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, le
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