According to PwC Middle East’s Sports Industry Outlook 2025, the sports industry across the Middle East is experiencing a transformative boom, with a projected growth rate of 8.7% over the next three to five years—outpacing the global average of 7.3%. The sector, already worth over $600 billion regionally, is being driven by sweeping national development strategies, infrastructure megaprojects, and a youth-dominated population with growing interest in emerging sports and digital engagement.
Saudi Arabia stands out as a regional leader. The Kingdom’s sports market is expected to grow from $8 billion to $22.4 billion by 2030, fuelled by Vision 2030 initiatives and public-private partnerships aimed at transforming the nation into a global sports and tourism hub.
Sports as a pillar of tourism and economic growth
A key insight from the PwC report is the intersection of sport and tourism. As sporting events attract international spectators and media coverage, they also drive tourism revenues, increase global visibility, and stimulate local economies.
This trend was underscored by Qatar’s success with the FIFA World Cup 2022, which attracted over 1 million visitors and contributed up to $4.1 billion in tourism spending. In Saudi Arabia, similar momentum is building. The Kingdom is preparing to host the FIFA World Cup in 2034, with plans for 15 environmentally friendly stadiums, and is already regularly hosting major boxing, Formula 1, Esports, and football events that draw global attention.
PwC notes that sports tourism across the GCC has boosted hospitality sector performance by up to 30%, making it one of the region’s most promising non-oil revenue streams.
“Sport businesses should aim to maximise visits by creating a rich events ecosystem with diverse spending opportunities — doing so will allow them to build direct, long lasting communication channels with their consumers, enabling them to tailor their offering towards optimal experiences and commercial offerings for their different demographic categories.” — Nicolas Mayer, Partner, Middle East Tourism, Sports & Entertainment Leader, PwC Middle East
A new kind of fan experience
With over 50% of the GCC population under the age of 25, there is a strong appetite for digitally immersive and socially shareable experiences. In Saudi Arabia, tech-forward initiatives include digital ticketing, AI-enhanced stadium operations, and immersive fan engagement tools like the Saudi Pro League’s collaboration with TikTok. The league’s dedicated TikTok hub has amassed over 44.2 million likes, serving up behind-the-scenes content, player stories, and match-day highlights to a growing global audience.
This youthful enthusiasm translates into live event attendance. The arrival of Cristiano Ronaldo at Al Nassr nearly doubled average home-game attendance in a single season. The Riyadh Marathon, meanwhile, saw 20,000 participants in 2024—a record high.
Infrastructure, investment and diversification
Sports investment is accelerating. Saudi Arabia’s Public Investment Fund (PIF) has taken majority stakes in major football clubs and invested heavily in sports streaming platforms and combat sports. New partnerships, such as with the Professional Fighters League (PFL) and international events like the Esports World Cup, further highlight the Kingdom’s ambitions.
Other GCC countries are following suit. The UAE is building the world’s largest wave pool and its first indoor velodrome, while Oman is developing the Musannah Integrated Sports City to host future global events.
These investments aim to diversify national economies and establish year-round sports ecosystems that serve residents and tourists alike.
Strategic goals for the future
In line with Vision 2030, Saudi Arabia’s approach to sports is deeply strategic: it aims to improve public health, drive youth engagement, empower women, and diversify income streams. The country now has over 500 women’s sports centres and 700,000 girls participating in school football leagues.
Looking forward, the growth of GenAI, advanced digital fan tools, and global hosting capabilities are expected to further strengthen the Kingdom’s positioning. As PwC puts it, the Middle East isn’t just growing its sports sector—it’s redefining it.
“The sports industry in the GCC should further cater for family consumers, to serve a diverse fanbase, leverage the commercial opportunities and support the growth of sports tourism.” — Guy Parsonage, Partner, Chief Experience Officer, PwC Middle East
The opportunities for Saudi Arabia and its neighbours to become sports and tourism powerhouses are unprecedented. With smart policies, sustained investment, and world-class experiences, the region is poised to set new standards on the global sporting stage.
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Read also: Riyadh’s Sports Boulevard: transforming urban mobility and active lifestyles in Saudi Arabia
