Chicago Bears second biggest riser in the NFL Brand Health Rankings despite a terrible year

This month’s Brand Health Index, powered by YouGov shows the Brand Health Index of NFL teams amongst US Adult Population. The data is recorded from September 2022 VS September 2023.

Despite their recent loss to Bills, Miami Dolphins have managed to see a whopping +4.1 increase from 5.1 in last September to 9.2 this September. Miami’s 2,044 total yards this season are the most in NFL history through a team’s first four games. The Dolphins are tied for the best record in the AFC. They’ve won 31 of the last 55 overall and are one of just three NFL teams (Buffalo and Kansas City) with winning records in each of the past four seasons (2020-23).

Meanwhile, Chicago Bears are the second team to record a 4.0% jump on the index from 4.7 to 8.8. This comes as a surprise if one was to take into account their performance so far this year. The Bears haven’t won a game since last October, their 14-game slide is tied for the 19th longest losing streak in the history of the NFL, and fans have only witnessed one winning season from the Monsters of the Midway in the last decade.

Buffalo’s might have notched an impressive win against the Dolphins this Sunday but they are biggest loser on the index registering -1.1 drop down from 8.2 in September 2022 to 7.1 in September 2023.

Here’s the rest of the index:

McLaren Racing expands partnership with Merchants Fleet

McLaren Racing has announced a partnership extension and expansion with Merchants Fleet.

Merchants Fleet will continue as an Official Partner of the NEOM McLaren Extreme E Team, while expanding to become an Official Partner of the NEOM McLaren Formula E Team for Season 10 of the ABB FIA Formula E World Championship.

Merchants Fleet is North America’s fastest growing fleet management company. The partnership with the NEOM McLaren Extreme E Team began in November 2021 and focuses on accelerating both brands’ sustainability journeys, and goals to promote DE&I (Diversity, Equity, and Inclusion).

McLaren Racing and Merchants Fleet initially launched the partnership at COP26 and have since gone on to collaborate at Merchants Fleet Annual Fleet and Strategic Summits in 2022. McLaren Racing CEO Zak Brown and NEOM McLaren Extreme E driver Emma Gilmour have spoken alongside Brendan P. Keegan, Chairman, CEO & President of Merchants Fleet, about both brands’ focuses in ESG (Environmental, Social and Governance). Zak and Brendan have also recently joined forces on a regular podcast series, the Fast & Fearless: Accelerating Leadership, discussing the tools of leadership, growth and business.

The partnership will see McLaren continue to support Merchants’ ACCELER8 ESG programme, focussing on electrification and DE&I. Merchants Fleet branding will continue to be present on the NEOM McLaren Extreme E race car, and on the race suits of the drivers.

Ian James, Managing Director, NEOM McLaren Electric Racing and Team Principal, NEOM McLaren Formula E Team, said: “We are delighted to expand our partnership with Merchants Fleet. Adding this valued partner of our NEOM McLaren Extreme E Team to our NEOM McLaren Formula E Team is a significant step for our collaboration as we enter our second season in the ABB FIA Formula E World Championship. We look forward to working together to continue to drive positive change across our industries.”

Brendan P. Keegan, Chairman, CEO & President, Merchants Fleet, said:  “This exciting partnership underscores our joint commitment to sustainability through electrification, and our deep dedication to diversity, equity and inclusion (DE&I). We are excited to showcase how a partnership based on the genuine alignment of values, has the potential to drive awareness for these important issues on a global scale.”

The View From Africa: East African Nations Score Big in Recent Sporting Announcements

In this week’s View From Africa piece Cynthia Mumbo, CEO of SportsConnect Africa pens down a whirlwind of exciting developments in the sporting world and how East African nations have stepped into the limelight with a series of groundbreaking announcements over the past few weeks.

These revelations span various sports and promise to boost the region’s influence on the global stage. Here’s a closer look at the key highlights:

Rwanda’s Landmark Partnership with Bayern Munich:

In a landmark move, Rwanda has partnered with one of the giants of world football, Bayern Munich. This collaboration announced recently, is set to revolutionize Rwandan football and solidify the nation’s position on the global sporting map while promoting tourism through the VISIT RWANDA platform. It is worth noting that Rwanda has had remarkable partnerships with Arsenal, PSG and the NBA through the same initiatives.

Bayern Munich, a club renowned for its footballing excellence and worldwide fan base, will provide technical support and expertise to Rwanda’s football infrastructure. This partnership aims to improve the country’s footballing capabilities, nurture local talent, and enhance football education.

Jan-Christian Dreesen, FC Bayern Chief Executive Officer, said: “I am very pleased with this collaboration agreed upon until the summer of 2028. FC Bayern can become active on the African continent and gather important experiences. The new platinum partnership is aligned with long-term goals. We will promote ‘Visit Rwanda’ and help Rwanda grow in sports with projects for youth football. These are challenging and responsible tasks. Africa is a continent of opportunities. For FC Bayern, this is the next important step in internationalisation.”

Clare Akamanzi, CEO of the Rwanda Development Board, said: “The Rwanda Development Board is pleased to welcome yet another strategic partner in FC Bayern Munich. It’s been five outstanding years since the Government of Rwanda announced the Visit Rwanda campaign and adding FC Bayern as another additional partner allows us to reach out to its millions of fans across the globe and tell them to visit Rwanda. Germany is among Rwanda’s top five tourism source markets and we aim to use this partnership to attract more tourists to Rwanda, showcase investment and business opportunities and encourage all to stay in Rwanda.”

CAF’s Decision to Award 2027 AFCON Hosting to East African Nations:

The Confederation of African Football (CAF) recently announced that Kenya, Uganda, and Tanzania will co-host the 2027 Africa Cup of Nations (AFCON). This is an important milestone for the area, since it marks the return to East Africa of one of Africa’s most renowned football games after several decades.

The decision to give the hosting rights to this trio of nations, rather than the typical one, underlines CAF’s trust in their capacity to organise a world-class event. East African nations will invest in new stadiums, infrastructure, and tourism amenities, giving the world a chance to see their cultural and sports capabilities. This historic announcement is not only a celebration of East African football but also a testament to the unity and collaboration between the participating nations in the spirit of the beautiful game.

Expressing faith in the hosts, CAF President Patrice Motsepe said “Tanzania, Uganda and Kenya have demonstrated their commitment and capabilities to host a world-class tournament. We look forward to a memorable AFCON that will unite and inspire the entire continent.”

NBA’s Expansion into East Africa with Office in Kenya:

The National Basketball Association (NBA) has set its sights on East Africa, announcing the opening of an office in Kenya in November 2023 in collaboration with the Kenyan government. This is a huge step forward for the region’s basketball growth.

The NBA’s presence in Kenya will serve as a platform for the sport’s growth, developing local talent and linking East African players to the global basketball community. It will provide coaching, training, and educational opportunities, paving the road for future basketball stars.

The Kenyan Government’s partnership with the NBA showcases their commitment to developing sports and youth talent. It also underscores the NBA’s dedication to making basketball a global game, with East Africa being the next frontier.

These statements mark a watershed moment in East African athletic history, with nations not merely participating but actively leading in world sports. These programmes’ collaborations and chances will definitely inspire future generations of athletes and contribute to the general growth and recognition of East African sports on the global stage. As these changes unfold, the athletic world’s gaze will be fixated on East African nations, eagerly anticipating the good influence these initiatives would have on the region’s sporting future.

Member Insights: “Does Over There work Over Here? The American-led investment in European football clubs” 

Ian Whittaker, Twice City AM Analyst of the Year pens down how the involvement of American investors has become one of the main trends of the European football landscape in recent years and that seems to have accelerated in recent months.

In England, Chelsea is majority owned by Clearlake Capital while both Liverpool clubs have seen American funds invest, with 777 Partners buying out Farhad Moshiri’s 94% stake in Everton (to the relief of many Everton fans) while Dynasty Equity has taken a stake in Liverpool FC from fellow US investor Fenway Sports Group.

10 out of the 20 PL clubs are now owned by US-based owners, including (still) Manchester United. Lower tier clubs are also in the target line with NFL star Tom Brady becoming a part-owner of Birmingham City post their acquisition by Knighthead Capital Management LLC (and, of course, Wrexham FC’s famous ownership duo of Ryan Reynolds and Rob McElhenney). 

However, the trend has not been confined to English clubs. Bloomberg found that 17 out of the 98 clubs across Europe’s top five leagues in 2022-23 were US owned, far ahead of the 6 from the Middle East, and that number has only increased. France’s Ligue 1 has been another country of interest, with Olympique Lyonnais and Toulouse both majority US owned. The other leagues are less impacted, mainly because their ownership structures encourage fans participation (the Bundesliga in Germany) or local owners still have a strong grip (Italy and Spain). Nevertheless, 777 Partners also owns Hertha Berlin and RedBird owns AC Milan. 

The attraction of European clubs for US funds is not hard to see. Particularly the Premier League, but also the other leagues to varying degrees, have worldwide followings and lucrative revenues from both domestic and international leagues. They have passionate fan bases and strong franchises. They are also a lot cheaper than buying major US franchises in the likes of the NFL. And the explosion of interest in Major League Soccer (MLS) post-Lionel Messi’s move to David Beckham-backed Inter Miami has raised the possibility that soccer, finally, is about to take off in the United States. 

Nevertheless, there is the question of whether US owners have fully thought through the implications of buying European clubs. I am not so much thinking of the cultural and management differences between Europe and the US (although there are plenty of examples of where that has been an issue) nor the fact that the US franchise model, where teams can literally be moved across the US, is at contrast with a football culture where clubs are inherently rooted in their localities. I am actually thinking more on the money side. 

US sports rights are enjoying a purple patch as the major Tech giants have entered the sports rights fray and acquired major rights for large sums of money. Apple’s $2.5bn 10 year deal for US soccer streaming rights, Google’s $14bn deal to stream NFL rights and Amazon’s 10 year deal to show NFL TV rights, while raising questions over the future of traditional US sports broadcasters such as ESPN, NBC Universal and Fox, has brought a new range of deep-pocketed entrants into the game. When looking at this, it is not hard to think – if you are based in the United States – that ownership of European football assets look attractive given the smaller sums they raise, even for the Premier League. 

Yet that is missing the inherently different dynamics and economics between the two markets. Sports rights are probably the one thing keeping the US linear TV landscape going. Given the desire of Google in particular to capture a large share of TV advertising revenues, the foray of the giants makes sense. The US is also a very big market, meaning that the Tech giants in particular have a good chance of also monetising the rights in other ways, mainly subscription. Americans are used to paying a lot to watch sports. 

However, it is noticeable that these players have been more cautious in Europe. Yes, Amazon has the majority of Ligue 1 rights but it is no coincidence that the one European market it is the major player in football rights is the one market both where the TV rights are far less expensive than the other major leagues and its payment is relatively small. In most other major leagues, the Tech players have been relatively minor players. 

The reason for that is simple. The economics do not work because the scale isn’t there and therefore the revenues in either advertising or subscriptions. European consumers are not going to pay US-style amounts for their football. That is unlikely to change. 

I don’t think many US owners have grasped the full implications of this. There is a lot of hope in D2C streaming at the moment but, again, that is a US phenomenon. 85%+ of US households have Subscription Video on Demand services but for markets such as the UK, which is at the higher end of penetration, there is probably around 30%+ less takeup – and this seems more of a structural issue than one that can be resolved. As the main US streaming companies have found, what works in the US does not necessarily in Europe. 

So let’s see in a decade’s time whether the interest will remain strong. 

As usual, this is not investment advice. 

AC Milan adds Snaifun as premium partner

SNAIFUN, the app created by the Snaitech Group, which rewards a passion for sport and culture with news, quizzes and predictions, has become a Premium Partner of AC Milan.

Thus, the historical collaboration between AC Milan and the Snaitech Group, which has seen the two brands embark on a joint path to spread the values of sport and sports culture, continues and is strengthened.

Together for over ten years, the two entities are continuing down a path founded in the world of sport and its values, including togetherness, participation, fair play, inclusion and social recognition. A consolidation that will promote the emotions that only sport can provide, true passion and healthy fun.

AC Milan and the Snaitech Group will celebrate their new agreement with a special event at the SNAI Hippodrome San Siro which will be attended by not only a strong representation of the two brands and important stakeholders but also 200 lucky SNAIFUN users.

Giorgio Furlani, AC Milan CEO said: “This partnership between AC Milan and the Snaitech Group is a solid and special bond that has been going on for over ten years, making it one of the Club’s longest-running and most successful partnerships. We continue this journey together with pride, aware of how the sports industry and football, in particular, are constantly evolving and with a renewed desire to enrich this partnership by putting our fans at the centre.”

Fabio Schiavolin, Snaitech CEO, commented: “We are enthusiastic to celebrate this strong bond that unites our company to the Rossoneri, with whom we share important principles, that sport conveys and represents, actively supporting the spread of sporting practice. Sport has always been at the base of our business model; for us, that also means your relationship with your territory, with the institutions and the sporting associations. The partnership with AC Milan is a source of pride for the Group: born over ten years ago, it has been enriched and consolidated over time through numerous entertainment initiatives aimed at all sports fans.”

As a Premium Partner, SNAIFUN will also expand its presence at the San Siro stadium during Serie A and Coppa Italia matches, promoting fan engagement, through a ‘pre-match quiz’ aimed at the Rossoneri fanbase, designed to reward and share their passion.

By virtue of this partnership, SNAIFUN will allow all users to take part in fan engagement activities and win exclusive experiences such as the Walkabout at San Siro, an AC Milan training session live at Milanello, a visit to the Casa Milan museum in the company of a Rossoneri Legend and tickets to the Rossoneri’s home matches. The agreement further enhances and expands SNAIFUN’s offer, which is ready to return to the big screen with the TV programme “SNAIFUN MATCHDAY” on air on Milan TV, dedicated to entertainment for all sports fans on Matchdays.

USFL and XFL announce their merger

The United States Football League (“USFL”) and the XFL have announced their intention to merge.

Subject to customary regulatory approvals and if the transaction is consummated, the new league will establish best-in-class operations based on the most recent seasons of both leagues.  This historic combination will anchor professional spring football with substantial capabilities and resources to ensure future growth and continue to enhance the development of the collective players, coaches, and staff that are coming together. 

IMG to exclusively manage NFL’s media rights across Asia and Europe

IMG has secured an agreement to exclusively manage the National Football League’s media rights in 30+ international markets across Asia and Europe from 2024. 

The three-year deal will see IMG manage the NFL’s network of broadcast deals across the territories for its current rights cycle. IMG will also provide strategic advice and guidance on the local media landscape across the regions. 

Terence Ihm, Director, International Business Development at the NFL said: “We’re thrilled to be working with IMG in our efforts to expand the NFL’s media footprint in over 30 international markets across Asia and Europe. Together with help from IMG, we will strategically and effectively reach new audiences and current fans around the world in the seasons ahead.”

Rebecca Levin, VP, Media for North America at IMG, added: “The NFL is home to some of the most valuable media rights in world sport. Harnessing our expertise as global media specialists, with local experts, we look forward to working with the NFL to drive further value from its media rights in these international territories.”

The deal strengthens IMG and Endeavor’s relationship with the NFL, which includes:

  • Managing the NFL’s UK, Africa and France social media accounts via IMG’s digital team
  • Broadcasting the NFL’s games live via the IMG-owned in-flight and in-ship channel, Sport 24.
  • Managing the NFL’s licensing programme in Europe, Asia, Australia, New Zealand and the Middle-East via IMG’s licensing team.
  • A partnership with On Location to provide hospitality during regular season games for 26 NFL teams, and manage experiences and hospitality for the League’s major events, such as the Super Bowl, Pro Bowl Games, NFL Draft, the Pro Football Hall of Fame, and international games which this year are being held in London and Frankfurt.
  • Representing top athletes, players, coaches and on-air talent through WME Sports

Everton expands partnership with Christopher Ward

Everton has announced an expansion of its partnership with Christopher Ward – an agreement that will see the British watch brand appear on the back of playing shirts for the Club’s women’s team.  

Christopher Ward, which agreed a multi-year contract to become Everton’s first Official Global Timing Partner in June 2022, will also have the opportunity to create new and exciting money-can’t-buy experiences for Everton Women supporters as part of the deal.  

The move signifies the brand’s support for the women’s game and builds on its ethos of inclusivity. 

Unlike the Premier League, Barclays Women’s Super League (BWSL) rules permit clubs to carry partner logos on the back of shirts, in addition to having front-of-shirt and sleeve partners.  

Christopher Ward will make its BWSL debut at Everton Women’s home opener against Brighton & Hove Albion on Sunday 1 October, a match that kicks off at 1pm BST.  

Kate Peregrine, Marketing Director at Christopher Ward, said: “We are thrilled to continue to build on our partnership with Everton. We were passionate about wanting to support both the men’s and women’s games – accessibility and inclusivity have been core to our model and our brand from the very beginning. 

“It’s brilliant to see the women’s game getting the support it rightly deserves off the back of England’s success, and how that has led to a growth in what is an incredibly competitive and absorbing Women’s Super League.

“We are proud the name of Christopher Ward will be appearing on Everton Women’s shirts, and we can’t wait for the new season to begin.”   


Richard Kenyon, Everton’s Chief Commercial and Communications Officer, said: “We are really pleased to announce our extended partnership with Christopher Ward.

“In addition to proactively looking for new partners to add to our portfolio, we are always working hard to develop the valued partnerships we already have – for the benefit of the partner, the Club and, of course, our fans. This enhanced agreement is testament to the relationship between the Club and Christopher Ward and I’d like to thank everyone who has been involved in this partnership to date for their hard work and creativity to make it a success. 

“Everyone at the Club is delighted to be playing a part in Christopher Ward’s growth and we are excited by the platform and opportunities this partnership with our women’s team will deliver for them in the future.” 

Carlos Ezpeleta: “India took all the spotlight this year with the maiden MotoGP”

Dorna organised the first ever MotoGP in India and the response was overwhelming. iSportConnect spoke with Carlos Ezpeleta, Chief Sporting Officer, Dorna Sports to know more about the MotoGP Bharat and future plans of Dorna.

Why did Dorna choose India?

India is one of the strongest emerging economies in the world and most definitely an important destination for MotoGP as it is the biggest two-wheeler market in the world with a rapidly increasing affinity to premium motorcycle brands.India’s population is accustomed to consuming western brands, product and sports, and we are very excited about India, especially the motorcycling industry as MotoGP will create significant inroads to build the image of professional racing platform and culture which can potentially be the perfect jumpstart for Indian riders/ teams in the foreseeable future. Another crucial aspect which makes India a very important destination is that India has a MotoGP fan base of 54 million. So yeah India has a bright future for MotoGP.

What was the response to the Indian GP? 

Its’ been a challenging but amazing week in India. We are thrilled with the result and I think the feeling is common across the paddock as well ls the local authorities.

The expectation was quite big but the response has been really positive both within India and Internationally, all the stakeholders have expressed how happy they have been with the overall result and that’s overwhelming to hear, specially when we know that there is still a huge untapped potential which will take some time.

What were the initial race challenges?

It was the most important and therefore the most challenging event on this year’s calendar, especially with it being the first MotoGP event ever in the country.

It is always challenging the first time we go to any circuit, so you try to work on a priority basis and then start building from there. It is true that a lot of the track works were finalized shortly before the event but the reality is that the circuit impressed everybody and that the riders loved the track. This is the same with all the other stuff, a lot of it was challenging because of the timings but at the end the results were positive.

What kind of investments can you expect from India considering motorsports is still not that popular?

I have to say that the size and power of the Indian market has really overwhelmed us. There is so much that can be done and so much interest and having been able to do this first event has really changed the situation. Everybody wants to be a part of Bharat GP. It is true that motorsport is still a young sport in India but we think it is very well suited for the market. MotoGP is hugely dynamic, young, entertaining, high-energy, unpredictable, with the action being intense and the sporting format being short, it is perfectly suited for India, being a country with hundreds of millions riding motorbikes everyday.

We were also very happy to see all the support that MotoGP has from the Indian Government in general and Uttar Pradesh specifically. We want to thank them all, but specially Honourable CM Yogi Adityanath. It’s great to see that they understand all that MotoGP can bring, not only a huge global sporting event, but socially, industrially and economically. We are already engaged with them to see how we can do so much more next year.

Kazakhstan GP didn’t go through so India was the sole addition. You also signed an MoU with the Saudi Arab govt. but it hasn’t shown up in the 2024 calendar. What happened in these two places?

Unfortunately Kazakhstan’s first event had to be postponed till 2024, that made India take all the spotlight this year! You are right that we had signed an MoU with Saudi Arabia last year but it was already announced that it wasn’t for the upcoming seasons. We knew that it was a very long project in which they are planning to build a completely new venue which I’m sure will impress the whole world. These things take time, specially when new circuits have to be built. There are many new countries on the pipeline.

What plans does Dorna have for the Indian talent and development of motorsports in India?

There is no other sport that invests as much as Dorna does into createing platforms for the development of young riders around the world.Specifically in Asia where we have invested heavily in the past 10 years with the Asia Talent Cup which provides a chance for the most talented young riders in Asia to make their first steps on the Road to MotoGP and are promoted to World Championships and that too free of charge and this is an asset for young Indian riders who want to make a future in MotoGP. Also, now with the MotoGP Bharat, there is an event for the young riders to see and touch, and dream about participating in which will make it a dream for more and more kids. The FIM MiniGP World Series is also a great project and we hope that will consolidate in India in the near future. In the long term, we want to have a strong national series with FMSCI in India which will also be a great opportunity for young talent.

What changes were done on the track in India?

Buddh International Circuit was created for F1 over 10 years ago, but it did apply for an FIM (MotoGP) Homologation at that time as well, so many things had been taken into account initially. Since thenMotoGP safety requirements have increased further and the track has had to undergo some changes for it to be suitable for MotoGP bikes which ride at speeds over 350KMPH. Multiple technical, civil and tech changes were carried out on the circuit and track which havemade one of the very best in the world circuit. Safety is of paramount importance and a dedicated team of track experts from India and around the world were on the job. The riders loved the layout and enjoyed it.

What was offered to the Indian fans at the circut?

MotoGP has made it clear how much we care about our fans and their experience at MotoGP events. This year MotoGP has implemented a new format specifically targeted at getting the fans closer to the show and their heroes, with the MotoGP Sprint on Saturday, and the new meet and greets with the riders.

Asides from experiencing the best morosport in the planet, the fans were also able to get some really cool F&B experiences, great music, see some of the hottest celebrities in India, attend autograph sessions from the rides and many other things. When the national anthem of India played during the grid ceremony and all the fans were singing and chanting, I think everyone got goosebumps, at least I did! I think it’s one of the coolest opening ceremonies we’ve had all year.

“MotoFluencer”

The Promotersran a contest by inviting and engaging with moto enthusiasts and other key moto influencers to create the most engaging UGC moto- content and have thrown them a challenge to create shareable content. The 5 most engaging ” Motofluencers” got an exclusive pass and the privilege to be a part of the paddock and other restricted access race/ track zones.

“Women Riders”

There’s been a significant ride in Women riders and MotoGP Bharat respect the spirit and passion of these new breed of riders. The promoters have been focusing on felicitating female riders across our events and have taken up a special initiative to onboard the leading women riders/ influencers to share their ride experiences. A special initiative to form a Training School for female riders is in discussion too.

“VIP Village/ Fan Zones”

Leading brands and event agencies actively engaged with the fans. This was indeed a weekend which saw a lot of engagement, experiences, and action apart from the high adrenaline race on the track.

Unleashing the Power of Sports Federations: Transforming the Middle East’s Sporting Landscape

In this View From piece Patrick Raupach, Partner and Head of Public Sector at Portas Consulting, looks into the region’s efforts to transform the national sports federations landscape.

The vital role of sports federations in sport sector development

In the ever-evolving world of sports, the significance of sports federations cannot be overstated. These organizations, tasked with governing and promoting specific sports, are the linchpins of a nation’s sporting ecosystem. Across the Middle East, where sporting ambitions are soaring to new heights, sports federations are emerging as key drivers of transformation.

Middle East sport sector ambitions:

The Middle East has set its sights on becoming a global sporting hub, with countries like Saudi Arabia, the UAE, and Qatar leading the charge. These ambitions are underpinned by a vision to diversify their economies, enhance national well-being, and boost their global standing. To achieve these objectives, sports sector development is not just a goal; it’s a strategic imperative. However, historically the Middle Eastern countries have grappled with several challenges in the sports sector:

  • Lack of federation long-term planning: Many sports federations lacked coherent, long-term strategies, resulting in inconsistent participation growth, immature competition structures and lack of connected talent-pathways.
  • Limited sports offering: Administrational burdens and lack of government support mechanisms hindered the incorporation and evolution of new sports.
  • High-Performance Focus: An overemphasis on high-performance sports often overshadowed the need for mass participation and grassroots development.
  • Lack of private sector involvement: The commercial side of sports was still in its nascent stages, limiting revenue-generating opportunities for sports federations.
  • Limited sports infrastructure: The region faced a scarcity of sports facilities and grassroots programs, hampering widespread participation.

Sports Federation transformation efforts in the Middle East:

The Middle East has recently experienced exceptional efforts in addressing sector challenges through significant investment in transforming the federations landscape. Saudi Arabia’s efforts in addressing these challenges are a standout example of transformative change:

  • Diversification of the sports offering: From 32 federations in 2015 to 97 in 2023, Saudi Arabia’s commitment to diversifying its sports portfolio is evident. This approach ensures a comprehensive approach to sports development, addressing a wide spectrum of sporting disciplines.
  • Significant funding boost: An ambitious SR2.6 billion ($693 million) strategy to support Saudi sports federations has been launched by the Saudi Ministry of Sports as part of the Kingdom’s Quality of Life program.This financial injection is matched by a concerted effort to upskill federation capabilities and enhance their capacity to deliver on their mandates.
  • Dedicated elite-sports program: In line with the country’s ambitions of winning podiums in international sporting competitions, a centralized elite athlete development program has been launched. The scheme is aimed at improving efficiency and preparation of athletes in the long term, achieving excellence in international sports, and creating high-performance environments based on international standards.
  • Commercialization of sports:Larger federations, such as the Saudi Motorsports and the Saudi Equestrian Federations, have been supported to venture into the commercial realm by establishing professionalized commercial arms, marking a significant step towards monetizing sports in the region.

Impact of Federation transformation programs:

The effects of these government led transformation efforts ripple through the Middle East’s sports sector:

  • Attracting and hosting major sporting events: A robust sports sector is a magnet for hosting major sporting events. Saudi Arabia, the UAE, and Qatar are vying for the opportunity to host global competitions, bolstering their international profiles.The successful hosting of globally renowned events, exemplified by the recent Qatar Football World Cup, and the continuous expansion of an impressive sports event portfolio in the Middle Eastern countries can be attributed to the maturing structures within national sports federations.
  • Stimulating participation: Driven and inspired by the launch of a comprehensive series of government-backed events and initiatives, the region has witnessed a substantial surge in participation rates in sports and physical activity.
  • Gender parity: The transformation of the Middle Eastern sports systems over the past 5 years has allowed for equal opportunities from the outset e.g., sports participation for females in Saudi Arabia has increased by 150% from 2015 to 2021and almost all 97 sports federations and committees in Saudi Arabia have female representation on their leadership teams.
  • Economic Growth: Commercialization initiatives are starting to generate economic opportunities, from lucrative sponsorships to a surge in sports tourism revenues.

Overcoming remaining challenges

However, despite the progress, challenges persist, and continued public sector intervention and development efforts are crucial:

  • Sustainable funding streams: Consistent, long-term funding is paramount to prevent regression and sustain development efforts. The current practice of allocating budgets on a year-to-year basis doesn’t enable federations to plan effectively for Olympic or Asian Games cycles.
  • Sports integration: Governing bodies should ensure consistent support for smaller and emerging federations, helping them grow their technical and operational capabilities to become engrained within the wider sports ecosystem.
  • Sports infrastructure: One of the primary obstacles to expanding the sports landscape in the Middle East and unlocking its full potential for participation lies in the inadequacy of both the quantity and quality of sports facilities. For instance, in Riyadh alone, more than 1,200 additional sports facilities are needed to satisfy the latent demand within the city.
  • Workforce development: Building a skilled sports workforce, and connected career pathwaysare vital for long-term success.
  • Private sector partnerships: Collaborations with the private sector will be essential to unlock the full commercial potential of the sports sector and to achieve the ambitious sport sector targets set by Middle Eastern economies.

In conclusion, the Middle East’s sports federations are emerging as the driving force behind the region’s sports sector development. Through visionary leadership and strategic investments, they are effectively addressing historic challenges, diversifying sports portfolios, and elevated the region’s profile on the global sports stage. The impact of these transformations is evident in the successful hosting of prestigious events like the, the surge in participation rates, and the significant economic growth attributed to commercialization efforts. Nevertheless, the journey ahead is not without its share of challenges. Sustaining funding streams, deepening private sector partnerships, nurturing a skilled sports workforce, and enhancing spending efficiency within federations will be imperative to ensure continued growth. The Middle East is well on its way to becoming a global sports powerhouse, firmly establishing its presence in the world of sports, and contributing to the region’s broader ambitions of economic diversification and international recognition.