Strong interest among younger fans and innovative, new investment vehicles are spurring growth in sports in the Middle East, according to new analysis from Altman Solon’s Global Sports Survey.

Interest in sports has jumped among 16-24-year-olds, from 27 per cent in 2021 to 36 per cent in 2024, and now Generation Z Middle Eastern sports fans have higher interest than their peers in the US and Europe.

“Younger fan interest is changing across the world with Gen Zers less inclined to watching live sports relative to their older generations” said Altman Solon Partner David Dellea. “Younger Middle Eastern sports fans are one of the few global demographics bucking that trend, which is great news for investors in local sports leagues as well as top international sports properties. This new generation of Middle Eastern sports fans is highly passionate, representing a unique opportunity for sustainable value creation in the region.”

Dellea also noted that recent domestic investment has already bolstered engagement in local sports, particularly in Saudi Arabia. New, innovative investment vehicles with increasingly diverse stakeholders — including royal affiliations, sovereign funds, and state corporations — have invested in international clubs and leagues, as well as hosting major events and developing domestic sports ecosystems.

Middle Eastern sports fans show the most interest in European sports leagues but those who follow Middle Eastern domestic leagues are more likely to watch live televised games than those who follow European leagues. Fans of local sports leagues also have similar interest levels in US leagues but watch local games at much higher rates than US ones. The most popular football clubs for Middle Eastern fans are Liverpool and Real Madrid.

Altman Solon’s Global Sports Survey polled 220 senior sports executives globally, including rights owners, media distributors, and investors, and ~3,000 consumers interested in sports in five countries: US, UK, Germany, Saudi Arabia, and China.

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Tags: Altman Solon, Liverpool, middle east, real madrid, sports