Sports Business Overview: Setup in Dubai's Sports and Entertainment (ISEZA) Free Zone

The UAE’s sports industry is booming, supported by major investments, high-profile events, and a rising enthusiasm for both traditional and emerging sports. It plays a crucial role in the economy, with estimates suggesting a total value of around $5 billion. The industry benefits from government support and international events, attracting global attention and investment.

Recently, Dubai has strengthened its status as a global center for sports and entertainment by launching the International Sports and Entertainment Zone Authority (ISEZA). The establishment of ISEZA is expected to significantly impact Dubai’s economy by attracting investments and creating job opportunities in the sports and entertainment sectors. Located in the Dubai World Trade Centre (DWTC) Free Zone, ISEZA offers a dedicated environment for businesses and entrepreneurs in the sports industry.

What is International Sports and Entertainment Zone Authority (ISEZA)

ISEZA is a specialized free zone designed to cater exclusively to the sports and entertainment sectors. With its strategic location, it provides businesses with access to state-of-the-art infrastructure and a vibrant community of industry professionals. The primary objectives of ISEZA include boosting the sports economy, attracting global investors, and enhancing Dubai’s stature as a premier sports and entertainment hub.

The zone provides comprehensive corporate and legal support to its members, closely coordinating with UAE entities such as the UAE Ministry of Sports, Dubai Sports Council, and the UAE National Olympic Committee. It will serve as a hub for licensing both established and upcoming sports businesses, attracting enterprises involved in diverse sports and entertainment activities.

ISEZA is designed to license and nurture businesses operating within established sectors like sports management and marketing, event organization, talent management, and media and broadcasting. Furthermore, it aims to foster growth in emerging industries, including e-sports, AI-driven sports technology, and digital fan engagement platforms such as fan tokens.

ISEZA also plans to facilitate significant social and community impact through hosting sports exhibitions, museums, educational programs, and various community-oriented projects within the Dubai World Trade Centre and Dubai Expo precincts. This initiative aligns with the UAE’s broader vision of promoting business growth, innovation, and community development, positioning Dubai as a global hub for sports and entertainment.

Why Dubai is the Ideal Destination for Sports Businesses

Dubai’s strategic location at the crossroads of East and West makes it an ideal destination for sports businesses aiming to tap into both markets. It boasts world-class infrastructure, including state-of-the-art sports venues like the Dubai International Stadium and the Hamdan Sports Complex. Over the years, Dubai has successfully hosted major sporting events such as the Dubai World Cup and the Indian Premier League (IPL), showcasing its capability to support large-scale sports enterprises. The government’s unwavering support and investor-friendly policies further enhance Dubai’s appeal to sports entrepreneurs.

Key Statistics Related to the Sports Sector in Dubai and the UAE

Aspect	Details
Dubai Sports GDP Contribution	Over AED 9 billion (USD 2.45 billion) in 2022, accounting for 2.3% of Dubai's GDP.
Sports Tourism Contribution	The travel and tourism sector contributed approximately AED 167 billion (USD 45.5 billion) to the UAE's GDP in 2022, representing 9% of the total GDP.
E-sports Revenue (2020)	The UAE generated approximately USD 313 million in e-sports revenue in 2020, contributing to the Middle East's growth in this sector.
Broadcasting Revenue (2023)	Total telecom and pay-TV service revenue in the UAE reached USD 8.9 billion in 2023, with sports being a significant component.

Benefits of Starting a Sports Business in the ISEZA

Entrepreneurs and businesses operating within ISEZA can avail themselves of numerous benefits, including tax incentives and business-friendly regulations. The zone provides access to a global market and a diverse talent pool, supported by state-of-the-art infrastructure. ISEZA also facilitates networking opportunities with global sports organizations and investors, all backed by strong support from Dubai’s government and sports authorities.

Key Business Opportunities in Dubai’s Sports Sector

Category	Opportunity
Sports Academies and Training Centers	Develop specialized training facilities, building on existing centers like the ICC Academy and LaLiga Academy.
Manufacturing and Retail of Sports Equipment and Apparel	Tap into the growing market for sports gear and clothing, leveraging Dubai's strategic location for distribution.
Sports Technology and Innovation	Invest in emerging sports technologies, including e-sports platforms, data analytics, and fitness apps, to meet the increasing demand for digital solutions.
Hosting International Tournaments and Concerts	Utilize venues like the Hamdan Sports Complex to attract global events, enhancing tourism and international recognition.
Developing Sports-Themed Entertainment Venues	Create unique entertainment spaces, such as mini-golf bars or interactive sports museums, to diversify leisure offerings.
Sports Tourism Packages and Experiences	Design comprehensive packages that combine sporting events with cultural experiences, appealing to a broad spectrum of tourists.
Partnerships with Hotels and Travel Agencies	Collaborate to offer tailored services for sports enthusiasts, enhancing the overall visitor experience.

Steps to Start a Successful Sports Business in (ISEZA)

Step 1: Research and Identify Your Niche

Conduct thorough market research to determine the specific area in the sports industry that aligns with your expertise and market demand.

Step 2: Register Your Business and Obtain Necessary Licenses

Streamline your business registration process with ISEZA and secure all necessary licenses for operation.

Step 3: Market Your Business to a Global Audience

Implement strategic marketing initiatives to reach a worldwide audience, leveraging Dubai’s international connectivity.

Start Your Sports Business in (ISEZA) with A&A Associate

Dubai’s International Sports and Entertainment Zone Authority (ISEZA) offers a great opportunity for entrepreneurs and investors. With its business-friendly policies, excellent infrastructure, and global reach, ISEZA is set to become a major hub for sports businesses.

Setting up a business in Dubai can be complex, but A&A Associate makes it simple. We provide expert guidance on company registration, legal compliance, financial services, and ongoing business support.

To start your business journey with A&A Associate, call us at +971 50 483 6190 or email us at info@aaconsultancy.ae.