AI to Transform Sports and Entertainment in the GCC: Report

Globant (NYSE: GLOB), a digitally native company known for transforming businesses through innovative technology solutions, has released its latest report, Move Your BUT: Sportainment Edition. The report explores the growing influence of Artificial Intelligence (AI) on sports and entertainment, with a focus on how AI is reshaping fan engagement, operational efficiencies, and economic impacts globally—particularly in the Gulf Cooperation Council (GCC).

The global sports AI market is expected to reach $19.2 billion by 2030, with the GCC playing a pivotal role in this growth. The region, fueled by strategic investments and partnerships, is on track to generate AI-driven value of up to $8.5 billion by 2030 in the media and entertainment sector. This surge highlights the GCC’s commitment to becoming a global sports hub, driven by investments exceeding $65 billion, primarily in Saudi Arabia and the UAE.

Federico Pienovi, Chief Business Officer & CEO for APAC & MENA at Globant, said, “The GCC’s young population is reshaping how sports are experienced, demanding digital and interactive engagement. With 77% of Gen Z and 75% of Millennials preferring to watch sports beyond traditional venues, adopting new technologies is essential for staying ahead.”

AI is revolutionizing fan engagement by offering personalized, data-driven experiences. In the UAE, where 89% of consumers follow sports, AI-powered stadiums are enhancing the fan experience with real-time data and interactive content. Personalized AI-driven interactions are proven to generate four to seven times more revenue compared to traditional methods.

Despite AI’s potential, many sports organizations face challenges in adopting AI, including data management complexities and a shortage of specialized talent. A recent report revealed that 59% of sports and entertainment organizations globally lack a generative AI strategy, presenting a significant opportunity for growth.

Pienovi added, “AI is changing the game in Sportainment, enabling us to move beyond traditional fan experiences to something far more personalized and engaging. With its strong digital infrastructure, the GCC is well-positioned to embrace these AI innovations that benefit fans, brands, and sports organizations alike.”

As the GCC continues to expand its digital infrastructure and invest in sports, AI is set to play a central role in driving economic growth and enhancing fan engagement, positioning the region as a hub for innovative sporting experiences and international partnerships.