The next phase for Middle Eastern sports is sustainable growth
As nations across the Middle East continue to diversify their economies, professional sport has emerged as a powerful catalyst of growth and private sector investment. A new Altman Solon study finds that public interest in sport is booming across the region – laying the foundation for the sector’s next phase: sustainable growth.
The Altman Solon research reveals that a rapidly expanding cohort of sports fans is taking shape in the Middle East. Interest in watching sport has risen significantly among younger generations in recent years. Among 16-24-year-olds, the share of those interested in sport increased from 27% in 2021 to 36% in 2024, while the 25-34 age group also saw a smaller but noticeable rise.
This surge in enthusiasm is closely linked to the region’s ongoing investment and strategic focus on sports, including the development of professional leagues and initiatives that encourage local participation. Yet, the passion is not confined to domestic competitions.
The study also found that large numbers of Middle Eastern fans maintain a strong interest in European football clubs, with Liverpool and Real Madrid emerging as clear favourites. Around 15% of respondents expressed interest in each, while 5% and 7% respectively said they supported them as their main club.
A striking trend highlighted by the study is the emergence of a new generation of sports fans in the Middle East, in sharp contrast to Europe and the United States, where younger audiences are showing declining engagement. The region was the only one surveyed that did not experience a drop-off in interest between generations.
While Millennials and Gen Z in Western markets are less invested in watching sports than Gen X, younger Middle Eastern audiences remain actively engaged – and, importantly, more loyal to regional events.
Around 33% of respondents said they follow major European football leagues, while 14% follow American sports such as baseball, basketball, hockey, and American football. However, less than half of these fans reported watching games live on television or streaming platforms.
In comparison, although only 12% of respondents said they follow domestic competitions – such as the Egyptian Premier League and the Saudi Pro League – they were far more likely to tune in live, with 10% saying they regularly watch local events on TV or via streaming platforms.
Sponsorship deals
The growing interest among fans has also been mirrored by the increasing presence of Middle Eastern sponsors in the global sports arena. Led by state-owned airlines, energy companies, and sovereign investment funds, the region has become a dominant player in sports sponsorship, particularly in European football.
Some of the most high-profile partnerships include Etihad Airways’ long-standing deal with Manchester City, Emirates’ iconic shirt sponsorships with Arsenal, Real Madrid, and AC Milan, Qatar Airways’ partnerships with FC Barcelona and Paris Saint-Germain, and Saudi Arabia’s “Visit Saudi” agreement with Newcastle United.
Altman Solon’s analysis found that of 489 sponsorship deals reviewed, only 6% were held by private corporations. In contrast, 136 were backed by sovereign wealth funds, 153 by government agencies, and the largest share – 170 deals, or 35% – were supported by state-owned enterprises.
Next phase of growth
Following years of rapid expansion driven by royal affiliations, sovereign funds, and state corporations, Altman Solon suggests that the Middle East’s sports industry is now entering a new phase focused on sustainable, value-driven growth.
“With a solid asset base in place, we believe the Middle East’s next phase of sports value creation will focus on optimising regional assets to match top-tier global benchmarks,” the report notes. “In football especially, sovereign funds can achieve this by using team ownership models that operate like centralised leagues or multi-club structures, enabling efficient value creation through scaling best practices.”
Looking ahead, Altman Solon highlights that the next stage for the region’s sports ecosystem will be defined by deeper fan engagement, stronger operational excellence, innovative monetisation strategies, and the creation of synergies between sports, travel, and entertainment.
