Kicking off the Middle East's next growth engine

The Middle East has rapidly positioned itself as a global hub for sports and entertainment, not only as a host of major international events but also as an emerging centre for long-term investment and innovation. Led by Saudi Arabia, the UAE, Bahrain and Qatar, the region is leveraging sports to diversify economies, attract tourism, and connect with its young, digital-native populations.

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THE Middle East has rapidly positioned itself as a global hub for sports, both as a host of major international events and as an emerging centre for long-term sports investment and innovation, according to a report by management consultancy Kearney.

The report, titled “From Passion to Profit: Unlocking Value in Sports,” highlights the Middle East - led by Saudi Arabia, the UAE, and Qatar - as a rapidly evolving sports hub, fuelled by state-led investment, visionary policy, and a drive to diversify its economies and stimulate tourism, as well as engage its predominantly young, digital-native populations.

As governments channel billions into major sporting events, elite facilities, tourism infrastructure, and digital innovation under national strategies such as Saudi Vision 2030, construction firms are set to play a critical role in delivering these ambitions.

Kearney estimates the global sports market will reach $417 billion in 2025, growing to $602 billion by 2030. Major growth drivers include gaming, broadcasting, and commercialising IP, but the report calls particular attention to the surging value placed on sports infrastructure in the Middle East.

Unlike traditional markets, the Middle East is not simply replicating existing sports model it’s reimagining them, according to Roland Nikolaou, Head of Football for MENA and APAC at IMG, in the Kearney report.

"The Middle East isn't just investing in sport - it's reimagining its purpose. As the lines blur between competition, entertainment, and culture, the region is pioneering new models that could redefine how the world engages with sport in the digital age. With a blend of visionary policy, technological ambition, and cultural confidence, it is positioning itself not as a follower of global trends, but as the architect of sport's next chapter," he says.