Dubai Hosts LEVEL UP Expo Highlighting Future of Sports Technology

Dubai is preparing to host LEVEL UP, a major sports technology expo that will bring together the future of sports and innovation. The event is organized by Global MICE Organisation Limited (GMOLx) in partnership with the Dubai Sports Council (DSC). It will run from November 27 to 29, 2025 at Dubai Harbour, one of the city’s most iconic locations.

The expo will welcome more than 10,000 participants from around the world. Athletes, federations, startups, investors, influencers, and media companies will come together to explore how technology is reshaping sports. With this event, Dubai continues to grow as a leading global hub for sports, technology, and entertainment.

Why Dubai Is Hosting LEVEL UP

Dubai is the right place for LEVEL UP. The Middle East and Africa sports technology market is growing quickly. Experts predict the market will reach $3.3 billion by 2030. This growth comes from strong investments in stadiums, sports infrastructure, and the rising popularity of international tournaments.

Dubai is already a big player in this industry. The city’s sports sector adds about $2.5 billion every year to the local economy. This success is supported by government strategies, a strong startup ecosystem, and a large community of health and fitness enthusiasts.

Hosting LEVEL UP gives international companies and innovators a chance to enter the GCC sports market and connect with new opportunities.

What Visitors Will See at LEVEL UP

The expo will display how technology is changing both traditional and modern sports. Exhibitors will present new solutions that improve performance, safety, and fan experiences. Some of the highlights include:

• Wearable devices that track athlete performance in real time.
• AI-powered platforms for data analysis and tactical planning.
• Immersive fan engagement tools such as VR and AR experiences.
• Smart stadium technology that improves safety and operations.
• Rehabilitation and recovery innovations for injured athletes.
• Esports and gaming solutions, tapping into a billion-dollar global market.
• Next-gen broadcasting tools that make viewing more interactive.

The expo will cover major sports like football, Formula 1, cricket, tennis, golf, and athletics. It will also feature swimming, horse racing, extreme sports, and esports, giving Dubai a chance to highlight its leadership in both traditional and digital sports.

Leaders Share Their Vision

The organizers believe that LEVEL UP will change the way people view sports technology.

Eisa Sharif, Director of the Sports Events Department at DSC, said:

“LEVEL UP will be an international platform that brings people together across the sports tech ecosystem. It will speed up growth and connect global players with talent, capital, and opportunities in one of the fastest-growing markets.”

Namir Hourani, Managing Director of GMOLx, added:

“This event is designed for everyone — from young fans to global leaders. With celebrity appearances, live demos, and new ideas, LEVEL UP will create an exciting atmosphere. At GMOLx, we want to deliver world-class events that people will always remember.”

More Than Just an Expo

LEVEL UP is not a standard exhibition. It is a complete sports experience. Visitors can expect:

• Live demonstrations where new products are tested in real time.
• Keynote speeches from global experts about the future of sports.
• Interactive activities where fans and athletes can engage directly.
• Sports tournaments in padel, street football, and basketball.

The expo will also host the LEVEL UP Awards. These awards will honor the best startups, innovators, and leaders who are shaping the future of sports performance and fan engagement.

Why Dubai Is the Perfect Host City

Dubai is already famous for organizing world-class sporting events. The city hosts the Dubai Marathon, Dubai Tennis Championships, Formula 1 Abu Dhabi Grand Prix, and international horse racing tournaments.

Its infrastructure is among the best in the world, with modern stadiums, sports cities, training facilities, and excellent hotels. Combined with its transport links and safety standards, Dubai is a natural choice for LEVEL UP.

The city’s government also supports innovation and welcomes global companies to test new ideas. This makes Dubai a strong hub for startups, investors, and federations who want to expand in the region.

The Rise of Sports Technology in the Middle East

Sports technology is one of the fastest-growing industries in the Middle East. Several factors are driving this growth:

• Governments are investing in sports infrastructure and events.
• Esports and gaming are becoming extremely popular among young people.
• Fitness and wellness awareness is increasing, pushing demand for wearables and health apps.
• Sports are linked with tourism strategies, which boosts events and travel.
• Investors see strong opportunities in local startups.

Dubai sits at the center of this movement. By hosting LEVEL UP, the city gives companies, investors, and innovators the chance to exchange ideas, form partnerships, and grow their businesses.

Building a Global Community

LEVEL UP is not only about business. It is also about building a community where athletes, startups, fans, investors, and influencers can come together.

The expo will give startups the chance to present their products and meet potential investors. Fans will get to experience live esports games and interactive activities. Corporates and leaders will be able to connect in networking sessions.

This mix makes LEVEL UP unique. It is a place where new ideas can turn into global opportunities.

Shaping the Future of Sports

LEVEL UP fits into Dubai’s wider vision of becoming a world destination for sports, entertainment, and tourism. By hosting this expo, the Dubai Sports Council and GMOLx are:

• Creating a global stage for sports innovation.
• Helping international and local organizations share knowledge.
• Encouraging new investments in sports technology.
• Strengthening Dubai’s role as a leading sports tourism hub.

The countdown has already started. From November 27 to 29, thousands of people will gather at Dubai Harbour for an event that could shape the future of sports technology for years to come.