Dubai Unveils LEVEL UP Sports Tech Innovation Expo To Showcase Global Innovations In Sports Technology

Global MICE Organisation Limited (GMOLx) and the Dubai Sports Council (DSC) have unveiled LEVEL UP, a sports tech innovation expo. This event, set for 27-29 November 2025 at Dubai Harbour, aims to highlight cutting-edge technologies in various sports. The expo will attract over 10,000 participants globally, including athletes, startups, investors, and media, reinforcing Dubai's status as a global sports and entertainment hub.

The Middle East and Africa's sports tech market is on track to hit USD$3.3 billion by 2030. This growth is fuelled by increased infrastructure investments and more international sporting events. Dubai plays a central role in this expansion, with its sports industry contributing around US$2.5 billion annually to the economy. This success is driven by national strategies, a dynamic startup scene, private sector efforts, and an active fitness community.

LEVEL UP will display transformative technology applications that enhance athlete performance and revolutionise both traditional and emerging sports. Attendees can explore innovations in wearables, fan engagement, stadium security technologies, AI analytics, training solutions, esports, gaming, and media broadcasting. The expo will highlight advancements in major sports like football and Formula 1 alongside developments in swimming and extreme sports.

Eisa Sharif from the Dubai Sports Council stated: "Dubai is committed to hosting world-class sporting events and community-driven initiatives with innovation at the core. Launching LEVEL UP will provide an international platform that fosters a collaborative ecosystem to drive innovation, accelerate industry growth, and connect the full spectrum of the sports tech community."

The three-day event will feature panel discussions, keynote speeches, interactive showcases, live demos, brand activations, and celebrity meet-and-greets. LEVEL UP aims to engage the broader community through side events like padel tournaments and street football competitions involving corporate leaders and locals. An award ceremony will honour influential sports tech startups shaping global change in performance and fan experiences.

Namir Hourani of GMOLx remarked: "LEVEL UP is designed to engage everyone – from curious young minds and sports enthusiasts to corporate leaders and global innovators. Whether it's meeting with international celebrities or exploring the latest trends... LEVEL UP promises an electrifying atmosphere for all."

A Platform for Global Collaboration

In line with Dubai’s vision as a top destination for sports tourism, DSC & GMOLx invite organisations worldwide to join LEVEL UP. This premier event offers a crucial platform for industry discussions, showcasing innovations, and building connections with key decision-makers across the global sports ecosystem.

Hosting LEVEL UP provides global players access to the GCC's rapidly growing sports economy. It connects them with talent, capital opportunities across the value chain while supporting Dubai’s strategic goals in becoming a leading hub for sports innovation.

With inputs from WAM