The Middle East is becoming a sports powerhouse. Most recently, one of its leading lights took centre stage when Al-Hilal knocked Manchester City out of the Club World Cup to reach the tournament’s first-ever quarter finals.
As the Middle East steers away from being an economy dependent on oil, it is actively repositioning itself as a leader in sports globally by becoming a hub for major sporting events.
For instance, KSA has invested £5bn ($6.6bn) in sports since 2021 as Saudi Arabia’s Vision 2030, placing sport at the heart of this transformation and as an engine of economic dynamism. The Kingdom is actively converting oil wealth into cultural capital: investing in football, live events, leisure, and tourism infrastructure. This isn’t just about sport – it’s about shaping global connection narratives and increasing Saudi Arabia’s relevance on the world stage.
Building Middle East sporting event brands
When it comes to hosting sporting events, the Middle East has looked to position itself as a destination that other countries can’t rival. It focuses on building a luxury image around its events compared with sports events in other regions. Some of this was evident at the FIFA men’s World Cup in 2022 in Qatar and no doubt will be when Saudi Arabia hosts the 2034 World Cup. The region has also hosted F1 Grands Prix since 2004 along with high-profile boxing events and golf tournaments.
The sense of ‘premium-ness’ created around ME’s sporting events comes in part from its extensive infrastructure developments, which are capturing the imagination of fans around the world. The region is also expanding its sporting events and entertainment to boost its destination travel economy. For instance, a football-inspired theme park. Real Madrid World was opened in 2024, to extend its football association and visitor attractions.
But it is F1 that epitomises ME’s lavish marketing style. Although the penultimate rounds of the championships in Qatar and Abu Dhabi may take place elsewhere this year due to conflict in the Middle East, in previous years, the Middle East has put on a grand show. The circuit on Yas Island has luxury suites, an indoor water park, a golf course, and a Ferrari theme park. The Yas Marina Circuit for the Abu Dhabi Grand Prix in 2024 also included high-profile entertainment with live music from Eminem, Muse, and Peggy Gou among others.
Al Hilal building a football club as a cultural brand
Building a strong home-grown sports brand – and not just relying on pre-existing global tournaments including ME in their fixtures—is key to creating global interest and local support. The Al Hilal rebrand reimagined its positioning and expression, evolving from a successful club into a symbol of national pride and cultural ambition. The message of the rebrand shows that this club is not only for Saudi Arabia, but for the world and the future.
With a revitalised brand, ambitious plans (it’s looking to poach Newcastle’s Alexander Isak) and its recent statement in performance at the FIFA Club World Cup, Al Hilal is earning attention and respect, not through advertising, but through action.
It understands the power of big-name team additions. On-pitch signings like Neymar and Mitrović act as distribution engines. They extend content reach, boosts international interest, and helps attract younger fans across platforms. In a similar example, when Ronaldo joined Al Nassr, the club’s Instagram following grew from 850K to more than 10m in less than 30 days.
The future of sports in the Middle East
The Middle East will continue to position itself as a sporting powerhouse thanks to Saudi Arabia hosting the 2034 FIFA men’s World Cup. The World Cup will be played in 15 stadiums across five cities in the Middle East, including its one-of-a-kind stadium, which will be 350 metres above ground level and will be accessible only by lifts.
Saudi Arabia is also the long-term partner of WWE, which was put in place in 2018 to help WWE grow its presence in the Middle East and grow Saudi’s connections to sporting events. It is already confirmed that the Kingdom will host WWE’s inaugural international Royal Rumble in January 2026.
The themes emerging from the Middle East
The Middle East is rebranding as a region, and we are seeing how a nation can be repositioned in part through its sport and entertainment ecosystem. Sports tourism, infrastructure and entertainment are no longer separate strategies – they are all part of a cohesive brand system.
The power of Vision 2030 is a cohesive approach that everyone can get behind. It focuses investment, attention and creativity. It is central to the Middle East to build a brand to show the world that they must reappraise this region.
The Middle East is focusing on fan-centric design. Clubs like Al Hilal are investing in the foundations and emotions of fandom, not just the players or the results. Brand equity is now about experience, meaning and share-ability.
Sport is a conduit for cultural confidence through Saudi Arabia. The country is exporting its own voice proudly and distinctively.
By Hector Saracho, Executive Director, Head of Strategy at Interbrand.
