported that the Middle East's sports industry is expected to grow by 8.7% by 2026 – compared with global sector growth of 3.3% over the same period. The region's increasingly packed calendar of global sporting events, showcasing its institutional and organisational strengths globally, as well as the trend of high-profile athletes choosing to train here and continue their legacy, has elevated the profile and positive outlook of the Middle East.
Besides the overarching optimism that survey respondents have demonstrated in the regional market's growth prospects, our findings from Saudi Arabia, the UAE and Qatar reveal that sports revenue is expected to increase in the Middle East in the next five years. The 2022 FIFA World Cup in Qatar has set a benchmark for the region and globally in several areas, such as the construction of highly digitalised "smart stadiums," highlighted in this report.
On the back of the Global survey, the following local trends underpin the region's strong growth prospects:
