The Middle East’s sports industry is projected to grow at an annual rate of 8.7% over the next three to five years—surpassing the global average of 7.3%—according to PwC’s report, Sports Industry Outlook: Insights and Opportunities for the Middle East.

PwC’s Global Sports Survey 2025 also shows that the region now accounts for 24% of global sports investments, underscoring its growing influence on the international stage. A surge in both public and private investment is driving the emergence of a dynamic sports ecosystem that is becoming a key pillar of economic diversification and global positioning.

Saudi Arabia, the UAE, and Qatar are leading the way in sustainable sports infrastructure, investing in renewable energy, water conservation, and smart technologies. These initiatives enhance the region’s ability to host major events while setting new benchmarks for environmentally responsible development.

This rapid expansion is driven by growing investment in premium sports properties and grassroots programs that nurture local talent. The report identifies seven key growth drivers, including government initiatives, private capital, technological innovation, and the rise of women’s sports.

GCC countries are placing sports at the core of national reform plans to boost economic growth and social development. The region is also cautiously adopting generative AI, particularly in esports and gaming, with investments in smart venues, digital fan engagement, and data analytics improving user experience and efficiency.

Women’s sports are gaining momentum, with 85% of regional sports executives anticipating double-digit revenue growth in the coming years. This surge is attracting media coverage, sponsorships, and institutional support, creating new opportunities for female athletes across the region.

Nicolas Mayer, partner at PwC Middle East and leader of the firm’s Tourism, Sports, and Entertainment practice, said: “The Middle East continues to make significant strides in establishing itself as a premier destination for major sporting events. Its focus on creating lasting impacts across multiple dimensions is positioning the region as a global sports leader, with ambitions extending far beyond the sports arena.”