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The Rise of Sport Activation in the UAE

Updated: Apr 5, 2023

The end of February marks an end to our run of events in the UAE over the winter period, where the last 3 months have been our busiest yet activating in Dubai & Abu Dhabi. Nothing beats a bit of winter sun!


Recently we have been working with the DP World Tour across their schedule of UAE events:

Hero Cup – the debut!

HSBC Abu Dhabi Championships – Future Falcons Fan Zone

Hero Dubai Desert Classic – Skeeball Chipping Challenge

Ras Al Khaimah Championship – Long Putt


Whilst we had teams event hopping on the UAE circuit for the DP World Tour, we were also busy delivering one of the biggest fan zones in our history! The Abu Dhabi Equestrian Festival was a fantastic event to be part of, where we are proud of our team’s efforts in getting this event delivered to a high standard. The last 2 years has seen demand for our services almost double in the UAE. But why is that?

A Hotspot for Sporting Events

It’s no secret that the sports industry is booming in this corner of the world. As a result of the region hosting more major sporting events, sports tourism has increased significantly. It has been projected that the travel and tourism industry will contribute about 280.6 billion United Arab Emirati dirham to the UAE’s GDP by 2028. You don’t need us to tell you that these are some pretty serious numbers! Which brings us onto our next point…

The Need for Event Management

Considering the above, it is obvious that with more sporting events being held in the UAE, there will be a need for various suppliers. The UAE are renowned for it’s dedication to sport and delivering large scale sporting events to a high standard – hence why more and more sports are hosting their events in the region which is where Provision Events comes in!


As a full-service sport activation agency, we support you through every step of the event journey – from initial designs to build, live event management and breakdown. We take care of everything, allowing you to sit back, relax and enjoy the event! A recent example that reflects this is our Equestrian Fan Village we delivered earlier this year in Abu Dhabi – everything you see is a result of the hard work put in by our fantastic team. Full-service event management can be tricky to find in the UAE, which is why our services are being utilised so much!


The Importance of Sport Activation in the UAE

Sporting events are no longer just about the live action people have paid to see. Activation can be used for many purposes such as marketing campaigns to promote brand awareness or launch a new product, encourage participation and to provide a one-of-a-kind experience at the event! Connecting brands with sports fans worldwide is what we do. We have 19 years of experience in the industry, so believe us when we say we know what we are doing! Take a look at the Future Falcons Fan Zone we delivered at the HSBC Abu Dhabi Championship in January. This is a perfect example of the power sport activation can have, where our work played an active role in helping to grow golf participation across the younger generation in the UAE.


What Does the Future Look Like?

The UAE is set to become an even bigger global stage for major sporting events across the industry. Demand for sport activation will only increase, with events needing to take advantage of the opportunities presented to them. This year we have supported numerous brands and agencies through our activation services, delivering unforgettable fan experiences and showcasing brands to the world.


If you have an upcoming event in the UAE (or anywhere else in the world!) contact our international offices today and get the conversation started with our team to deliver an unforgettable fan experience.




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