The MENA Sports Business Brief

INSIGHTS

Strategic analysis, market intelligence, and thought leadership from the frontlines of MENA sports business. Published biweekly by Dr. Zied Abbes.

17 EDITIONS PUBLISHED

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Latest Edition

Market Analysis

The GCC is spending billions on sports. The merchandise strategy is still amateur

Let me explain. The global licensed sports merchandise market hit USD 36.36 billion in 2024. FIFA's licensing programme alone generated USD 769 million during the Qatar 2022 cycle — a 28% increase over the previous one. The La'eeb soft toy was the bestselling item across all 154 FIFA retail outlets. Yet across the GCC, mascots and merchandise remain an afterthought — treated as marketing decoration, not as the revenue engines they actually are. I analysed eight GCC sport event mascots across six host countries. Here's what I found:

February 15, 20265 min read

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2025 — 2026 Articles

Mega-Events

Most mega-events leave hundreds of millions on the table

The leak starts at game services. Accreditation. Transport. Ticketing. Hospitality. Venue operations. These are treated as logistics. Cost centers. Back-office functions. That framing is costing everyone at the table. Because every friction point in game services is a broken commercial touchpoint: - A fan stuck in a queue is not purchasing - A hospitality guest stranded by transport is not converting - A sponsor activation behind operational chaos is invisible

February 2026

Sports Governance

The missing Layer in GCC Sport Governance

Why the Expert Voice Is Not a Luxury — It Is a Structural Imperative - A conversation with a colleague stopped me mid-sentence last week. We were mapping who actually sits at the table when global sport governance decisions are made — the real decisions, not the ceremonial ones. Funding allocation. Legacy frameworks. Participation policy. Athlete welfare standards. The answer was predictable. And damning.

February 2026

Olympic Movement

From Classroom to National Team — This Is What a Real Talent Pipeline Looks Like

On February 16, 2026, the School Olympic Program's Organizing Committee honored 24 athletes — male and female — who made the transition from school competition to Qatar's National Teams across 7 sports: football, hockey, rugby, volleyball, shooting, and tennis. The School Olympic Program (SOP) was launched in 2007-2008 as a direct legacy of the 2006 Doha Asian Games

February 2026

Mega-Events

Breaking Into GCC Mega Events: The Operational Reality

Following my analysis on LOC staffing models — where flexible workforces now outnumber permanent hires — The most common question: "How do I actually get in?" Whether you're in Doha, Dubai, or positioning for FIFA 2034/Vision 2030 projects, here's the functional roadmap:

February 2026

Strategic Analysis

GCC's Sports Revolution: From Hosting to Legacy

How the GCC is transitioning from simply hosting major sporting events to building lasting sports legacies. Examines the shift in strategy from event delivery to sustainable sports tourism and infrastructure.

October 19, 20257 min read

Event Analysis

Riyadh 2025: A Benchmark for Islamic Sports Excellence

Saudi Arabia's delivery of a landmark sporting moment. Analysis of how Riyadh 2025 sets a new benchmark for Islamic sporting excellence under Vision 2030 and what it signals for the region.

October 20255 min read

Olympic Economics

Los Angeles 2028 Olympics: The True Cost Beyond the Budget

Beyond the headline budget figures, what does hosting the 2028 Olympics really cost Los Angeles? An analysis of hidden costs, opportunity costs, and the true economic impact of Olympic hosting.

August 9, 20258 min read

Olympic Movement

Lessons from Paris 2024: Hospitality, Resilience, and Event Excellence

Key takeaways from the Paris 2024 Olympic Games on hospitality standards, operational resilience, and what MENA event organizers can learn for upcoming mega-events in the region.

November 10, 20256 min read

Sport Development

Padel Enters Asian Games, GCC Sees Advantage

The OCA's decision to include padel in the 2026 Aichi–Nagoya Asian Games and why the GCC holds a strategic advantage. Explores the commercial and development implications for the region.

November 22, 20254 min read

Market Analysis

GCC Sports Industry Accelerates with $600B Estimated Size

Analysis of the GCC sports industry's explosive growth trajectory, with an estimated market size reaching $600 billion. Examines the drivers behind the acceleration and what it means for stakeholders across the region.

December 7, 20255 min read

Sponsorship Strategy

Stop Selling Logos. Start Selling Outcomes. How Sponsorship Really Wins in MENA

A deep dive into why most sponsorship proposals die in procurement across MENA, and how to shift from logo placement to outcome-driven partnerships that deliver measurable ROI for brands and rights holders.

January 20, 20269 min read

Market Intelligence

GCC Sports Business Digest: Your Fortnightly Filter on What's Moving in Gulf Sport

A curated fortnightly digest covering commercial strategy, event delivery, and operational reality across the GCC sports landscape. Decision-grade intelligence for sports business professionals.

January 25, 20266 min read

Event Legacy & Operations

Where Ceremony Ends, and Business Begins

Issue #3 of the MENA Sports Business Brief. Covers legacy planning — why most post-event strategies are corporate fiction — the GCC Games 2026 countdown, and critical operational milestones from accreditation to sponsor activation.

February 1, 20268 min read

Swimming Training Myths & Methods: Part 2

Evidence-based examination of common swimming training myths, debunking misconceptions and presenting research-backed methods for elite aquatic performance development.

2019

Olympic Analysis

Olympic Games 2020 — The Delay Impact

Analysis of the unprecedented decision to delay the Tokyo 2020 Olympic Games and its cascading impact on athletes, federations, broadcasters, and host city economics worldwide.

2021

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