From 'Oil Kingdom' to 'Sports Empire,' the desert's new sports 'goldmine' is reaching out to Chinese enterprises!

Original 10-22 16:22 | 238 visits

Ten years ago, when talking about the Middle East, you would think of oil, royal families, and the wealthy lifestyle in the desert. Now, the new keywords are: football, tournaments, sports fashion, and healthy living.

With the advent of the 'post-oil era,' Gulf countries are achieving economic transformation and reshaping their international image through sports.

This is not just a sports craze; it is also a multi-billion-dollar industry revolution!

The entire Middle East sports industry is boomingOpportunities behind the $600 billion market

Sports are becoming a new core of lifestyle for people in the Middle East. In the Gulf Cooperation Council (GCC) countries, sports tourism is becoming a new engine of economic growth. According to PwC Middle East, the global sports tourism market is expected to exceed $2 trillion by 2030.

Currently, GCC countries (especially Saudi Arabia and the UAE) account for about 5–7% of global sports tourism expenditure. It is expected to grow at a double-digit rate over the next five years, driving comprehensive upgrades in regional sports-related investment, event economy, and inbound tourism.

According to the '2024 Middle East Sports Industry Outlook Report,' the Middle East sports market has surpassed $600 billion, with an average annual growth rate of 8.7%, making it the fastest-growing sports market in the world. From venue construction and equipment manufacturing to fitness services and sports tourism, the entire industry chain is experiencing explosive growth.

Saudi Arabia: Using national power to shift money and attention to 'sports'

Saudi Arabia is using its astonishing financial power to build itself into a new global center for sports and entertainment.

Data shows that Saudi Arabia's sports market in 2024 is estimated at approximately $8.4 billion, with analysts predicting it could multiply several times by 2030. This growth comes both from hosting events (which attract global attention) and from domestic consumption (notably increased participation in fitness activities and sports among women).

▲The Saudi sports market reached a size of 8.4 billion USD in 2024.

1."A New Era of 'Sports Diplomacy': The Release of Event Benefits"

From the 2027 Asian Cup, the 2030 Riyadh Expo, to the 2034 World Cup, Saudi Arabia is building a 'decade of golden sporting events'.

In Riyadh alone, 15 modern stadiums have been newly built or renovated. The long-term effects of the infrastructure will extend to the demand for facility management equipment, training gear, sports technology and event services, club equipment, youth sports products, and sportswear across the industry chain.

What the event brings is not a temporary craze, but a decade of industry benefits.

2.Sports included in Saudi Arabia's 'Vision 2030': National participation and the rise of the female market

Saudi Arabia's 'Vision 2030' has incorporated sports into the national agenda, promoting nationwide fitness, female participation, and the commercialization of sports.

The number of multifunctional sports clubs surged from 9 in 2019 to 126 in 2024, with the number of women participating in sports increasing by 149%. Over 330,000 female athletes are registered, and products such as fitness equipment, women's sports goods, yoga mats, resistance bands, and women's sports headscarves are often out of stock, indicating a continuously booming market.

▲Monthly sales of women's fitness resistance bands on Amazon exceed 500 sets

3.The National Fitness Boom: Equipment Market Continues to Expand

With the increase in the fitness population, the sports equipment market in Saudi Arabia is expected to reach USD 1.336 billion in revenue by 2028, with a compound annual growth rate of 6.04%. Gym registrations continue to hit new highs, and products such as treadmills and spinning bikes from China are highly favored due to their cost-effectiveness.

UAE: Using an 'open hub' to attract global sports resources

If Saudi Arabia is the 'big player' in sports investment, then Dubai is the 'super hub' of sports business. With its free port policy and international business environment, it has become the largest distribution center for sporting goods in the Middle East.

Statista predicts that the market size of sports event revenue in the UAE will reach $76.11 million by 2027.

1.Policy Empowerment: The Sports Industry Leaps to a National Strategy

The UAE has launched the National Sports Strategy 2031, which aims to increase overall participation, develop competitive talent, and promote the sports industry as a component of the national economy, encouraging widespread sports participation and growth in Olympic-qualified athletes, with the sports industry's contribution to GDP rising to 0.5%.

Nowadays, about 67% of the population in the UAE regularly engage in physical activities, and health and fitness have become a shared consensus among the people.

Dubai, leveraging the International Sports and Entertainment Free Zone (ISEZA), offers 100% foreign ownership, tax exemption policies, and fast company registration services, attracting global sports enterprises to establish a presence. For Chinese brands looking to "enter the Middle East," Dubai is undoubtedly the most ideal springboard.

2.Event Activation: Making 'Sports' a City's Calling Card

International events such as the Dubai Marathon and tennis championships are becoming sports symbols in the Middle East. These events attract international tourists and high-net-worth individuals, creating a stable event consumption scene, promoting spending on sports equipment and souvenirs, and driving demand for event tourism, hotels, surrounding consumption, and related equipment.

▲The 25th Dubai Marathon is expected to attract athletes from more than 140 countries/regions.

How can Chinese brands 'stay in the circle without going off script'?

To gain a foothold in the Middle Eastern sports market, having good products alone is far from enough; one must also understand the 'cultural codes' and 'business rhythms'.

1. Compliance First

Ensure that products obtain certifications such as SASO, SABER, and ESMA. Fitness equipment must have an energy efficiency label. Some sports goods enjoy a zero-tariff policy, but the HS code must be declared in advance.

2. Tell the 'Middle East story' well

Key cultural terms in the Middle East include health, family, faith, strength, and honor. Brand communication should focus on 'values' rather than 'showing off skills,' and combining this with the concept of environmental sustainability is more easily accepted.

3. Hotspot Resonance

Seize major events such as the Asian Cup, World Cup, and Expo to launch co-branded products, commemorative editions, and event merchandise, achieving both brand exposure and sales success.

4. Full integration of online and offline

Social Media Platforms: Collaborate with fitness influencers and sports enthusiasts on TikTok, Instagram, Snapchat, etc.;

E-commerce Platforms: Establish a presence on Noon, Namshi, Amazon.sa, etc.;

Collaborate with local gyms and event organizers to create a closed loop of brand influence.

▲E-commerce platforms such as NOON and Amazon offer a wide variety of sporting goods.

Reach through multiple channels and seize trade show opportunities

The boom in the Middle Eastern sports market has arrived, with Dubai and Saudi Arabia becoming the preferred destinations for Chinese companies going abroad, serving as a springboard for initial product distribution and partnership.

The HOMELIFE UAE Expo and Saudi Arabia Expo will be held from December 17-19 (Dubai World Trade Center) and December 22-24 (Riyadh Frontiers Exhibition Center), respectively. The events will feature popular categories such as fitness equipment, soccer goals, yoga mats, sports protective gear, tents, bicycles, sports shoes, and sports nets.

▲HOMELIFE UAE Expo Hot Sales of Sporting Goods

At that time, the 'Middle East Trade Matching Conference' will also be held simultaneously, covering nearly 600,000 buyers in the Middle East, helping Chinese enterprises efficiently expand into the Dubai, Saudi, and Middle Eastern markets.

Feedback from participating companies has confirmed the effectiveness of this platform:

Hangzhou Qiao Industrial:

"3 days of business negotiations with 100 targeted customers! Got in touch with some highly matched high-quality buyers, like the local LuLu supermarket, with a fruitful exhibition experience!"

Guangdong Paidiyin Sports:

"The outdoor sports market and consumption potential in Dubai are particularly large. By using AI HuiZhan for pre-show invitations, we successfully connected with more than ten professional buyers on-site, secured exclusive agency cooperation opportunities, and received several concrete intention orders."

Suzhou Feihua Textile Technology:

“This is our first time participating in the Dubai exhibition. In just two days, we established contacts with more than 10 potential clients and successfully received orders from two clients from India and Dubai. Our outdoor products are very popular in the Middle Eastern market, and many clients even place orders directly!”

The world's attention is focused on the Middle East, where the sports industry is becoming a new hallmark of the 'post-oil economy.' The convergence of policy liberalization, consumption upgrading, and event-driven momentum is creating a trillion-yuan blue ocean. Whoever can take the lead in the 'Middle Eastern pace' is likely to seize the growth opportunities of the next decade!

▲ Tap into Middle East international business opportunities, scan the code to consult now!

Scan WeChat