Dubai to Host ‘LEVEL UP’: A World-Class Sports Tech Innovation Expo
Dubai is set to elevate its status as a leading global sports and entertainment hub with the launch of LEVEL UP, a premier sports tech innovation expo organized by Global MICE Organisation Limited (GMOLx) in partnership with the Dubai Sports Council (DSC). Taking place from 27-29 November, 2025 at Dubai Harbour, LEVEL UP aims to accelerate the adoption and development of next-generation technologies across multiple sports, gathering over 10,000 attendees from around the world.
The expo is designed to attract a broad spectrum of the sports tech industry, including athletes, federations, startups, investors, influencers, and media, nurturing innovation and reinforcing Dubai’s reputation for community-centric initiatives.
By hosting LEVEL UP, Dubai continues to strengthen its role as a strategic gateway to the GCC’s rapidly growing sports economy. The region’s sports tech market is expected to reach USD 3.3 billion by 2030, spurred on by extensive investment in sports infrastructure and an influx of international events. Locally, the sports industry already contributes approximately USD 2.5 billion annually to Dubai’s economy—fuelled by progressive national strategies, a vibrant startup ecosystem, private sector involvement, and an active health and fitness community.
LEVEL UP will highlight transformative technology applications and advanced infrastructure that are redefining both athlete performance and the spectator experience. Attendees will have the opportunity to interact with the latest developments in performance-enhancing wearables, immersive fan engagement tools, stadium security technologies, AI-powered analytics, training and rehabilitation solutions, esports, gaming, and media broadcasting.
The event is set to spotlight the evolution of major sports such as football, Formula 1, cricket, tennis, golf, and athletics. Breakthroughs in swimming, horse racing, extreme sports, and esports will also be showcased, further cementing Dubai’s role as a global stage for sporting excellence.
As stated by Eisa Sharif, Director of Sport Events Department at Dubai Sports Council:
“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. Hosting LEVEL UP in Dubai will also offer global players access to a high-growth regional market, connecting them to talent, capital, and opportunity across the sports tech value chain.”
The three-day event promises dynamic panel discussions, influential keynote speeches, interactive showcases, live technology demonstrations, brand activations, and opportunities for attendees to meet celebrity athletes. LEVEL UP’s commitment to broad community engagement will include side events like sports competitions and tournaments in padel, street football, and basketball—open to both corporate leaders and local residents. A prestigious awards ceremony will also recognize outstanding startups and industry leaders advancing global change in sports performance and fan engagement.
Namir Hourani, Managing Director of GMOLx, commented:
“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, exploring the latest trends and innovations, or simply enjoying an immersive experience, LEVEL UP promises an electrifying and engaging atmosphere for all. At GMOLx, we are committed to delivering world-class global events that are impactful, unique, and unforgettable. We look forward to welcoming the global sports community to LEVEL UP for what will be the world’s most entertaining sports tech innovation expo.”
Aligned with Dubai’s vision to be a leading center for sports, entertainment, and tourism, DSC and GMOLx are inviting both international and local organizations to participate in the expo. This unique platform offers a critical opportunity to join global industry conversations, display cutting-edge innovations, and build relationships with key decision-makers and pioneers shaping the future of sports technology.
Team V.4-EM-UAE
