Middle East Sports Industry’s $75 Bn Opportunity

The Middle East’s sports industry is on the brink of a major expansion, with a new report from global consultancy Oliver Wyman identifying a $75 billion growth opportunity in the region’s sport economy. The report, titled “Unlocking the Middle East’s Sport Economy,” highlights a significant participation gap - while around 85 percent of the region’s population consumes sports content regularly, only about 30 percent actively participates. Closing that gap, the report argues, could unlock tens of billions in new value across infrastructure, wellness, tourism, and digital engagement.

Governments across the region have already committed more than $100 billion in sports infrastructure investment through 2034, including new stadiums, wellness districts, and community recreation facilities. These developments are part of broader national transformation agendas, positioning sport as a key driver of economic diversification, tourism, and social engagement. The upcoming 2030 Asian Games in Doha and the 2034 FIFA World Cup in Saudi Arabia are expected to accelerate this momentum, drawing international investment and attention.

Oliver Wyman’s analysis frames the sector’s evolution not just as an elite competition industry but as a lifestyle and community growth engine, with sport increasingly embedded in wellness, entertainment, and digital ecosystems. The rise of “sportainment” - blending live sport, technology, and entertainment - is identified as one of the region’s most promising commercial frontiers.

For businesses, the report points to clear areas of opportunity. Companies in digital fan engagement, venue operations, data analytics, and destination marketing are expected to benefit as governments and private investors push to expand participation and develop sport as part of national identity. The region’s young, tech-savvy population - 60 percent of whom are under 30 - represents a powerful driver for future demand across grassroots sport, esports, and hybrid fitness experiences.

Oliver Wyman forecasts that sports participation in the Middle East could grow by around 5 percent annually over the next decade, while the broader sport economy expands by roughly 10 percent a year, and sport-related tourism by as much as 14 percent. With governments investing heavily and private capital increasingly flowing into facilities, events, and digital platforms, the Middle East appears poised to become one of the fastest-growing sports markets in the world. For businesses, the message is clear: the region’s $75 billion sporting opportunity is open - and growing fast.