Global MICE Organisation Limited (GMOLx), in partnership with the Dubai Sports Council (DSC), announced the launch of LEVEL UP, a sports tech innovation expo. The event is scheduled from 27-29 November 2025 at Dubai Harbour. It will showcase next-generation technologies across multiple sports.

The expo is expected to attract over 10,000 attendees, including athletes, federations, startups, investors, influencers, and media. GMOLx and DSC revealed that LEVEL UP aims to accelerate innovation in the sports tech sector, reinforcing Dubai’s position as a global sports and entertainment hub.

Hosting LEVEL UP in Dubai provides international players a strategic gateway into the GCC’s growing sports economy. The Middle East and Africa sports tech market is projected to reach USD $3.3 billion by 2030. Dubai’s sports industry contributes around US$2.5 billion annually, fueled by national strategies, private sector initiatives, and a thriving startup ecosystem.

LEVEL UP will highlight advanced infrastructure and technology applications enhancing athlete performance. Attendees will experience innovations in performance wearables, immersive fan engagement, stadium security, AI-driven analytics, esports, gaming, and media broadcasting. Major sports featured include football, Formula 1, cricket, tennis, golf, and athletics, alongside swimming, horse racing, extreme sports, and esports.

Eisa Sharif, director of Sport Events Department at DSC, said, “Launching LEVEL UP provides an international platform to foster collaboration, accelerate industry growth, and connect the full spectrum of the sports tech community.”

The three-day expo will include panel discussions, keynote speeches, live demos, brand activations, and celebrity meet-and-greets. Side events will feature sports competitions and tournaments in padel, street football, and basketball. LEVEL UP will also host an award ceremony recognizing influential sports tech startups and leaders.

Namir Hourani, Managing Director of GMOLx, added, “LEVEL UP is designed to engage everyone, from young sports enthusiasts to global innovators. The expo promises an electrifying and immersive experience, showcasing the latest trends and technologies in sports.”

DSC and GMOLx invite international and local organisations to participate. LEVEL UP offers a pivotal platform to showcase innovations, engage in critical discussions, and connect with key decision-makers in the global sports ecosystem.

Key Points:

• LEVEL UP expo in Dubai from 27-29 Nov 2025
• Showcases sports tech innovations, AI, esports, and athlete performance solutions
• Attracts 10,000+ attendees including startups, investors, and global sports leaders

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