Empowering Champions

Introduction

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Athletes in the Middle East and North Africa (MENA) region compete at the highest levels globally, yet many fail to capitalise on  lucrative personal branding opportunities beyond their salaries. The MENA region is deeply passionate about sports, with athletes competing at the highest levels. Despite these achievements, only a few realise their full potential for international fame and substantial wealth.

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Research indicates that athletes who develop strong personal brands are better positioned to secure higher wages and transfer fees (Parmentier & Fischer, 2012). Additionally, a compelling personal brand helps athletes attract sponsorship and endorsement deals that supplement their salaries, as well as create opportunities post-retirement (Hasaan et al., 2018, 2019).

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In this piece, we outline the financial potential of sponsorship for athletes. When we compare this potential to the situation in the MENA region, a clear shortfall becomes evident. We suspect that MENA athletes struggle to maximise sponsorship opportunities for two main reasons:

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• A culture of building a personal brand is not firmly established.
• Professional representation has not been widely adopted.

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By emphasizing the importance of personal branding and professional representation, we highlight the growing sponsorship prospects for MENA athletes. As the region experiences a ‘sports surge,’ current players have a unique opportunity to ride this wave toward global recognition and financial freedom.

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The Financial Potential for Athletes of Sponsorship

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Sponsorship has long been a cornerstone of sports marketing, offering athletes a lucrative pathway to monetise their talent, elevate their personal brand, and secure financial stability beyond their competitive years.

In 2022, the global sports sponsorship market was valued at $97.35 billion (Gough, 2024), with athletes benefitting from a mix of endorsement deals, social media promotions, and personal branding initiatives.

While the average earnings split for male athletes is approximately 63% salary and 37% sponsorships, top earners such as LeBron James and Tiger Woods derive more than 60% of their total compensation from sponsorships and endorsements (Knight et al., 2022).

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The MENA Sports Gap

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Despite these global opportunities, sponsorship dynamics differ considerably across regions. In the MENA, athletes face unique challenges and opportunities compared to their international counterparts.

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According to Nielsen (2021), less than 10% of MENA athletes actively pursue sponsorship and personal branding opportunities, compared to 65% of athletes globally. Their study also indicates that MENA athletes collectively secure less than 5% of the region’s $4 billion sports sponsorship market, and on average, MENA athletes earn 30% less than their peers in Europe and North America (Nielsen, 2021).

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This stark disparity underscores the untapped potential within the MENA region, where a strategic focus on sponsorships and personal branding could dramatically elevate both recognition and earnings for MENA athletes.

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Personal Branding:

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MENA Athletes’ Missed Opportunity

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A significant factor contributing to lower sponsorship earnings in the MENA region is the lack of emphasis on personal branding. Unlike their global counterparts, many athletes in this region tend to focus almost exclusively on performance, often overlooking the business and marketing dimensions of their careers. In contrast, athletes in more evolved, media-driven sports ecosystems are encouraged to develop and promote their personal brands from a young age.

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For instance, in the United States, young athletes often find themselves in the media spotlight well before they turn professional. Modern sports fans and media outlets continually search for the next rising star, creating both pressure and opportunity for emerging talent to build their brand early.

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As a result, aspiring athletes who show promise regularly consider personal branding while their careers are still in their formative stages, ensuring they are well-positioned to capitalize on future opportunities (SPRTER, 2020).

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Case Study: LaMelo Ball

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LaMelo Ball, at just 23, recognised early on how the NCAA’s rules might limit his ability to capitalise on branding opportunities. To avoid these constraints, he moved to Australia to play professionally for the Illawarra Hawks. This decision not only enabled him to earn a salary as a professional athlete, but it also opened the door to lucrative sponsorship deals, including a reported $100 million partnership with Puma (SPRTR, 2020).

LaMelo’s foresight at such a young age is not yet commonplace among many rising or established athletes in the MENA region. As the sports ecosystem continues to evolve in the MENA region, athletes must recognise the importance of cultivating a strong personal brand to secure their future success.

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Lack of Support Infrastructure:

A Barrier to Success  

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In many cases, MENA athletes must navigate complex commercial landscapes on their own, often resulting in suboptimal deals.

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Unlike Europe or North America—where sports management is a well-established industry—the MENA region has comparatively fewer agencies specializing in athlete representation (Grix & Carmichael, 2012). This leaves athletes to conduct contract negotiations without professional guidance, undermining their earning potential and brand growth.

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A comparison with the United States, widely regarded as one of the world’s most evolved sports ecosystems, highlights this disparity.

In the United States, young athletes showing potential are often encouraged to hire professionals well before their careers fully take off. Sports agents assist with legal issues, tax considerations, and other business dealings, while many schools even provide basic training on sponsorship law and business practices (Coello, 2024).

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This comprehensive support infrastructure empowers American athletes to maximise their market value from an early age—an advantage most MENA athletes do not currently enjoy.

The fact that 70% of athletes in the MENA region lack professional representation, significantly contributes to the pay disparity between MENA athletes and their global counterparts (Nielsen, 2021).

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‍Unlocking the Potential:

The Rising Sports Market in the MENA Region

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Several key regional trends are fueling this momentum:

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Rapid Industry Growth: The Middle East is positioning itself as a hub for sports and entertainment, attracting attention and investment from around the globe.

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Government Investment: Regional governments are actively diversifying their economies, channeling resources into sports infrastructure and initiatives.

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World-Class Facilities: From state-of-the-art arenas to modern training centers, the MENA region boasts exceptional venues for both local and international events.

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Busy Sporting Calendar: Frequent global competitions and marquee events draw top athletes and fans, further cementing the region’s status on the world stage.

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Elite Athlete Attraction: High-profile sports figures increasingly choose to train, compete, and transition into new roles within MENA.

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Esports on the Rise: The competitive gaming sector is growing at a remarkable pace, creating new engagement opportunities for brands and athletes alike.

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Increasing Women’s Participation: More women across the region are entering the sports arena, reshaping cultural perceptions and expanding market potential.

The MENA region holds immense, yet largely untapped, opportunities for athletes and brands eager to leverage a thriving sports market. Driven by a rapidly expanding middle class, increasing interest in a variety of sports, and transformative economic initiatives, the sector is primed for a surge in sponsorships, endorsements, and partnerships.

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According to the World Economic Forum, the Middle East’s sports industry is projected to grow 8.7% by 2026, compared to a global growth rate of just 3.3% in the same period.

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Channels for Athletes to Profit from Sponsorship

Sponsorship opportunities in the MENA region are on the rise, fuelled by the growing popularity of sports and the influence of social media. Athletes such as Mohamed Salah and Achraf Hakimi have showcased how global success can translate into lucrative deals with major brands like Vodafone, Adidas, and Pepsi.

This trend is poised to continue as the MENA region rapidly emerges as a prime market for sports business—offering significant prospects in merchandise, sponsorship, and related sectors. Major global brands are broadening their reach through diverse product lines and distribution channels, aligning with the region’s surging demand for sports-focused products and experiences.

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From a fan perspective, athletes often create deeper personal connections than leagues, teams, or venues can. In fact, 26% of avid sports fans on social media see athletes as key brand and sponsor channels (Nielsen, 2022).

This is further reinforced by the fact that 81% of fans completely or somewhat trust brand sponsorships at sporting events, highlighting the strong impact of athlete-driven endorsements.

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Brand Partnership Appeal

Percentage of fans who believe the following options are a great way for brands and sponsors to connect with them personally:

A 10% rise in brand-funded influencer posts in 2022 highlights growing consumer trust in strong personal identities and high ROI for advertisers (Nielsen, 2022). With 75% of marketers planning to increase paid social media spending (Nielsen, 2022), MENA athletes who build strong personal brands and strategic partnerships can capitalise on this expanding market.

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Opportunities to Leverage MENA’s Sports Boom

The MENA region is rapidly emerging as a prime market for sports business, offering sizeable opportunities in merchandise, sponsorship, and adjacent sectors. Major global brands are increasingly expanding their reach through diverse product lines and distribution channels, reflecting the region’s surging demand for all things sports.

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Sports Sponsorship

Globally, the sports sponsorship market is valued at USD 58.64 billion. Within that, the MENA region commands around 2%—approximately USD 1.17 billion in 2024—and is poised to grow at a CAGR of 7.7% from 2024 to 2031. In the GCC alone, sports sponsorship is expected to reach USD 501.9 million in 2024 and grow at 8.5% annually

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‍Sports Medicine

With revenue of USD 0.33 billion in 2023, the regional sports medicine market is anticipated to expand at a CAGR of 8.4% from 2024 to 2032, potentially hitting USD 0.58 billion by 2030. This surge is propelled by rising awareness of athlete well-being and an expanding network of state-of-the-art medical facilities (Horizon Grand View Research, 2023).

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Sports Drinks

The sports drinks segment is also on the upswing, with market size projected at USD 70.53 million in 2025 and expected to climb to USD 88.38 million by 2030—growing at a CAGR of 4.62% (Mordor Intelligence, 2024). Sponsorship can drive a 10% lift in purchase intent (Nielsen, 2022), highlighting its impact on consumer behavior. These trends underscore a vibrant, fast-evolving landscape in which athletes, investors, and brands can all find exciting new avenues for growth. By capitalizing on the region’s expanding consumer base, strong government support, and world-class infrastructure, the MENA sports scene is poised for sustained success in the years to come.

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Concluding Thoughts

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Athlete representation in the MENA region remains a largely untapped marketing opportunity with immense potential. However, cultural and structural challenges continue to limit athletes' ability to fully capitalize on their marketability.

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To unlock these opportunities, athletes must be encouraged from the early stages of their careers to recognize the value of personal branding, explore business ventures, and seek professional representation.

By addressing these gaps in branding and representation, MENA athletes can unlock new revenue streams, elevate their market presence, and secure lasting legacies in the sports industry.

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