After the success of the FIFA World Cup Qatar 2022, all eyes are on the Gulf region as a hub for international sport. And following the news that football legend Cristiano Ronaldo has signed for Saudi Arabian side Al Nassr, you might be forgiven for thinking it’s all about ‘the beautiful game’. In fact, the region’s relationship with sport runs much deeper and wider than some people realise.
When it comes to professional sport, the Gulf states are quickly climbing to the top of the league – from F1 Grand Prix races and World Tennis Championships to the ambitious UAE Sports Sector Strategy 2032. So it’s no surprise that in 2022, Dubai’s Crown Prince Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum posted a warm welcome on Twitter to ‘all the stars, clubs and sports teams who choose our country’. Sport in the Gulf is clearly on the ascent. And that means plenty of entrepreneurial opportunities around sports tourism.
Football, F1, Tennis, and More
For some years now, the Gulf states have actively grown their involvement in the world of professional sport through strategic investment in some of the biggest football clubs, most notably Qatar’s ownership of Paris Saint Germain (PSG), the UAE’s takeover of Manchester City, and more recently Saudi Arabia’s purchase of Newcastle United.
Control of these high-profile football brands – alongside a number of high-profile sponsorship deals over the past decade or so – has drawn attention to the Gulf region as a serious contender in the sporting arena. These investments indicate a solid commitment to professional football from the Gulf states – further emphasised by the success of the Qatar World Cup.
Not only have critics hailed the thrilling 2022 World Cup final between Argentina and France as one of the greatest of all time, but the tournament itself gave sports fans much to celebrate. Key highlights included teams from all four continents reaching the final 16 for the first time, and record attendance levels for a World Cup. In fact, FIFA announced that by the end of the group stage, cumulative attendance stood at 94% – making it the second highest in the history of the tournament.
Of course, football isn’t the only international sport to rise to prominence in the Gulf states. Back in 2004, F1 found a new home in the desert with the opening of the Bahrain International Circuit (BIC). It was a historic moment, and since then the region has welcomed new races with the Abu Dhabi Grand Prix (GP) from 2009 onwards, and the first Qatar GP at Losail International Circuit in 2021. Alongside F1, international tennis is now firmly established in the region. Both the Dubai Open and the Qatar Open have been part of the ATP circuit for over 30 years.
A more recent addition to the sporting line-up in the Gulf states is Mixed Martial Arts (MMA). The UAE joined the International Mixed Martial Arts Federation (IMMAF) in 2021 and has been hosting flagship MMA events for over a decade. The UAE Mixed Martial Arts Federation (UAEMMAF) acts as the official regulator and provider of amateur and professional MMA in the region. It’s based in Abu Dhabi, a location commonly seen as the global leader in Jiujitsu. In 2022, the emirate hosted more than 7,000 athletes from 100 countries as part of the Jiujitsu World Championship.
With UAE’s growing reputation as a hub for international sport, the region is primed for growth in sports tourism. This of course opens up a multitude of business opportunities for sports-savvy investors, from increased demand for both internal and external transport links to increased footfall for food and beverage providers.
Major sporting events also trigger an upturn in short term property rentals – some of which inevitably boost real estate sales. Retailers and the hospitality sector are also winners from sports tourism – as is tourism in general. That’s because sports tourism opens the gateway to future visits in various forms – including luxury cruises.
World-Class Sports Facilities
Of course, world-class athletes need world-class training facilities. And this is where the Gulf states really shine. Needless to say, football stars – including Liverpool striker Mo Salah – are flocking to Dubai in the off-season to make use of its elite training facilities. In fact, in the last few years, the Nad al Sheba (NAS) complex has welcomed a host of big-name football clubs through its doors, including Real Madrid, AC Milan, Borussia Dortmund, and Manchester United.
But it’s not just professional footballers who are making use of what some professionals have described as one of the best sports facilities in the world. From the Australian cricket team to tennis star Novak Djokovic, the NAS complex and other warm-weather training facilities in the region attract professional athletes from all over the world. The professional indoor and outdoor facilities – including two FIFA-standard football pitches – are complemented by a range of state-of-the-art services, including hydrotherapy, altitude simulation, and even a sports science lab.
For entrepreneurs and investors, the sports industry presents business opportunities in the wellbeing and healthcare sectors. As increasing numbers of professional athletes base themselves in the region, there’s likely to be a growing demand for private medical services such as injury prevention and rehabilitation.
Positioned as a world-class destination for warm-weather training, the Gulf States will increasingly compete with traditional winter training destinations. This opens the door to companies who can provide exclusive travel and accommodation packages for both sports teams, and individual athletes.
At the same time, sports infrastructure will also expand as more and more high-tech facilities open to meet demand across a range of sports – everything from horse racing to multipurpose indoor arenas. It’s likely that specialists in this type of construction will find themselves in increasing demand.
This attention to detail and promotion of sport is nothing new for the Gulf. In fact, the sports sector has been a high priority for the UAE since the country was first established in 1971. This situation continues to this day, with sport forming part of the UAE Government’s National Agenda to achieve a cohesive society alongside a preserved identity.
UAE Sports Sector Strategy 2032
Facilities and infrastructure also feature prominently in the UAE Sports Sector Strategy 2032. It includes 54 far-reaching initiatives that emphasise sports’ potential as a significant contributor to the UAE’s sustainable development. The strategy includes a huge boost for sports federations in the region, with a general goal of global success.
The sports strategy includes 54 initiatives underpinned by the three themes of mass participation, high performance and the sports ecosystem. The aims include increasing participation in sports activities by 65% and training more than 20 Olympic-level athletes in the next 11 years. Underpinning this is the recognition of sport’s potential to contribute significantly to the GDP. Technology will also play a major role, including the creation of a single digital platform for all UAE sports federations.
The ambitious plan emphasises the UAE’s push to host more international tournaments, along with talent development programmes and athlete training camps. There will also be a big investment in sports facilities and infrastructure, supporting candidates for positions in international sports bodies, and developing the booming area of women’s sports.
Sporting Success For All
In the UAE, the region’s love of international sports extends all the way along the chain, from helping the world’s top athletes to reach their peak performance right down to grassroots level, helping residents – particularly young people – to enjoy the physical and mental benefits of exercise and participating in sport. To that end, there are over 50 regulatory bodies in the country, from the Padel Tennis Association to the Paralympic Committee.
Both traditional and modern sports are well-supported in the region. This is reflected in high-quality facilities such as the Hamdan Sports Complex in Dubai. Here, residents and visitors can enjoy one of the biggest multipurpose facilities in the world, including Olympic-standard swimming and diving pools, and a three-tiered 15,000-seat arena.
Through a combination of top-level sports facilities, organised events, and competitions at amateur level, the UAE Government is not only promoting the sports sector to encourage fitness and reduce illness but creating a competitive climate for future professionals to flourish.
It’s also using legislation to help to create a more cohesive society by widening participation for all. In 2018, the UAE Government passed a federal law to allow UAE residents to participate in official sports competitions regardless of their nationality. This applies to children of Emirati mothers, UAE passport holders, and all those born in the UAE, together with residents of all nationalities.
Fighting Fit And Ready To Go
There’s no question that the Gulf states are now a premier destination for world-class sporting events. Looking beyond the World Cup, you only have to scan this year’s major international tournaments to see that the region is a firm fixture on the international sporting map.
There are many events to entertain the most avid sports fan – so many, in fact, that TimeOut has put together a handy guide. From the prestigious Dubai Desert Classic golf tournament to the finale of an intense horse racing season and the Dubai World Cup – which draws to an exciting close at Meydan Racecourse in March.
When it comes to premier sporting events, it seems the Gulf states really do have every base covered. There’s even good news for the emerging sport of padel tennis, with the WPT Middle East Master coming to Abu Dhabi in February. This increasingly popular sport – which is easy to play yet hard to master – attracts all age groups, and there are currently over 350 courts in the UAE.
With a dazzling array of top-level sports facilities, the far-reaching goals of UAE Sports Sector Strategy 2032, and substantial investment in global sports brands, the UAE and the wider Gulf region is the ideal location for investors and entrepreneurs in the health and fitness sector.