UAE Survey – 81 Percent Engage With Sport, 15 Percent To Watch Olympics

81 percent of people in the UAE watch or play sports every week, according to a new survey by duke+mir. The leading marketing communications agency polled more than 1,000 people and found on a weekly basis 68 percent watch live sports on TV, 66 percent play sports and 37 percent watch a live sporting event in-person. Those who watch sports frequently (on TV or in-person) were statistically between 20 to 30 percent more likely to play sports.

This finding is particularly important as only 15 percent of people in the UAE intend to watch this year’s Olympic Games. This figure was well below that of the US, the most successful Olympic nation, where six out of 10 Americans plan to watch the Paris 2024 Olympic Games. The anticipated UAE viewing figure was also lower than for other summer events such as the T20 World Cup (26 percent) or UEFA Euro 2024 (23 percent).

The UAE is continuing to make positive strides to increase overall sports engagement, including the Olympics. Recently, His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and President of the National Olympic Committee, stated a commitment towards advancing the Olympic Movement and the important role of sport in UAE society.

Jonathan Ivan-Duke, Partner at duke+mir said, “Creating more opportunities to watch and engage with different sports, particularly at the grass roots level, will support the UAE’s Olympic ambitions. Live event organisers, both big and small, will play a critical role by ensuring that sporting events cater to families and engage the next generation of potential Olympians.”

The duke+mir study looked at what it takes to deliver top class sports events. They found the most important aspect for UAE residents was the provision of family fun activities and side events (56 percent), which ranked above the quality of sports fixture in terms of importance (37 percent). Food choice (23 percent) and the opportunity to win prizes via competitions and giveaways (23 percent) were also high up the list.

“Sports events are a key part of life in the UAE and it’s important for organisers to understand what drives people to attend. Beyond the quality of the sport itself, our UAE-wide poll delivered three big success factors – family activities, food and fair pricing.”

Sports is a key part of the regional economy, with PwC estimating more than $65billion has been invested into GCC sports development and Dubai Sports Council reporting that the sports sector adds more than $2.5 billion to the emirate’s economy each year, supporting 105,000 jobs.

The duke+mir team has worked across public relations, broadcast, event activations and sponsorships for global events such as the Abu Dhabi F1, Cheltenham Festival, Dubai Golf tournaments, England FA, Scotland FA and royal ceremonies. To get in touch for sports PR and event activation, email info@dukemir.com or visit dukemir.com/research to read the full report.