The echoes of the FIFA World Cup Qatar 2022 were not the end of a story, but the explosive start of a new one. That tournament served as a global showcase, a proof of concept that has ignited an unprecedented sports and entertainment boom across the Middle East and North Africa (MENA).
Over the next 10 years, this momentum is only accelerating, leading to the World Cup 2034 in Saudi Arabia, creating a golden opportunity for regional brands – not just in traditional sectors, but across every single category – to connect with passionate, engaged audiences and drive transformative growth.
The landscape is shifting at a breathtaking pace. Saudi Arabia’s Vision 2030 is pouring billions into creating a global sports hub, attracting top-tier football talent to the Saudi Pro League, hosting premier events such as Formula 1 and LIV Golf, and bidding for future mega-events. The UAE continues to be a powerhouse of established world-class events, from the UFC to the Dubai World Cup. This isn’t just about sport; it’s about economic diversification, tourism and building global cultural capital.
In this new era, thinking of sports marketing as a niche for sportswear and beverage companies is a critical mistake. The modern fan experience is an all-encompassing ecosystem of passion, digital engagement, community and commerce. This is where every brand can find its place.
Beyond the obvious: A playing field for all categories
The opportunity lies in moving beyond simple logo placement and authentically integrating into the fan’s journey.
Financial services: A bank can become the “Official Financial Partner” of a league, offering exclusive credit card perks for ticket purchases or launching financial literacy programs for young fans, aligning their brand with ambition and future growth.
Automotive: The connection is about more than just speed. An electric vehicle brand can be the “Official Sustainability Partner” for a major event, or an SUV brand can become the “Official Family Partner” of a football club, showcasing their vehicles as the way fans and families travel to share moments
of passion.
Technology and telecommunications: These brands are the architects of the modern fan experience. They can power 5G-enabled connected stadiums, create immersive augmented reality (AR)/ virtual reality (VR) experiences, or use artificial intelligence (AI) to deliver personalised content to fans› devices, positioning themselves as essential enablers of passion.
Luxury and fashion: Sports stars are the new global style icons. The intersection of sport and luxury is a powerful space for high-end brands to engage in through athlete endorsements, exclusive hospitality and limited-edition collaborations that tap into the culture of success and aspiration.
FMCG and retail: The opportunity is to “fuel the fans”. This means smart, data-driven retail activations, special edition packaging linked to major tournaments and e-commerce promotions that are triggered by real-time match events, driving immediate sales.
The key is to understand that you are not just sponsoring a team; you are joining a conversation with millions of dedicated fans.
The playbook: integrated, AI-powered and outcome-focused
We see this new landscape as the ultimate arena for our integrated capabilities. Our approach is built to move brands from the sidelines to the centre of the action, connecting media, data and creative to deliver
measurable business results.
CASE STUDY 1
Paramount+: Global F1 partnership
The challenge: Paramount+ sought to enter the highly competitive global sports sponsorship landscape, specifically with Formula 1, and needed robust valuation, strategy, and negotiation support to secure a partnership that delivered measurable value.
The solution: We provided a detailed and robust valuation and sponsorship analysis, offering a clear point of view on the F1 proposal to inform negotiations. Leveraging a proprietary sponsorship methodology tool, they determined the fair market value of the investment and media equivalency, ensuring the asking price aligned with both media and marketplace value. They also initiated ongoing sponsorship measurement work to track success and results race-to-race, guiding activation plans and identifying areas for optimisation.
The result: Paramount+ secured a global F1 partnership,
backed by data-driven valuation and strategic support, enabling effective negotiation and ongoing optimisation of their investment. This established a clear framework for maximising their sponsorship impact.
CASE STUDY 2
DoorDash: North America Locker Room Experience
The challenge: DoorDash aimed to create a scalable and engaging on-site event activation that could be deployed across multiple sporting events where they held sponsorships, driving DashPass sign-ups and spotlighting local merchants.
The solution: We developed a mobile Locker Room Experience franchise. This modular and easily deployable activation was customised for each sport and team but consistently focused on driving DashPass sign-ups in priority markets through various tactics, prizing and experiences. The experience also served to spotlight local merchants and attract new vendors to the platform. The Locker Room was designed to travel throughout North America, becoming an own-able event platform for DoorDash in sports.
The result: The Locker Room Experience became the preferred on-site activation for DoorDash across eight sporting events. It successfully drove DashPass sign-ups, engaged fans, and supported local businesses, establishing a unique and recognisable brand presence in the sports activation space.
The game has changed. The MENA region is no longer an emerging market for sports; it is a global leader. The brands that win in the next two years will be those that understand this shift and embrace a truly integrated, data-driven and creative approach to becoming part of the fan’s world.
WPP Media is built for this new reality. We are here to help you win.
By Youssef Raad, Senior Manager of Gaming and Sports MENA, WPP Media
