INSIGHTS FROM THE BERNABÉU: THE NEXT CHAPTER FOR SPORTS DEVELOPMENT IN THE MIDDLE EAST

MESIF Madrid 2025, delivered in strategic partnership with the Ministry of Investment of Saudi Arabia, the Ministry of Sport of Saudi Arabia, and SELA, brought together 268 senior international delegates, 19 sponsors, and 51 influential speakers at one of the world’s most iconic venues, the Santiago Bernabéu Stadium.

For two days, the Bernabéu was transformed into a global hub for sports investment. Within one of the most technologically advanced stadiums in the world, nearly 300 industry leaders engaged in high-level panels, fireside chats, and networking sessions, all centered around the rapid development of sports taking place in the MENA region.

What we talked about in Madrid

The high-level programme covered the entire sports value chain, from grassroots development to elite athlete performance, infrastructure, technology, media rights, and fan engagement. The opening session, “Merging Economies: The Rise of Sports Investments Between Europe and the Middle East,” set the strategic direction from the outset. The audience heard from regional experts and government officials from Spain, Saudi Arabia, Qatar and the UAE about the opportunites for collaboration and investment in the sports and entertainment sector. The message from all sides was a clear willingness to invest, work together and share knowledge to fulfil the ambitious vision for sports in the Middle East.

The conversation developed quickly into tangible opportunities. The Ministry of Sport of Saudi Arabia outlined a pipeline of live investment prospects spanning facilities, club privatisation, and the sponsorship of major international events. This was followed by a compelling case study on Al-Khalood FC, featuring Assistant Deputy Minister Ibrahim S. Almoaiqel and club owner Ben Harburg, who offered a rare insight into the opportunities and challenges for club development and ownership in the region.

Venue development then took centre stage in a dedicated session on world-class facilities and sports districts in the MENA region. The Aspire Zone Foundation in Qatar, was highlighted as a unique model for sports investment in the Middle East, where elite performance, community engagement, tourism and entertainment coexist year-round. Speakers highlighted the importance of legacy planning for regional sport infrastructure and stadium projects and the Bernabéu itself, served as a fantastic example of how to maximise commercial success through its multi-use capabilities.

Ibrahim S. Almoaiqel, Assistant Deputy Minister for Investment and Privatization Department, Ministry of Sport, KSA.

Major events were also on the agenda with Madrid sharing its own ambitions to become a world leading hub for sports and entertainment. Leaders from the Rafa Nadal Academy, Saudi Motorsport Company, IFEMA Madrid, and Qatar Tourism shared experiences on how world-class tournaments, races, and exhibitions are being leveraged to drive sustained social and economic impact. We heard about the significant opportunities that these events bring for regional businesses, tourism and destination building.

One of the most powerful moments of the forum came from H.E. Hanan Al Mahmoud, Vice Chairperson of the Sharjah Women’s Sports Foundation, who challenged the audience to rethink sports investment not through the lens of stadiums and mega-events, but through the eyes of a five-year-old girl stepping into a sports club for the very first time.

She explained the importance of investing in human capital and building complete and intentional pathways for girls and women to engage in sports, as a critical factor for sustained growth of the sector. Her Excellency talked about the development of flagship platforms such as the Arab Women’s Sports Tournament and a local leadership programme that is now placing women on boards and decision-making committees across the region.

Abdullateef Alnaeem (Sports & Tourism Director, Microsoft) Richa Singh (Co-Founder, Spectatr AI), Chus Bueno (Ex Managing Director, DAZN Basketball)

The importance of technology and innovation, as a driver for growth was a recurring thread within the discussions. A dedicated session on how digital transformation is reshaping revenue, fan engagement and on-field performance brought together industry leaders from Microsoft Arabia, Spectatr.ai, DAZN Basketball and N3XT Sports. From data-led fan journeys and AI-powered content distribution to performance intelligence and predictive analytics, the discussion made one point unmistakably clear: in today’s sports economy, data and technical infrastructure is playing a critical role in maximising the potential of stadiums, athletes, fans and sponsorships.

Football investment also took centre stage as leaders debated the future of club ownership, governance and competitive positioning across the MENA region. Conversations explored the rise of multi-club structures and the role that Middle Eastern leagues and clubs can and will play in the future of global football.

Football Club ownership groups including Harburg Group, (owners of Al-Khalood FC), Global Football Holdings, Best 11 Group (owners of Marbella FC) and Basim Albeladi the owner of Al Ansar FC shared their investment strategies focused on player development, maximising media rights and developing commercial facilities that can be used beyond a match day. Again techinology, streaming and data were highlighted as significant opportunities to maximise perfomance and future revenue srtreams.

Ben Harburg (Harburg Group, owners of Al-Khalood FC), Ibrahim S. Almoaiqel, Assistant Deputy Minister for Investment and Privatization Department, Ministry of Sport, KSA. 

Who was in the room

Isabel Díaz Ayudso (President of the Community of Madrid), Ibrahim S. Almoaiqel (Assistant Deputy Minister for Investment & Privatization for the Ministry of Sports of Saudi Arabia), Emilio Butragueño (Institutional Relations Director, Real Madrid C.F.)

The guest list was as powerful as the agenda itself. MESIF Madrid convened an exceptional cross-section of the global sports elites, including government stakeholders from the Middle East and Spain, leading federations, club owners and senior executives.

On the ministerial front, influential leaders such as H.E. Isabel Díaz Ayuso, President of the Community of Madrid; Ibrahim S. Almoaiqel, Assistant Deputy Minister for Investment & Privatization at the Saudi Ministry of Sport; Senator Vicente Azpitarte Pérez; Abdullah Al-Rasheed, Director of Investment Enablement at the Saudi Ministry of Sport; and Basim K. Ibrahim, Sports Investment Director at the Ministry of Investment of Saudi Arabia all shared the stage.

Together, these leaders framed sport not simply as entertainment, but equally as a catalyst for cross border collaboration, economic diversification and long-term national development.

From Madrid to Riyadh 2026

Following the impact and success of MESIF Madrid, the focus now shifts to the 2nd edition of the MESIF Riyadh event hosted at the Ministry of Investment Headquarters. MESIF is excited to welcome its growing international community to Saudi Arabia on the 27th & 28th of January for another industry leading gathering.

MESIF Riyadh 2026 will build directly on the conversations from the Bernabéu, both in terms of content and the numerous business deals that were signed and initiated in Spain.

With the momentum building the forum is sure to take things to the next level in the region. MESIF Madrid has opened up a wide host of opportunities for the growth of sport in the Middle East and the impact will be felt far beyond the forum into 2026.

Booking Link for MESIF Riyadh 2026 - https://www.mesifglobal.com/event-details/mesif-riyadh-2026

For more information about MESIF Riyadh 2026 or to register, please contact us directly via email : info@mesifglobal.com