Find out: UAE's sporting passion, the insights and ambitions
Survey reveals high weekly sports engagement and optimism for future growth.
UAE: A staggering 81% of UAE residents participate in sports activities every week. This was revealed in a survey conducted by duke+mir.
Over 1,000 people participated in the polls that highlighted key trends in sports participation and viewership preferences across the Emirates.
The sports sector plays a vital role in the UAE's economy, contributing over $2.5 billion annually and supporting 105,000 jobs in Dubai alone. With significant investments totaling more than $65 billion in GCC sports development, the region continues to position itself as a global hub for sports excellence and economic growth.
High weekly engagement in sports
According to the survey findings, a majority of UAE residents are active participants in sports, either by watching or playing.
Approximately 68 percent of respondents tune in to live sports on television every week, while 66 percent reported engaging in physical sports activities regularly.
The study noted a positive correlation between watching sports and active participation, revealing that frequent viewers were 20 to 30 percent more likely to engage in physical sports themselves.
Challenges and opportunities for Olympic engagement
Despite the high level of sports engagement, only 15 percent of UAE residents intend to watch the upcoming Olympic Games—a figure lower than anticipated. This contrasts with higher viewer interest in events such as the T20 World Cup and UEFA Euro 2024.
The UAE is actively enhancing its sports engagement strategies, including preparations for the Olympics, supported by initiatives led by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum.
Insights for event organizers
Jonathan Ivan-Duke, Partner at duke+mir, emphasized the importance of enhancing sports engagement through diverse event offerings. The survey highlighted that family-oriented activities and side events are crucial in attracting attendees, ranking higher in importance (56 percent) than the quality of sports fixtures (37 percent). Other factors contributing to event success include food choices (23 percent) and opportunities for competitions and giveaways (23 percent).