The MENA region is rapidly emerging as a powerhouse in global sports investment. From acquiring iconic clubs and hosting international tournaments to building world class infrastructure and launching homegrown leagues, MENA governments and investors are turning to sports as a lever for economic diversification, soft power, and youth engagement. Qatar’s landmark hosting of the 2022 World Cup, Morocco’s growing influence global sports, the UAE’s strategic investments in clubs and franchises, and Saudi Arabia’s high-profile push across football, motorsport, and golf are reshaping global perceptions and opening new markets. This session explores the strategies behind the region’s accelerating sports push, including e-sports, and wellness. It will examine the commercial opportunities, investment models, and the evolving role of sovereign wealth funds, private investors, and international partners in shaping sport across and beyond the region. The discussion will also highlight progress in grassroots development, media rights, talent pipelines, and technological innovation.