Scheduled from 27 to 29 November 2025 at Dubai Harbour, LEVEL UP will bring together over 10,000 attendees globally—including athletes, sports federations, startups, investors, brands, influencers, and media—to celebrate and explore next-generation sports innovations.
The expo will highlight breakthrough applications in performance-enhancing wearables, artificial intelligence–driven analytics, immersive fan engagement, stadium security systems, training and rehabilitation tech, esports, gaming, and media broadcasting solutions. Technologies cutting across established sports such as football, cricket, Formula 1, tennis, golf, and athletics will share the spotlight alongside innovations in swimming, horse racing, and extreme sports.
This event cements Dubai’s growing influence as a global stage for sporting excellence and sports branding, drawing attention to how technology is revolutionizing how sports are played, consumed, and managed.
Dubai sits at the heart of a booming sports economy valued at approximately US$2.5 billion annually, with the Middle East and Africa sports tech market projected to reach US$3.3 billion by 2030. The LEVEL UP partnership directly taps into this growth, offering an unmatched gateway for international and local players to access the region’s dynamic sports economy.
DSC’s ambitious national sports strategies, combined with Dubai’s vibrant startup ecosystem and enthusiastic health and fitness community, provide fertile ground for the expo’s transformative potential.
Eisa Sharif, Director of the Sports Events Department at Dubai Sports Council, emphasized that LEVEL UP promotes collaboration and industry acceleration: "Launching LEVEL UP will provide an international platform fostering a collaborative ecosystem across the sports tech community. It will accelerate growth and connect talent, capital, and opportunity in one of the world’s fastest-growing markets."
Namir Hourani, Managing Director of GMOLx, added, "LEVEL UP is designed to engage everyone—from young sports fans to corporate leaders and global innovators. Whether through celebrity appearances, live demos, or exploring the latest trends, the expo promises an electrifying atmosphere. Our commitment at GMOLx is to deliver world-class events that are impactful and unforgettable."
The expo will offer a rich program featuring panel discussions, keynote speeches, strategic activations, live product demos, and immersive fan experiences. Dedicated sports tournaments in padel, street football, and basketball will invite participation from corporate leaders, athletes, and local residents, reinforcing community engagement.
A prestigious awards ceremony, the LEVEL UP Awards, will celebrate the most influential startups and industry leaders who are shaping the future of sports performance and fan experience worldwide, further fueling sports marketing and brand positioning in the region.
LEVEL UP aligns with Dubai’s strategic vision to become a leading global destination for sports, entertainment, and tourism. The partnership between DSC and GMOLx serves as a gateway for international and local organizations to showcase breakthrough innovations and forge powerful connections with key decision-makers driving the next era of sports technology.
The initiative exemplifies the power of meaningful event sponsorship in sports, emphasizing synergy between technological innovation, sports branding, and commercial collaboration to deliver transformative impacts on industry and fans alike.
As LEVEL UP sets the stage for global sports innovation, Dubai’s partnership promises long-term opportunities to deepen industry ties, accelerate technology adoption, and enhance fan engagement across multiple sports disciplines.
This collaboration marks a new chapter in how sports partnerships and sponsorships can advance sports marketing initiatives, elevate brand visibility, and support the growth of a connected, tech-driven sports ecosystem in the Middle East.
Sources: Dubai Sports Council, Global MICE Organisation Limited, Gulf News, Media Office UAE, Dubai Harbour authorities, industry experts, sports tech startups, event organizers
