MORE THAN A MOMENT, A LEGACY UNFOLDING: KEY HIGHLIGHTS FROM MESIF LONDON 2025 AND THE FUTURE OF SPORT IN THE MIDDLE EAST
- aleks911
- Jun 13
- 3 min read
The Middle East Sports Investment Forum (MESIF) returned to London for its fourth edition—and second flagship event—on May 27–28, 2025, hosted at the iconic Tottenham Hotspur Stadium. Drawing more than 400 senior delegates, 54 VIP speakers and representatives from over 250 organisations spanning the GCC, Europe, Asia and North America, MESIF once again affirmed its status as the premier global platform where ambition meets action—and where sport is being redefined from the Middle East outward.
This year’s forum focused on three strategic pillars: uniting the region, unlocking investment and advancing sport at every level. A distinct message emerged: the Middle East is no longer simply a host of world-class sport—it is now a key driver shaping the future of the global sports economy.
The event was honoured by the presence of regional V.V.I.P dignitaries, including:
H.E. Prince Abdulaziz bin Turki Al Faisal, Saudi Arabia’s Minister of Sport;
Prince Khaled bin Alwaleed Al Saud, President of the Saudi Sports for All Federation;
Eng. Abdulrahman K. Jastaniah Deputy Minister, Strategic Planning & Investment, Ministry of Sports, KSA
H.E. Yasir Bin Abdulla Bin Ahmad Al-Jamal Undersecretary of the Ministry of Sports in Qatar
H.E. Faris Al Kooheji, Secretary General of the Bahrain Olympic Committee
Throughout the forum, conversations consistently highlighted the shared ambition to scale sports initiatives through enhanced private sector partnerships. Saudi Arabia’s landmark privatisation programme—initially focusing on football clubs and supported by sweeping regulatory reforms aligned with Vision 2030—was spotlighted as a pivotal catalyst for growth. Simultaneously, Bahrain’s investment in infrastructure, including the Bahrain International Sports City, and Oman’s Integrated Sports City initiative, demonstrated the region’s openness to international partnerships and investment opportunities. AlUla emerged as a standout example of innovation, showcasing how sport, heritage and tourism can uniquely combine to create a destination that invites investment without sacrificing its cultural identity. Collectively, these projects illustrated a unified, investor-ready strategy across the Middle East—collaborative, future-focused and designed for sustainable, long-term impact.
Legacy was more than a discussion topic; it was a core theme and a deliberate guiding principle in the region’s sports development efforts. Delegates reflected on the Qatar FIFA World Cup 2022 not merely as a sporting event but as a catalyst for lasting social progress. From Generation Amazing’s ongoing work empowering youth and underserved communities worldwide through football, to significant investments in sustainable infrastructure, the tournament’s impact resonates well beyond the pitch. Saudi Arabia’s Sports for All Federation echoed this ethos through community-driven initiatives promoting health and fitness in everyday life. Across the forum, the message was clear: legacy is a responsibility – one centred on people, purpose and enduring impact.
Innovation also stood out prominently. The region is pioneering new frontiers, from Aspetar’s leadership in elite sports medicine to wearable technology developed by Sela that enhances accessibility for deaf fans, these advancements set new standards for inclusive, accessible and high-performance sport and entertainment.
Commercial innovation featured strongly too. Leaders examined how data analytics, digital engagement and immersive storytelling are transforming fan experiences and unlocking fresh monetisation opportunities. Sports organisations—from clubs to leagues and events—are now seen as platforms for both economic growth and emotional connection, with fans and communities at the heart of this scalable, tech-forward industry.
Sport is no longer viewed solely as entertainment but as a driver of economic diversification, cultural diplomacy and national identity. The region is not merely hosting events - it is building ecosystems and shaping movements.
As MESIF expands its global reach, the London edition marked a pivotal milestone—highlighting the Middle East’s critical role in shaping the future of global sport. Delegates departed with renewed momentum, promising partnerships and a shared vision. With its nomination for Best Event Series at the 2025 Conference & Events Awards, MESIF is not only elevating sport in the Middle East but helping define what the future of sport looks like on the global stage.
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