Attitudes towards women’s sports are undergoing a transformation, with the UAE at the forefront of the transforming the women’s sports marketing landscape.
The nation has catalysed women’s sport into much more than a cultural transformation that fosters better lives through inclusivity; it is also the next smart move for investors in the region.
Data from YouGov’s annual Sports Media Report paints a remarkable picture: nearly half (45 per cent) of UAE sports fans actively prefer to watch women’s sports over men’s.
This statistic holds even greater significance when considering the UAE’s overall sports engagement, boasting the highest proportion (89 per cent) of consumers active
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