The Middle East is entering a decisive decade for sport, with a new report revealing the region could unlock up to $75 billion in economic growth by narrowing the gap between people enjoying sport and actively participating in it.
The study, “Unlocking The Middle East’s Sport Economy” by global consultancy Oliver Wyman, highlights: 85% of people regularly consume sport content, yet only 30% engage in sport themselves. According to the report, closing this “participation gap” is central to unlocking the region’s full economic potential.
The report outlines that in the Middle East, governments have made significant, long-term commitments to developing the sporting landscape. More than $100 billion has already been invested in infrastructure to be delivered by 2034, including state-of-the-art stadiums, community recreation spaces, and purpose-built wellness zones.
This investment is closely aligned with a packed calendar of global sporting events. Doha will host the 2030 Asian Games, Riyadh follows with the 2034 Asian Games, and Saudi Arabia is preparing to host the 2034 FIFA World Cup. Together, these events are expected to drive unprecedented levels of tourism, media value, and global visibility for the region.
A major demographic advantage underpins this momentum according to the report: nearly 60% of the region’s population is under the age of 30. Oliver Wyman notes that Saudi Arabia alone could generate up to $200 billion through sport-driven tourism, international investment, and global branding opportunities linked to its rapidly expanding sports ecosystem.
The report highlights a fundamental shift in how sport is perceived and consumed. While elite competition remains important, the future of sport in the Middle East lies in its evolution into a holistic lifestyle experience, one that blends physical activity with wellness, digital innovation, and entertainment.
This shift taps into the global experience economy, projected to reach $15 trillion by 2034, and aligns the region with a global movement where sport participation, community engagement, and active living matter just as much as top-level competition.
Sport tourism already represents 10% of global travel spending, with visitors contributing over $600 billion annually. As the Middle East grows its portfolio of events, destinations, and community-driven sport initiatives, the region is steadily becoming a central player in this global market.
Guillaume Thibault, Head of Sports and Entertainment – India, Middle East and Africa at Oliver Wyman, emphasised the importance of embedding sport in daily life:
“The Middle East is entering a defining decade for sport. 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.”
The report forecasts sustained growth across the sport industry in the coming years. Sport tourism is expected to grow by 14% annually, the overall sport economy by 10%, and active participation by 5%.
To sustain this trajectory, Oliver Wyman stresses that focusing on community-first design, accessible facilities, and innovative engagement strategies will be essential. While global events attract attention, it is increased everyday participation that will ultimately drive the region’s long-term economic and social return.
Read more via Oliver Wyman
