The MENA area is quickly rising as a powerhouse in world sports activities funding. From buying iconic golf equipment and internet hosting worldwide tournaments to constructing world class infrastructure and launching homegrown leagues, MENA governments and traders are turning to sports activities as a lever for financial diversification, gentle energy, and youth engagement. Qatar’s landmark internet hosting of the 2022 World Cup, Morocco’s rising affect world sports activities, the UAE’s strategic investments in golf equipment and franchises, and Saudi Arabia’s excessive-profile push throughout soccer, motorsport, and golf are reshaping world perceptions and opening new markets. This session explores the methods behind the area’s accelerating sports activities push, together with e-sports activities, and wellness. It will look at the business alternatives, funding fashions, and the evolving function of sovereign wealth funds, non-public traders, and worldwide companions in shaping sport throughout and past the area. The dialogue may even spotlight progress in grassroots growth, media rights, expertise pipelines, and technological innovation.