PwC Middle East Report Highlights Tech-Driven Growth and Strategic Shifts in Global Sports Industry

PwC Middle East has released its Sports Industry Outlook 2025, forecasting a continued acceleration of technology-led transformation across the global sports ecosystem. The report identifies digital innovation, data monetisation, and immersive fan engagement as primary growth drivers, with a sharp focus on how Middle Eastern markets are reshaping international investment and operational models in sport.

The analysis, based on insights from over 500 industry executives, pinpoints three strategic imperatives guiding the sector in the year ahead: expanding revenue streams through digital channels, leveraging artificial intelligence and data analytics for performance and fan insights, and reimagining event delivery through immersive and connected experiences. These trends align with broader shifts in consumer behaviour and the increasing role of sports technology in shaping commercial and fan-facing strategies.

According to PwC, the sports industry is forecast to grow at a compound annual growth rate (CAGR) of 8.4% through 2025, with digital platforms and streaming media accounting for the majority of new revenue generation. The convergence of sport, entertainment, and technology is seen as key to unlocking new monetisation opportunities, particularly in direct-to-consumer (DTC) formats and personalised content delivery.

Middle Eastern markets, led by Saudi Arabia, the UAE, and Qatar, are identified as pivotal actors in the global repositioning of sport. Backed by sovereign wealth funds and long-term strategic visions such as Saudi Arabia’s Vision 2030, the region is investing heavily in rights acquisitions, infrastructure, and innovation to build sustainable sports economies. The report cites the region’s growing portfolio of global events and investments in digital infrastructure as foundational to its emergence as a hub for sport-tech development and international talent.

Leadership commentary in the report highlights the changing expectations of stakeholders - from fans seeking tailored experiences to brands demanding measurable engagement. PwC Middle East’s Sports and Entertainment Leader, Rob Gellar, noted that, “Technology is no longer just a layer added to sports - it’s a central pillar of value creation, from commercial partnerships to player development and operational efficiency.”

The report also addresses the growing importance of ESG (environmental, social, and governance) frameworks in sports business decisions, driven by both investor mandates and audience sentiment. Sustainability strategies, inclusive representation, and transparent governance models are now considered essential for long-term brand trust and regulatory alignment.

From a regulatory and financial perspective, the expansion of private equity and venture capital into sports assets is continuing to reshape traditional governance models, with multi-club ownership, athlete-driven ventures, and digital-native leagues challenging legacy institutions.

PwC’s outlook positions 2025 as a year of structural acceleration, where the intersection of sport and technology becomes the primary lever for growth, differentiation, and resilience. For industry stakeholders, the imperative is clear: adapt to digital-first expectations or risk falling behind in a market defined by innovation, experience, and agility.