New Cluster at the Dubai World Trade Centre Aims to Foster Growth in Traditional and Emerging Sectors, from Sports Marketing to E-Sports and AI Technologies
Dubai has unveiled an ambitious new initiative designed to foster the growth of the sports and entertainment industries: the International Sports and Entertainment Zone (ISEZA). Announced on Tuesday, the new free zone will be located within the Dubai World Trade Centre (DWTC) Free Zone and is set to become the UAE’s first and only industry-dedicated free zone for the sports and entertainment sectors.
A Pioneering Move for Dubai’s Sports and Entertainment Ecosystem
ISEZA aims to attract a diverse array of businesses, from well-established global sports leagues and franchises to emerging sectors such as e-sports, AI-driven sports technologies, and fan tokens. By providing a dedicated platform for licensing activities in sports management, event coordination, talent representation, media and broadcasting, and more, ISEZA intends to establish itself as a global hub for the rapidly growing intersection of sports and entertainment.
The free zone will support both traditional sports and entertainment sectors, as well as emerging industries that are reshaping the future of global sports culture. It will create a home for international and regional sports organisations, federations, and associations, while simultaneously opening up opportunities for creative industries, influencers, and tech innovators.
Comprehensive Support for Businesses and Startups
ISEZA will offer comprehensive corporate and legal support tailored to its members, including streamlined licensing processes and close collaborations with key UAE authorities, including the Ministry of Sports, Dubai Sports Council, and the UAE National Olympic Committee. This ecosystem of support is designed to nurture business growth, attract international investment, and support startups and entrepreneurs.
Khaled AlFahim, Vice President of Asset and Investment Management at Dubai World Trade Centre, emphasized the importance of this new initiative, stating, “The launch of ISEZA within the DWTC Free Zone will foster a dynamic ecosystem, empowering sports and entertainment businesses, startups, and entrepreneurs to thrive. Members will benefit not only from the free zone’s prime location but also from valuable networking opportunities provided by a diverse events and exhibitions calendar.”
Impacting Communities Through Sports and Entertainment
Damir Valeev, CEO of ISEZA, highlighted the social impact this project will have by promoting an active sports culture and a healthy lifestyle across the UAE. The new free zone will provide a unique environment for hosting major sports exhibitions, museums, academic programmes, and community projects—bringing a greater social and cultural impact to the region.
“Driven by the UAE’s vision of business development with a higher social impact, we believe ISEZA will contribute significantly to the promotion of active sports and a healthy lifestyle throughout the UAE,” Valeev remarked.
A Growing Sector with Global Potential
With Dubai’s sports industry contributing around $2.5 billion annually to the city’s economy, the launch of ISEZA is strategically timed to bolster the growth of this vital sector. The UAE already boasts over 40 free zones across various industries, but ISEZA stands out as the first free zone specifically dedicated to sports and entertainment.
By tapping into the vast potential of the sports and entertainment markets, both locally and internationally, ISEZA is poised to help Dubai maintain its position as a leading global destination for business and innovation in these rapidly evolving sectors.
As the UAE continues to enhance its profile as a hub for business, culture, and innovation, the establishment of ISEZA marks a bold new step in the city’s efforts to become a global leader in sports and entertainment.
