The sports market at a glance
The region’s sports industry is expanding, with new investments and infrastructure projects driving growth. The global sports market, currently valued at $600 billion, is projected to grow by 8.7% by 2026. In Saudi Arabia, the sports sector is experiencing rapid expansion, with its market size expected to triple from $8 billion to $22.4 billion by 2030.
Major projects include:
15 new stadiums across Saudi Arabia for the 2034 FIFA World Cup.
Qatar’s redevelopment of Doha Port for post-World Cup tourism and sports events.
The UAE’s first indoor velodrome and the world’s largest wave pool.
- Government investment in sports
- Key investment area
- Technology and fan engagement
- The changing sports consumer
- Women’s sports on the rise
- The future of major sports events
Government investment in sports
Sports are now a core part of national strategies, with governments investing in talent, infrastructure, and private sector partnerships.
Saudi Arabia is investing $2.2 billion in sports education, including the development of a new Olympic village. The country is also driving increased privatisation, with football clubs being sold to private investors. Additionally, there is a growing focus on community sports, with over 700,000 girls now participating in school football leagues
Get the full analysis on how investment, innovation, and changing consumer trends are shaping the future of sports in the Middle East.
Sports Industry Outlook 2025
Insights and opportunities for the Middle East
تطلعات قطاع الرياضة
رؤى و فرص للشرق الأوسط
Hear from our experts
"The sports industry in the Middle East is transforming, boosting economic growth through strategic investments in infrastructure, commercial optimisation and capacity-building. The region is becoming a leading sports powerhouse by focusing on participation and hosting major global events."
Peter Daire, Director, Consulting, PwC Middle East
"Empowering women is essential in business, education, and sport. Advancing women's participation in sport breaks down barriers, drives progress in other sectors, and reshapes perceptions. It fosters equality, unlocks growth, and promotes leadership, creating an inclusive society where talent is recognised regardless of gender."
Mona Abou Hana, Partner, PwC Chief People Office, EMEA and Middle East
"In the Middle East, Gen AI isn’t just enhancing sports; it’s redefining fan engagement, optimising athlete performance and highlighting how technology can amplify national visions like Saudi Vision 2030 and Qatar Digital Agenda 2030."
Faisal Al-Urfali, Senior Executive Advisor, PwC Middle East
"Sport businesses should aim to maximise visits by creating a rich events ecosystem with diverse spending opportunities - doing so will allow them to build direct, long lasting communication channels with their consumers, enabling them to tailor their offering towards optimal experiences and commercial offerings for their different demographic categories."
Nicolas Mayer, Partner, Global Tourism & Hospitality Center of Excellence Leader, PwC Middle East
Lasting impact
The Middle East is prioritising sustainability in major sports events, with initiatives like carbon-neutral stadiums, AI-powered energy management, and renewable energy adoption. Technologies such as smart lighting and automated HVAC systems are reducing operational costs and cutting carbon emissions by up to 40%.
Qatar’s GORD is leading sustainability efforts, while collaborations between governments, private companies, and non-profits are addressing environmental challenges.
Beyond sustainability, these events are boosting tourism, local economies, and community development, reinforcing the region’s growing role in global sports.
Contact us
Faisal Al-Urfali
Senior Consultant, PwC Middle East
Contributors
Guy Parsonage
Partner, Experience Consulting, PwC Middle East
PwC Chief People Officer - EMEA & Middle East, PwC Middle East
Imad Matar
Danny Karam
Transformation Management Unit - Technology, Media, and Telecom Lead Partner, PwC Middle East
