Sport MENA

The opening seasons of an emerging sports property are not merely a growth phase. They are also a limited opportunity to build the evidence base that future decisions about sponsorship, media, investment and expansion will depend on.

GSIQ’s latest global research into the next generation of sports fans reveals how young people in MENA engage with sport both as participants and fans. Based on research across 11 international markets, the MENA white paper explores sports participation, fandom drivers, media consumption habits, reasons for quitting sport, sponsorship perceptions and the future appetite for sport among 15–25-year-olds.

Global data shows young people are receptive to sports sponsorship, but attitudes vary by market and category, while grassroots support stands out.

Every sports governing body collects data. But having data is not the same as having the evidence needed to make better decisions. Before collecting more, organizations should ask whether the data they already have are fit for purpose, connected to the broader picture, and reaching the people making the decisions.

GSIQ has been appointed as a strategic research and insights partner to Qiddiya City, supporting commercial decision-making across venue development, partnership strategy and motorsport integration through data-led advisory.

Few things concentrate the mind of a sponsorship manager quite like a cancelled competition. Whether caused by extreme weather, geopolitical instability or, as seen in 2020, a global pandemic, the removal of an event from the calendar creates immediate commercial questions. As recent disruption linked to the Middle East has shown, the impact is not limited to the race itself. While Covid exposed the fragility of sponsorship models built around live spectacle, it also highlighted the value of content, community and digital infrastructure in maintaining sponsor value when events cannot take place

Formula 1 now sells enough tickets each season to rank among the world’s major events. But unlike most mega-events, the championship moves from city to city, creating a travelling wave of sports tourism. Using data from TACTIQ, GSIQ analysed the fans most likely to travel for F1, examining their demographics, travel habits and destination preferences. The findings show how these fans differ from other travellers and why they represent a particularly valuable tourism segment.

What did the Battle of the Sexes tennis match really deliver? GSIQ analysis reveals UK audience reach, sponsorship value, apparel exposure and social buzz — all measured within 24 hours of the event

The Saudi Pro League’s global ambitions are no longer just talk. It's growth is measurable. With 57,000 hours of global broadcast coverage, rising social visibility, and expanding reach across new markets, GSIQ data shows why this could be the season the world starts taking Saudi football seriously.

GSIQ is proud to announce our partnership with Professional Fighters League MENA (PFL MENA), supporting the organisation with advanced analytics to deliver clarity on sponsorship performance, event impact, and commercial ROI across the Middle East and beyond.