The Middle East’s sports economy could unlock $75 billion in additional growth as participation levels rise, according to a new report by global management consultancy Oliver Wyman.

The report, titled, Unlocking The Middle East’s Sport Economy, revealed that while 85% of the region’s population regularly consumes sports content, only 30% actively participate in sporting activities. This imbalance, it noted, presents a major opportunity for both economic and social development.

According to Oliver Wyman, the region is entering a defining decade for sport, driven by large-scale events such as the 2030 Asian Games in Doha, the 2034 Asian Games in Riyadh, and the 2034 FIFA World Cup in Saudi Arabia. Governments across the Middle East have already pledged more than $100 billion in sports infrastructure investments by 2034 — spanning stadiums, wellness districts, and community recreation spaces.

The consultancy noted that the region’s youthful demographics — with nearly 60% of the population under the age of 30 — are fueling rapid transformation in the sector. Saudi Arabia alone could generate up to $200 billion in revenue through tourism, media, and global investment tied to its growing sports ecosystem.

The study also highlighted how the definition of sport is evolving beyond competition to include wellness, lifestyle, and entertainment. Globally, sports tourism accounts for 10% of total travel spending, amounting to $600 billion annually. The rise of “sportainment” — the fusion of sport and entertainment — is reshaping commercial models within an experience economy projected to reach $15 trillion by 2034.

Among the key findings for the Middle East were projections of 5% annual growth in sports participation, 10% in the broader sports economy, and 14% in sports tourism. The report emphasized the potential for cities to embed sport into daily life through mixed-use developments and community-centered urban design.

“The Middle East is entering a defining decade for sport,” said Guillaume Thibault, head of Sports and Entertainment – India, Middle East and Africa at Oliver Wyman. “By moving beyond world-class events to make sport part of everyday life — through inclusive infrastructure, digital ecosystems, and vibrant local engagement — the region can unlock the full potential of its sport economy and shape the future of global sport innovation.”

Oliver Wyman concluded that combining fan engagement with broader participation will be essential to sustaining long-term growth. The report added that sport has become a key pillar of national identity, economic diversification, and global influence across the Middle East.