Dubai unveils UAE's first sports & entertainment free zone at One Central
ISEZA to drive innovation in sports tech, e-sports, and media
Dubai is set to launch the International Sports and Entertainment Free Zone Cluster (ISEZA) at One Central, near the Museum of the Future.
This dedicated free zone aims to attract global sports organisations, entertainment businesses, investors, and professionals, further solidifying Dubai’s position as a premier destination for major industry events.
ISEZA is designed to be a one-stop hub for businesses in sports management, marketing, event organisation, talent representation, and sports media. The initiative aligns with Dubai’s broader vision to enhance its global reputation as a leading centre for sports, entertainment, and innovation.
The free zone is set to be the UAE’s first dedicated sports and entertainment business cluster within the Free Zone environment. It will also focus on fast-growing sectors such as e-sports, AI-driven sports technology, and digital fan engagement tools.
Opportunities for industry leaders
As part of its business-friendly ecosystem, ISEZA will streamline licensing processes for sports leagues, talent agencies, production companies, and creative professionals. The free zone aims to attract a diverse range of participants, including international and regional sports federations, associations, and leagues across traditional and emerging sports.
Beyond business opportunities, ISEZA will also host sports exhibitions, museums, academic programmes, and community events at Dubai World Trade Centre and Dubai Expo City. These initiatives will provide a platform for collaboration and knowledge exchange among industry leaders, while also engaging local communities and fostering sports culture in the UAE.
Dubai’s sports sector already contributes approximately Dh9.2 billion ($2.5 billion) annually to the economy, and ISEZA is expected to accelerate further growth. The new business cluster will create job opportunities, attract global investment, and reinforce Dubai’s standing as a key player in the international sports and entertainment landscape.
How will ISEZA work?
ISEZA will work closely with key UAE authorities, including the UAE Ministry of Sports, Dubai Sports Council, and the UAE National Olympic Committee, to provide tailored corporate and legal support for its members. This strategic collaboration will ensure that businesses operating within the free zone have access to essential resources and regulatory frameworks tailored to the industry’s needs.
Damir Valeev, CEO of ISEZA, highlighted the initiative’s broader impact, stating: “This project is aligned with Dubai’s vision of becoming a global destination for sports, entertainment, and tourism. ISEZA will not only boost industry growth but also contribute to promoting active sports and a healthy lifestyle across the UAE.”
With its prime location, streamlined business setup, and strong government backing, ISEZA is poised to attract top-tier industry players, further establishing Dubai as a global hub for sports and entertainment. The free zone is expected to welcome its first businesses in the coming months, marking a new chapter in Dubai’s ambitious economic agenda.