The sports sector in the Gulf Cooperation Council (GCC) countries is experiencing a profound transformation—evolving from strictly regionally focused to occupying a central pillar of national strategies, economic diversification programmes and soft-power enhancements throughout the 6-state bloc. This shift is highlighted by Saudi Arabia’s upcoming 2034 FIFA World Cup, a mere 12 years after Qatar’s successful hosting of the 2022 edition. The rapid succession of global events in the Gulf underscores the region’s increasing prominence in the international sports arena.
The foundation of this growing influence was laid by earlier events such as the Formula 1 Grand Prix, first hosted by Bahrain (2004) and later by Abu Dhabi (2009). These events were more than just races; they were strategic moves to position the Gulf as a hub for global sports. As Mansour Ojjeh, the late French-Saudi entrepreneur, remarked during the first Bahrain Grand Prix, ‘I think it’s going to give a good image to a lot of people who don’t know or understand this part of the world. This is the 21st century.’ The past two decades have shown that Gulf countries are leveraging sports not just for image and reputation but as a cornerstone of their economic and social reform strategies.
The drive to host mega-events like the FIFA World Cup and, potentially, the Olympics — both Doha and Riyadh are rumoured to be bidding for the 2036 Games — is part of a broader effort to diversify economies traditionally reliant on the hydrocarbon sector. These events are viewed as catalysts for developing infrastructure, boosting tourism, and the entertainment industry. According to PWC, the sports sector in the Middle East — with the Gulf playing the main role by far — is expected to grow by 8.7% in the coming years.
However, it is important to note that the financial returns from such investments are not always direct or immediately apparent. Hosting these events often requires significant upfront costs that may not be recuperated through ticket sales and tourism alone. Instead, the benefits are often more long-term, such as enhancing a country’s global standing and strengthening its national identity—crucial intangibles.
Investing in sports events is also a key component of the Gulf countries’ broader strategies to enhance social cohesion. These investments are not only about attracting global attention but also about building local capacities and encouraging widespread participation in sports among citizens. Under Saudi Arabia’s Vision 2030, for example, one of the core objectives is to increase public participation in sports and physical activities as a means of improving the overall quality of life. This initiative is part of the ‘Quality of Life Program,’ which aims to raise the percentage of citizens engaged in regular physical activity to 40% by 2030. The focus on sports is also intended to cultivate a healthier lifestyle among the population, reduce healthcare costs, and foster a vibrant society.
Moreover, by hosting and organising large-scale sporting events, Gulf countries are enhancing the management and organisational skills of local professionals. These events require sophisticated logistics, marketing, and operational expertise, which are increasingly being developed in the region. As a result, the GCC countries are not only elevating their global standing in sports but also building a skilled workforce that can manage complex projects across various sectors.
Friendly competition among the GCC countries is another driving factor but, ultimately, the GCC countries support each other in their sporting achievements and while there are overlaps each sporting event tends to compliment the others. Bahrain did exceptionally well in the Paris Olympics, which gave a boost to sports awareness in the country and the country remains a staple for F1 fans. Oman is rapidly becoming a sailing hub where the tradition of dhow racing is paired with more modern competitions. Qatar has hosted around 500 international sporting events since 2005, while the UAE regularly hosts UFC (fighting) events, and Saudi Arabia’s recent investments in football clubs and international sporting events like the Dakar Rally and LIV Golf all reflect this trend. These investments are not just about soft power, they are also about asserting trans-regional leadership.
These efforts have not been without controversy and the term ‘sportswashing’ has been frequently used in criticisms of the GCC states. Saudi Arabia’s Crown Prince Mohammed bin Salman addressed this directly in a 2023 interview where he candidly remarked that if so-called ‘sportswashing’ increases our GDP by 1%, ‘then we will continue doing sportswashing.’ This statement highlights the pragmatic approach Gulf leaders are taking: they are aware of the criticisms but are focused on the tangible economic and social benefits that sports investments can bring for their countries.
The future looks busy, with a packed calendar of high-profile events in 2025. The Formula 1 Grand Prix are confirmed to be held in Sakhir (Bahrain), Jeddah (Saudi Arabia), Lusail (Qatar) and Yas Marina (Abu Dhabi, UAE), as well as the road cycling’s UAE Tour, the Dakar and the several stages of the golf’s European Tour held in the UAE, Bahrain and Qatar. There will be the FIBA Asia Cup Qualifiers in Qatar, continuing the region’s tradition of hosting major basketball events, the World Aquatics Championships in Qatar, the Asian Winter Games Preparations in Saudi Arabia, a first snow event in the region of Neom; Dubai World Cup, one of the richest horse races in the world; UFC Fight Night Abu Dhabi; GCC Beach Games in Oman, a multi-sport event, featuring beach soccer, volleyball, and other coastal sports. Other two events deserve to be mentioned: the so called Games of the Future 2025, to be held in Dubai during the autumn of 2025, a carousel of ‘phygital\ sports, blending physical and digital competition, with athletes and esports competitors from over 100 countries; the Olympic Esports Games 2025, an inaugural edition in Saudi Arabia, aiming to establish the country as a global hub for esports.
These last events show how the Arab Gulf’s investment in sports is multifaceted, driven by a desire for constant innovation. While there are challenges, first of all regarding the economic and financial viability of many of the events, the region’s commitment to becoming a central player in global sports is clear and ongoing.