2024年中东体育产业展望报告

Sportsindustryoutlook

InsightsandopportunitiesfortheMiddleEast

Foreword

TheMiddleEast'ssportsindustryisinanexciting,

transformativephase,reshapingtheregionalandglobal

sportinglandscape.FromQatar'ssuccessfulhostingofthe

Men's2022FIFAWorldCuptoSaudiArabia'sselectionas

hostofthe2034tournament,theregioncontinuestomake

boldstridesinestablishingitselfasapremierdestinationfor

majorsportingevents.

ThisoutlookreportexploreshowtheMiddleEast’ssports

sectorisevolvingacrosssevenkeypillars,fromgovernment

initiativesandprivateinvestmenttoemergingopportunities

inwomen'ssportsandtechnologicalinnovation.Our

analysisrevealsasportsecosystemthatisrapidlymaturing,

drivenbystrategicnationalvisions,substantialinfrastructure

developmentandinnovativeapproachestofan

engagement.

Theregion'ssportsmarketisprojectedtogrowatan

impressiverateof8.7%overthenextthreetofiveyears,

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outpacingtheglobalaverageof7.3%.Thisgrowthwillbe

fuelledbysignificantinvestmentsinpremiumsports

propertiesandinfrastructure,alongsideambitiousinitiatives

toincreasegrassrootsparticipationanddeveloplocal

talent.

Lookingahead,theregion'ssportssectorfacesboth

opportunitiesandchallengesasitbalancescommercial

growthwithsustainabledevelopment.Throughthisreport,

weaimtoprovidestakeholderswithstrategicinsightsinto

thetrends,challengesandopportunitiesshapingthefuture

ofsportsintheregion.

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Stateofthe

sportsindustry

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1Marketoverviewandstrategicdevelopment

Aspartoftheirnationalagendatoachieveeconomicdiversification,

countriesintheMiddleEasthaveincreasedtheirinvestmentsinthe

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sportssectorthathasledtoarapidlymaturingsportsecosystem.Thereisagrowingemphasisondiversifyingsportingofferings,embedding

sustainabledevelopmentpracticesandleveragingtechnologyto

enhanceglobalcompetitiveness.ThesectorisalreadyaUS$600billionindustryintheMiddleEastanditissettogrowby8.7%by2026.2

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SaudiArabia’sVision2030,forexample,reflectstheregion’sambitiontopositionsportsasakeydriverofeconomicandsocialgrowth,with

expectedgrowthfrom$8billionto$22.4billionby2030.3Thistrajectoryissupportedbycomprehensivedevelopmentacrosstraditionaland

emergingsportsdomains,supportedbygrassrootsandelite-levelprogrammes.

Infrastructureandtechnology

Theregion'scommitmenttosportsdevelopmentisevidentinits

substantialinfrastructureinvestments.SaudiArabiaispreparingforthe2034FIFAWorldCupwithplanstodevelopatotalof15environmentallyfriendlystadiums.Ofthese,11willbenewlybuiltand4renovatedacrossmajorcitiesincludingRiyadh,Jeddah,andotherkeylocations,aspartofitswiderdevelopmentinitiatives.4Qatarcontinuestoleverageits

post-WorldCupmomentumthroughstrategicallybiddingfor,and

hosting,majorsportingeventssuchastheFIFAArabCupin2025,20292033,FIFAU17WorldCupin2025through2029andtheWebSummitfor2024through2028.5TheUAEiscreatingtheregion'sfirstindoor

velodromeandtheworld'slargestwavepool.6

Theseprojectsprioritiserenewableenergy,waterconservationandsmarttechnologies,settingnewstandardsforsustainablesportsdevelopmentandunderpinningtheregion’scapacitytohostworld-classeventsand

attractinternationalaudiences.

Theregionincreasinglyembracesdigitalinnovationinsports,with

investmentsinsmartstadiumtechnology,fanengagementplatforms,andEsportsinfrastructure.SaudiArabia'sNationalGamingandEsports

SectorStrategyaimstodeveloptheentiregamingandEsportsvaluechain,create39,000jobs,andcontributeUS$13.3billiontothe

Kingdom'sGDPby2030.7

TheintegrationofdigitaltechnologiesextendsbeyondEsports,

enhancingtraditionalsportsexperiencesfrommatch-dayactivitiesto

year-roundfanengagement.Thisreflectstheregion’sintenttoleveragetechnologyasacornerstoneofitssportsdevelopmentstrategy.

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Globalsportinghub

Formula1'sexpansionintheMiddleEastdemonstratestheregion's

growingprominenceinglobalsports.TheBahrainGrandPrixhasbeenheld20timesandtheAbuDhabiGrandPrix15times,withSaudiArabiaandQataralsosuccessfullyestablishingtheirownraces.Additionally,

combatsportshavegainedtraction,withtheUAEhostingoverfiveUFCeventssince2021andSaudiArabiahostingmorethansevenmajor

boxingevents.Thisdiversificationhelpsattractinternationalaudiencesandpositionstheregionasayear-roundsportingdestination.

PwCperspective

Thesefoundationalefforts,frominfrastructuredevelopmentto

strategicdiversification,notonlypositiontheMiddleEastasaglobalsportshubbutalsocreatefertilegroundforinnovativetechnologiesandtransformativeinvestments.Thissetsthestageforthecritical

rolegovernmentsplayinshapingthisgrowth.

MushtaqAlWaeli,

SeniorExecutiveAdvisor,PwCMiddleEast

ThesportsindustryintheMiddleEastis

transforming,boostingeconomicgrowth

throughstrategicinvestmentsin

infrastructure,commercialoptimisationandcapacity-building.Theregionisbecomingaleadingsportspowerhousebyfocusingonparticipationandhostingmajorglobal

events.

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2018

2034

FormulaE

2018-Ongoing

Formula1GrandPrix*

2018-Ongoing

2020

2030

FIFAClubWorldCupDakarRally2020

2022

2029

LIVGolfInvitationalSeries2022

FIFAWorldCup2022

2024

2027

WorldAquatics

Championships2024EsportsWorldCup

2024-Ongoing

2025

2026

WTAFinals2025

ISG(IslamicSolidarityGames)in2025

AsianGames2034

FIFAWorldCup2034

AsianGames2030

AsianWinterGames2029

AFCAsianCup2027FIBAWorldCup2027OlympicEsports

Games2027

AIMAG

(AsianIndoorand

MartialArtsGames)in2026

Timelineofmajorsport

eventsheldintheMiddleeast

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*BahrainGPrunningsince2004

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Governmentinsports

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Strategicvisionandpolicyframework

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PwC’sGlobalSportsSurvey2024

revealsthatonly25%ofrespondentsgloballybelievetheirgovernment'ssportsdevelopmentstrategyiswell

thought-out.However,theMiddleEaststandsapartwitha

comprehensiveapproachthatsetsnewstandardsforpublicsector

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involvementinsports.Nationaltransformationprogrammes,suchas

SaudiArabia’sVision2030andtheUAE'sVision2031,andQatar’s

NationalVision2030,positionsportascentraltoeconomicdiversificationandsocialdevelopment.Othergovernmentsintheregionarealsotakinganincreasinglysophisticatedapproachtosportsdevelopment,aligning

initiativeswithbroadernationaltransformationstrategies,reinforcingthestrategicimportanceofthesector.

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Publichealth,infrastructureandsocialdevelopment

Acrosstheregion,governmentsareturningtosportsasawaytoimprovepublichealthandsocialcohesion.InSaudiArabia,effortsinclude

expandingsportseducation,withprojectssuchasanewOlympicvillageinRiyadhandtheestablishmentoftheMahdSportsAcademy.8These

initiativesextendbeyondelitesportsdevelopmenttopromotegrassrootsparticipationandcommunitywell-being,withaparticularfocusonyouthengagementandhealthoutcomes.

Thescaleofgovernment-ledinfrastructureinvestmentistransformingtheregionalsportslandscape.

TheUAE'spioneering

sportsfacilities,

includingtheregion'sfirstindoorvelodrome.

Dubai’s10-yearsports

strategy,alignedwiththeD33agenda,aimstohost3,000eventsand1,000

trainingcamps.

Oman’sMusannah

IntegratedSportsCity

project,designedtohostregionalandinternationalsportingevents.

Qatar'songoingpost-WorldCupfacility

development.

15environmentally

friendlystadiumsacross

SaudiArabia.

Comprehensivetraining

anddevelopmentcentres.

Theseinvestmentshighlightacommitmenttosustainabilityandsmart

technologyintegration,settingnewbenchmarksforsportsinfrastructuredevelopment.

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2Public-privatepartnershipsandeventstrategy

Asthesportssectormatures,governmentsincreasinglyfocusoncreatingframeworks

thatencourageprivatesectorparticipation.Forexample,SaudiArabia’sNational

PrivatizationCenter(NPC)isacceleratingtheprivatisationof14footballclubs.9

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Meanwhile,similarregionalinitiativesaimtoenhancegovernance,improvefinancial

reporting,andreducerelianceongovernmentfunding.Governmentsupporthasbeencrucialinsecuringanddeliveringmajorinternationalevents.Qatar'ssuccessfulhostingofthe2022FIFAWorldCupandSaudiArabia'sselectionforthe2034tournament

demonstratestheregion'scapability.Thissuccessisbuiltonstronggovernmentcommitmenttoinfrastructuredevelopment,security,andcomprehensiveeventdeliveryframeworks.

Futureroleevolution

Intheregion,therelationshipbetweengovernmentandsportsisevolving,with

indicatorssuggestingagradualshifttowardsamoreregulatoryandstrategicroleasprivatesectorinvestmentincreases.However,governmentsremaincommittedto

maintainingtheirenablingroleinsportsdevelopmentwhilefosteringsustainablegrowththroughpolicyframeworksandstandards.

PwCperspective

Asgovernmentinitiativeslaythegroundworkforpublichealth,

infrastructure,andeventhosting,theyalsopavethewayforprivatesectorcollaborationandsignificantinvestmentopportunities,whichwillbeexplorednext.

Governmentsplayapivotalroleinsports

development,aligningwithnational

strategiestodrivesocialdevelopment,youthengagement,andhealthoutcomes.When

governmentbackssuchinitiatives,private

investmentismorelikelytofollowwhichwillamplifyandexpandpotential.

FauazLabadi,

Partner,GlobalRelationshipPartnerforSportinKSA,PwCMiddleEast

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Sportsinvestment

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3Strategicinvestmentandgrowth

Theregion’spositioninglobalsportsinvestmenthasstrengthened

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significantly.Sovereignwealthfunds,includingMiddleEasternfunds,nowlead24%ofglobalsportsinvestments.10Thisreflectstheregion'sstrategicapproachtodiversifyingeconomieswhileestablishingitselfasaglobal

sportshub.Premiumsportsassetsremainparticularlyattractive,with68%ofglobalsurveyrespondentsexpectingthisfocustocontinue.

Majorinvestmentsarereshapingthesportinglandscape.ThePublic

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InvestementFund's(PIF)acquisitionofa75%stakeinfourtopSaudiProLeagueclubs–AlHilal,AlNassr,AlIttihadandAlAhli11.Theseinvestmentsextendbeyondownership,includingsignificantspendingonplayer

recruitment,infrastructure,andcommercialdevelopment.

TheSaudisportsmarketisundergoingatransformativephase,with

ambitiousgrowthplanssetfor2030.12Achievingthesegoalswillrequireasignificantincreaseinprivatesectorparticipation,emphasisingtheneedforsubstantialnewinvestmentsandcommercialinnovation.Thefocuson

privatesectorengagementrepresentsafundamentalshiftintheregion'ssportsinvestmentstrategy.

NotablestrategicpartnershipsincludeSURJInvestments'recentmajor

investmentintosportsstreamingplatformDAZN,alsothepartnershipwithProfessionalFightersLeague(PFL)tolaunchPFLMENA,demonstratingtheregion'sabilitytocreatenewsportspropertiesanddevelopanauthentic

broadcastplatformforthem.13Similarly,QatarSportsInvestments'(QSI)$200millioninvestmentinMonumentalSports,whichownsclubsandarenasintheUS,reflectsagrowingfocusoninternationalportfolio.14

Commercialinnovation

Theregionispioneeringnewcommercialmodels,particularlyinemerging

sportssectors.Qatar'sinvestmentsinFormula1,theUAE'sdevelopmentof

combatsports,andSaudiArabia'sEsportsinitiativesdemonstratethebreadthofcommercialopportunitiesbeingpursued.

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PwCperspective

Theseinvestmentscreatearobustfinancialandoperational

foundationforthesportsindustry,enablinginnovativetechnologieslikeGenAItofurtherrevolutionisesportsmanagement,fan

engagementandperformanceanalytics.

Strategicsportsinvestmentsand

privatisationacrosstheMiddleEastare

strengtheninggovernance,attracting

investmentandpositioningtheregionasa

sustainable,globallycompetitivesportshub.

ImadMatar,

Partner,TransactionServicesLeader,PwCMiddleEast

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GenAIinsports

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Adoptiontrendsandapplications

TheMiddleEast'ssportssectorisapproachingGenAIwithmeasured

optimism,thoughadoptionpatternsvarysignificantlyacrossdifferent

segmentsoftheindustry.Findingsfrom

PwC’sGlobalSportsSurvey2024

revealanotabledivideworldwide:while70%oftechnologycompaniesare

activelydevelopingGenAIstrategies,traditionalsportsorganisationsare

takingamorecautiousapproach.15Thisdisparityhighlightsboththe

transformativepotentialandtheimplementationchallengesofGenAIinsports.

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OrganisationswhichstandtobenefitmostfromGenAl

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Percentageofrespondents

3%

26%21%16%14%12%8%

MediaTechnologyFantasy&betting

Team/ClubLeague/competitionorganiserFederationsVenues

MostimportantusecaseforGenAlinSports

Percentageofrespondents

5%

38%23%18%8%8%

Contentcreation&distribution

PerformanceoptimisationFanengagementOperationalefficiency

Advertising&sponsorshipEsports

ContentcreationanddistributionemergeastheleadingapplicationsforGenAI,

with38%of

PwC’sGlobalSportsSurvey2024

respondentsidentifyingtheseaskeyareas.SportsmediaandtechnologycompaniesareleveragingGenAIto

createcontentmoreefficiently,unlocknewcommercialopportunities,anddevelopinnovativefanengagementmodels.Theseapplicationsrangefromautomated

highlightreelstopersonalisedcontentdeliveryacrossmultipleplatforms,reshapinghowfansinteractwithsports.

TheintegrationofGenAIintoperformanceanalyticsrepresentsasignificant

opportunityforsportsorganisations.Bycombiningdiversedatasets-from

medicalhistoryandtrainingloadstomatchperformanceandnutritiondata-

organisationscangeneratericherinsightsforathleterecruitment,development

andhigh-performanceprogrammes.Thisdata-drivenapproachwillbeparticularlyvaluableintheregion'semergingsportsacademiesandtrainingfacilities.

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4Implementationchallenges

Despitethepotentialbenefits,significantbarrierstoadoptionpersist.The

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globalsurveydataindicatesthat59%ofsportsorganisationslackaGenAIstrategy,while16%donotcurrentlyseeitasrelevanttotheirbusiness.Theprimarychallengesinclude:

Shiftingoperationsawayfromestablishedworkingmethods

SecuringsufficientfundingforGenAIinitiatives Managingorganisationalculturechange Accessingrequiredtechnicalcapabilities AligningstakeholdersonGenAIopportunities

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5%

TheMiddleEast'sstrongtechnologyinfrastructureand

digital-firstapproachtosportsdevelopmentcreateunique

13%

14%

14%

opportunitiesforGenAIadoption.Theregion'sinvestmentinsmartvenues,digitalfanexperiencesanddataanalytics

19%

capabilitiesallprovideastrongfoundationforGenAIintegration.ThisisparticularlyevidentinEsportsandgaming,whereAI-driventechnologiesenhanceuserexperiencesandoperationalefficiency.

Futuredevelopmentframework

SuccessinGenAIadoptionrequiresabalancedapproachcombiningtechnologicalinnovationwithpracticalimplementation.OrganisationsareincreasinglyfocusingoncreatingvaluerealisationframeworksthatalignusecaseswithappropriatetoolsandsolutionswhilemaintainingresponsibleAIpractices.Thisstructuredapproachhelpsensure

sustainableadoptionandmeasurableimpactacrossthesportssector.

PwCperspective

Astheregionadoptscutting-edgetechnologies,theseadvancements

resonatewithadigitallysavvysportsconsumerbase,shapinganeweraofengagementandinteraction.

IntheMiddleEast,GenAIisn’tjustenhancingsports;it’sredefiningfanengagement,optimisingathlete

performanceandshowcasinghowtechnologycanamplifynationalvisionslikeSaudiVision2030andQatarDigitalAgenda2030.

FaisalAl-Urfali,

SeniorManager,SportsConsulting,PwCMiddleEast

5Thesportsconsumer

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5Ayoungdemographic

Withmorethan50%ofthepopulationofGulfCooperationCouncil(GCC)

countriesagedunder25,today'syouthareactivelyreshapingtheregion's

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sportslandscape.Whilefootballmaintainsitspositionasthedominantsport,youngconsumersareincreasinglyexploringarangeofinterests,including

padel,Esports,golf,basketball,andMMA.InSaudiArabia,the

transformationisparticularlynoteworthy,withnearly1,000Esportsplayershavingturnedgamingintofull-timecareers16,positioningtheKingdomasaglobalgaminghub.

Digitalinnovationfuelsfanengagement

TheMiddleEasternsportsconsumerishighlydigitallyengaged,with

over-the-top(OTT)serviceslikeShahidVIPandbeINConnectrevolutionisinghowfansconsumesportscontent.Innovationsfromcompanieslikethe

Qatar-basedSponixTech(immersivereplays)andKSA-basedFanera(fanexperienceplatforms)underscoretheregion’sleadershipindigitalsportstransformation.

Socialmediaisakeydriveroffanengagement,withplatformslikeTikTok,

Instagram,andX(formerlyTwitter)playingacentralrole.PenetrationratesintheMiddleEasthighlightthewidespreaduseofsocialplatforms,withthe

UAEat115%17,SaudiArabiaat96.2%18andQatarat96.8%19These

platformshavebecomekeychannelsforengagingaudiences.TikTok,in

particular,hasbecomeafocalpointforfootballenthusiasts,as

demonstratedbytheSaudiProLeague’s(SPL)collaborationwiththe

platform.ThispartnershipincludesthelaunchofadedicatedSPLExclusiveHub20,providingfanswithacentralspaceforexclusivecontentsuchas

behind-the-scenesfootage,playerinterviews,andmatchhighlights.The

initiativealsoinvolvescollaborationswithtopTikTokcreators,offeringuniqueperspectivesandinteractivestorytellingthatbringfansclosertotheirfavoriteteamsandplayers.

Withover2.5millionfollowersand44.2millionlikes,theSaudiProLeague’sTikTokpresencegivestheexampleofhowsocialmediacanenhancefan

interactionandexpandtheleague’sglobalreach.

Keenonfitnessandwellnesstrends

ThefitnessandwellnesscultureintheGCCisexperiencingsignificantgrowth,withincreasedparticipationinbothrecreationalandprofessionalsports.Asof

December2024,58.5%ofindividualsaged18andaboveinSaudiArabia

engageinatleast150minutesofphysicalactivityperweek.21Thisisexemplifiedbythe2024RiyadhMarathondoublingofparticipantsto20,000.22Similarly,theUAE'sSportsSectorStrategy2032reflectsastrongcommitmenttoenhancingbothcommunityandcompetitivesports.Itaimstoboostoverallsports

participationratesby65%andtrain20Olympic-levelathletes.23

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5Interestedinsportseventsandtourism

LivesportsattendanceintheGCChassurged,drivenbyitsgrowing

reputationasahostformajorinternationaltournamentsandlocalleagues,influxofinternationalstarsandenhancedfanexperiences.Forinstance,

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CristianoRonaldo’sarrivalatAlNassrfootballclubhasboostedaverage

home-gamestadiumattendancefrom8,121in2021/2022seasonto17,638inthe2022/2023season.24Investmentsindigitalticketingandimprovedfanamenitiesresultedinenhancedmatchdayexperiences,supportingthe

growthinliveattendance.

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Sportstourismremainsavitalgrowthdriver.Qatar'sMen'sFIFAWorldCup2022attractedover1millionvisitors,generatinganestimated$2.3to$4.1billionintourismspendingandbroadcastingrevenue,contributingbetween$1.6and$2.4billiontoQatar'sGDP.25Thissuccesshascreatedapositiveimpactboostingthetourismandhospitalitysectorsacrosstheregionbyupto30%.

PwCperspective

Withayoungandtech-savvydemographicdrivingengagement,theregion’sconsumerbaseisreshapingthesportslandscape.Thisshiftisfostering

greaterinclusivityanddiversification,whilecreatingunprecedentedmomentuminwomen'ssports,asdetailedinthenextsection.

ThesportsindustryintheGCCshouldfurthercaterforfamilyconsumers,toserveadiversefanbase,leveragethecommercialopportunitiesandsupportthegrowthofsportstourism.

GuyParsonage,

Partner,ChiefExperienceOfficer,PwCMiddleEast

Sportbusinessesshouldaimtomaximisevisitsby

creatingaricheventsecosystemwithdiversespendingopportunities-doingsowillallowthemtobuilddirect,longlastingcommunicationchannelswiththeir

consumers,enablingthemtotailortheiroffering

towardsoptimalexperiencesandcommercialofferingsfortheirdifferentdemographiccategories.

NicolasMayer,

Partner,MiddleEastTourism,Sports&EntertainmentLeader,PwCMiddleEast

6Women'ssports

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Growthandinvestment

Women'ssportsintheMiddleEastarewitnessingunprecedentedgrowth,with85%ofsportsexecutivesforecastingdouble-digitrevenuegrowthoverthenextthreetofiveyears.27Thisoptimisticoutlookreflectsfundamentalshiftsinboth

institutionalsupportandsocietalattitudes.Thesector'sdevelopmentis

particularlynotableinfootball,whereprofessionalleaguesandgrassroots

programmesareexpandingrapidlyacrosstheregion,creatingnewcommercialopportunitiesandpathwaysforfemaleathletes.

Infrastructuredevelopmenthasbeencrucialtothisgrowth,withmorethan500women'ssportscentresnowestablishedacrossSaudiArabiaalone.The

integrationofsportsintogirls'schoolcurricularepresentsafundamentalshift,withover700,000girlsnowparticipatinginschoolfootballleagues.28Since

2021,theKingdomhasseenremarkablegrowthmetrics:professionalfemale

playershaveincreasedby195%,thenumberofclubshasgrownby56%,andwomen'snationalteamshaveexpandedby300%.29

SportsteamsinDubaiarealsowitnessingagrowinginterestfromyounggirls

eagertoparticipateinrugbyandfootball,atrendattributedtotheinfluenceof

inspirationalfemaleathletes.Coacheshavealsoreportedincreasedengagementfromteenagegirls,drivenbyimprovedaccesstosportscomplexes,skilled

coaches,dedicatedgirls-onlyteamsandtheexpansionofcompetitiveleaguesandclubsacrosstheemirate.TheED7eventhasseenparticipationinnetballandrugbygrowby23%and21%respectively,since202230

Professionaldevelopmentandachievements

Sinceitsinceptionin2020,

theSaudiWomen'sFootballLeague

hasexperiencedsignificantgrowth.

Initially,theleaguefeaturedover

600playersparticipatingina9-a-sidecommunitycompetition.

IntheUAE,

women'ssportsachievementshavebeenequallyimpressive,withfemaleathletessecuring335medalsacross70championshipsduringthe

23-2022season.33

Asofthe2025–2024season,theleaguehas

evolvedintotheSaudiWomen'sPremierLeague,comprising10teamswithmorethan200

registeredplayers,includingover50internationalplayersfrom20countries.31

Additionally,theSaudiArabianFootballFederation’s

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(SAFF)inclusionofthreefemalereferees-outofthe27FIFA-certifiedSaudiofficialsfor2024-representsamilestoneforprofessionaldevelopment.

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Qatarhasalsomadenotableprogressinwomen'sfootballandvolleyball.TheQatarWomen'sFootballLeague,establishedin2012,featuressixteamsandremainsthecountry’smainwomen’sfootballcompetition.Involleyball,QatarFoundation(QF)

hasintroducedinitiativeslikethe“CreatingPathwaysProgram”,focusingon

empoweringwomenandgirlsthroughsports.34QFhasalsocollaboratedwiththeInternationalVolleyballFederation(FIVB)tohosteventssuchastheWestAsian

VolleyballAssociation(WAVA)U20Women’sBeachVolleyballChampionship.35

Furthermore,theArabWomenSportsTournament(AWST)2024inSharjah–withitspowerfulslogan"OurCourts,HerStory"–exemplifiestheregion'scommitmentto

advancingwomen'ssports.ThetournamenthasevolvedfromaGCC-focusedeventtobecomethelargestwomen'ssportingeventintheArabworld,providingcrucial

competitiveopportunitiesandvisibilityforfemaleathletesacrossmultipledisciplinesincludingbasketball,archeryandathletics.Similarly,QatarFoundation’sinitiatives,

includingtransformingEducationCityStadiumintoawomen-focusedsportsvenue,highlightongoingeffortstofosterinclusivity.

Mediacoverageandvisibility

Despitewomenmakingupapproximately40%ofallsportsparticipants,

only15%ofmediacoverageisdedicatedtowomen'ssports.Whilethis

marksanimprovementfrom4%in2018,36drivenbythegrowthofstreamingservicesandsocialmediaplatforms,furtherprogressisneeded.There

shouldbeafocusonensuringconsistentandholisticcoverage,

encompassingnotjustgamesbutalsohighlightreelsandsupplementarycontenttobuildsustainedaudienceengagement.

Futureopportunities

Thepotentialforwomen'ssportsintheMiddleEastextendsbeyond

participationmetrics.Therearesignificantopportunitiesinareassuchas

sponsorship,mediarights,andfanengagement.Thewomen’ssportsmarketisincreasinglyseenascatalytic,capableofdrivingprogressacrossothersectorswhilereshapingperceptionsofwomen'scapabilitiesandleadershippotential.

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PwCperspective

Thisgrowthinwomen'ssportsnotonlydemonstratestheregion’s

progressininclusivitybutalsocontributestoamorediversifiedand

dynamicsportinglandscape,whichiscriticalastheMiddleEastlooksaheadtohostingtransformativeglobalevents.

Empoweringwomenisessentialinbusiness,education,andsport.Advancingwomen's

participationinsportbreaksdownbarriers,drivesprogressinothersectors,and

reshapesperceptions.Itfostersequality,

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unlocksgrowth,andpromotesleadership,cr