ABU DHABI, 26th November, 2024 (WAM) -- In the “Game-Changing Media: The Rise of Sportainment in the Middle East and beyond” session, as part of the Media Lab on the first day of the Global Media Congress (GMC) 2024, experts discussed the Middle East’s growing influence within the global sports sector and its role in driving economic growth in the region.
The panel discussion explored the Middle East’s growing influence in the global sports industry and its role in driving regional economic growth.
The conversation highlighted the significant investments made in sports infrastructure, the importance of fostering local talent, and the integration of cultural values into international sporting events.
The speakers also discussed the challenges of sustaining growth, leveraging technology to engage new audiences, and maintaining cultural and social norms while hosting global events.
Robert Doornbos, TV Host/ Sports Analyst, Ziggo Sport Dutch Sports Channel, provided insights into the region's significant investments in high-profile global sports events such as the FIFA World Cup and Formula 1 Grand Prix.
He emphasised that these events not only elevate the region's global presence but also serve as a platform to integrate local traditions with international sports. For instance, the Yas Marina Circuit incorporates Emirati cultural elements into the Formula 1 Grand Prix, showcasing a blend of modernity and heritage.
Doornbos stressed the importance of nurturing local talent through initiatives like go-kart tracks and racing simulators, which provide opportunities for regional talent to rise to international levels.
He also discussed the potential of e-sports and simulation technologies as tools to engage younger audiences and expand the accessibility of motorsports.
Lutfi Alzoabi, TV Host/ Sports Analyst, Al Mashhad TV, spoke about the strategic alignment of sports with economic diversification goals in the Middle East. He highlighted how investments in sports infrastructure, such as Qatar’s Aspire Academy, have produced world-class athletes while enhancing the region’s global reputation.
He pointed out that such efforts are not isolated but are part of a broader vision to boost regional economies, create employment opportunities, and attract global audiences.
He also noted that the success of events like the Qatar World Cup demonstrates the region’s capacity to host large-scale international events, significantly impacting global perceptions.
Mohammed Ammor, Director of News, BeIN Media Group, focused on the role of media in amplifying the Middle East’s sports achievements and shaping its global image. He highlighted the challenges of maintaining cultural integrity while catering to an international audience, particularly through content creation and distribution.
He also discussed the rising costs of broadcasting rights and the importance of adapting to changing audience behaviors, such as the growing preference for pay-per-view models and interactive, digital-first platforms.
He noted that these shifts demand innovative strategies to sustain the region's influence in the global sports industry.
The panel emphasised that the Middle East's sports initiatives go beyond economic benefits, aiming to create cultural bridges, foster youth engagement, and establish the region as a global hub for sports.