Sports, Esports, and Gaming—The Next Licensing Frontier in the Middle East

A team of esports players celebrates a big win together

In recent years, the Middle East—and particularly the Gulf region—has been making headlines for its bold investments in entertainment, sports, and culture. What was once seen as a market primarily for consumption is rapidly evolving into a global stage for production, innovation, and influence.

At the heart of this transformation is a new licensing frontier: the convergence of sports, esports, and gaming. For global brands, intellectual property owners, and publishers, this shift represents not just incremental growth, but a historic opportunity to establish long-term relevance in one of the fastest-growing consumer markets in the world.

The Gulf’s New Playfield

The strategic ambitions of governments in Saudi Arabia, the UAE, and Qatar are clear: diversify economies, empower youth, and position the region as a cultural and entertainment hub. Initiatives like Saudi Arabia’s Vision 2030 and the UAE’s focus on the digital economy are channeling billions of dollars into sports leagues, mega-events, and gaming infrastructure.

Consider these developments:

• Saudi Arabia has invested more than $38 billion in the gaming sector, signaling its intent to dominate the industry.

• Riyadh hosts Gamers8, the world’s largest esports and gaming festival, attracting global audiences and top-tier IPs.

• Qatar’s successful hosting of the FIFA World Cup 2022 left behind a legacy of sports infrastructure and heightened fan engagement across the region.

• Dubai has positioned itself as a key esports tournament hub, attracting both regional and global competitions.

In short, the Gulf is no longer a passive recipient of sports and gaming content. It is becoming an active architect of the global sports-entertainment economy.

Sports Licensing: From Jerseys to Mega-Deals

Sports licensing in the Gulf has already seen significant traction. Traditional categories such as team jerseys, branded apparel, and fan merchandise are growing rapidly, driven by rising sports fandom and international clubs expanding their presence.

The Saudi Pro League’s high-profile signings of global football stars have created massive demand for official merchandise and licensing opportunities that extend far beyond jerseys. We are now seeing interest in collectibles, fashion collaborations, and even food & beverage tie-ins that carry club or league branding.

For licensors, the opportunity is twofold:

1. Tap into existing fanbases by providing official, high-quality licensed products.

2. Localize offerings for regional culture and tastes, from modest sportswear to Arabic-language fan gear.

Esports: The Billion-Dollar Opportunity

If traditional sports licensing is surging, esports represents the Gulf’s biggest untapped frontier. The Gulf has one of the world's youngest and most digitally connected populations, with over 60% under 30. Esports and gaming aren’t just entertainment—they are part of youth identity.

Saudi Arabia has placed esports at the center of its Vision 2030 cultural strategy, establishing professional leagues and world-class infrastructure. The investment is not symbolic—it’s strategic. By creating local tournaments, teams, and production capabilities, the Kingdom aims to become a global esports powerhouse.

Licensing opportunities here are vast:

• Merchandise and apparel for esports teams and tournaments.

• Branded peripherals such as headsets, gaming chairs, and controllers.

• Experiential licensing through live events, themed attractions, and esports arenas.

• Influencer-driven collaborations with popular streamers and esports athletes.

For global IP owners, now is the time to partner with Gulf stakeholders to secure an early mover advantage.

Gaming IPs as Cultural Assets

Gaming is no longer just a pastime; it’s becoming a cultural currency in the Middle East. Popular franchises such as Fortnite, Call of Duty, and FIFA are shaping how young people socialize, learn, and even identify with communities.

This presents a unique licensing opportunity. Gaming IPs can be extended into:

• Toys, collectibles, and action figures tailored for the region.

• 
  

• Fashion collaborations that resonate with the Gulf’s youth-driven streetwear culture.

• Streaming and broadcasting partnerships, bringing gaming content to mainstream audiences.

• In-game localization, with Arabic-language content or region-specific skins.

Crossovers: Where Sports and Gaming Converge

Perhaps the most exciting development is the convergence of sports and gaming. Sports is no longer confined to the field; it is becoming a digital experience, and gaming is its biggest stage.

Global examples highlight this trend:

• WWE has extended its reach beyond the ring through popular licensed video games that have become a cultural phenomenon for fans.

• FIFA continues to blur the line between real-world football and digital play, bringing clubs, leagues, and players into millions of homes worldwide.

• The Professional Fighters League (PFL), one of the fastest-growing global MMA organizations, has actively embraced data-driven storytelling and digital platforms, creating a foundation that could naturally extend into esports and gaming partnerships in the future.

For the Middle East, these examples matter because they align with the region’s strategic ambitions in sports and gaming. As Saudi Arabia and the UAE invest heavily in both sectors, the involvement of global sports brands offers a clear pathway to accelerate the growth of the gaming ecosystem.

The opportunity is not about replicating existing Western models, but about building partnerships that localize experiences for Gulf audiences:

Licensing official sports video games with regional content.

Creating co-branded merchandise that spans both athletic and gaming identities.

Encouraging global leagues and organizations to support esports initiatives in the region through sponsorships, tournaments, and collaborative campaigns.

By leveraging the credibility and global fan bases of organizations like WWE, FIFA, and PFL, the Gulf can amplify its efforts to become a global hub for sports and gaming innovation.

What Brands Need to Do

To succeed in this market, global brands must move beyond simply exporting existing models. The Gulf requires adaptation, localization, and partnership.

Key steps include:

• Localize products to meet cultural norms and consumer preferences.

• Partner with local distributors, retailers, and event organizers who understand the ecosystem.

• Invest in digital licensing—from in-game content to NFTs 2.0 and virtual collectibles.

• Leverage government-backed initiatives by aligning with national visions and cultural strategies.

• Collaborate with sports and entertainment leagues like PFL that already command strong followings in the region.

The brands that succeed will be those that treat the Gulf not merely as a consumer base, but as a global stage for innovation.

From the roar of stadiums to the buzz of esports arenas and the glow of gaming screens, the Gulf is emerging as the future arena for sports and gaming licensing.

The convergence of traditional sports, esports, and gaming is creating new licensing categories, new consumer behaviors, and new opportunities for those willing to adapt. With the involvement of global powerhouses like WWE, FIFA, and PFL, the Middle East has the potential to set global benchmarks in how sports and gaming ecosystems merge.

For global IP owners, publishers, and licensors, the question is no longer whether to enter the Gulf market — it’s how fast can you act before competitors seize the opportunity?

I’d also love to hear your perspectives—share your thoughts or experiences in the comments below. Together, we can drive this industry forward.