Globant’s New Report Highlights AI’s Role in GCC Sportainment, Transforming Fan Engagement to Economic Value

AI in the global  sports market is projected to reach $19.2 billion by 2030.

AI in the GCC sports sector is projected to drive up to $8.5 billion in economic gains by 2030.

89 percent of UAE consumers actively engage with sports media, placing the UAE among the global leaders in sports enthusiasm.

Dubai, UAE 4 December 2024

Globant (NYSE: GLOB), a digitally native company focused on reinventing businesses through innovative technology solutions, has launched its new report, Move Your BUT: Sportainment Edition, which examines the growing influence of AI on sports and entertainment. With the global sports AI market projected to reach $19.2 billion by 2030, the report highlights how AI can reshape fan engagement, operational efficiencies, and overall economic impact, particularly in regions like the GCC, where investments in sports and technology are rapidly increasing.

The sports economy in the Gulf Cooperation Council (GCC) countries is undergoing rapid evolution, driven by significant investments and strategic partnerships. In recent years, GCC governments, particularly in Saudi Arabia and the UAE, have committed over $65 billion.[1] aiming to establish the region as a global sports hub for sports development. This investment trend anticipates AI-driven value generation of up to $8.5 billion for the GCC’s media and entertainment sector by 2030, highlighting the region’s readiness for technological adoption in Sportainment.

“The GCC’s young population is reshaping the way sports are experienced, with a strong demand for digital and interactive engagement,” said Federico Pienovi, Chief Business Officer & CEO for APAC & MENA at Globant. “With 77% of Gen Z and 75% [2]Millennials prefer to watch sports beyond traditional venues and are at the forefront of adopting new technologies. In a region moving so quickly, it’s not just about evolving—it’s AI or fall behind.”

AI’s Role in Fan Engagement

Artificial Intelligence (AI) is revolutionizing fan engagement in the sports industry. Personalized, AI-driven interactions have been shown to generate four to seven times more revenue than traditional methods. In the United Arab Emirates (UAE), where 89 [3]percent of consumers actively follow sports, AI-powered stadiums enhance fan experiences through real-time data and interactive content.

Barriers to AI Adoption and Practical Applications

Despite its potential, many sports organizations need help adopting AI, including data management complexities and a shortage of specialized talent. Globally, 59 percent of sports and entertainment organizations report lacking a generative AI strategy, highlighting a significant area for growth.

An example of effective AI integration is Sportian—the sports division of Globant—and LALIGA’s collaboration. Implementing AI-enabled data integration improved fan engagement and operational efficiency, leading to a 30 percent increase in mobile app usage. This case demonstrates how AI-driven, real-time content can enhance fan loyalty and optimize operations. Similar applications could benefit sports organizations across the Gulf Cooperation Council (GCC) in delivering personalized fan experiences and streamlining venue management.

“AI is changing the game in Sportainment, allowing us to move beyond traditional fan experiences to something much more personalized and engaging,” Federico Pienovi, Chief Business Officer & CEO for APAC & MENA at Globant. “The GCC, with its investment in digital infrastructure, is well-suited to adopt these AI-driven innovations that benefit fans, brands, and sports organizations alike.”

As the GCC expands its digital infrastructure and continues to invest in sports, AI is set to play a central role in driving economic gains and deepening fan engagement.  AI adoption positions the region to attract international partnerships, strengthen local sports ecosystems, and emerge as a hub for innovative sporting experiences.

Access the full Move Your BUT: Sportainment Edition report at Globant’s website for more insights.

[1] https://gulfnews.com/opinion/op-eds/how-the-mena-region-is-shaping-global-sports-1.103893536

[2] https://www.us.sogeti.com/explore/news/69-of-fans-prefer-to-watch-sports-outside-the-venue-especially-younger-generations/

[3] https://business.yougov.com/content/47082-uae-has-the-highest-proportion-of-consumers-across-the-globe-who-engage-with-sports