Dubai to Host LEVEL UP Global Sports Tech Expo 2025

Dubai has officially announced the launch of a new global event called LEVEL UP – Sports Tech Innovation Expo, which will take place from November 27 to 29, 2025, at Dubai Harbour. The expo will bring together athletes, sports federations, startups, investors, celebrities, and fans from all over the world to showcase how technology is transforming sports.

Organized by the Dubai Sports Council (DSC) in partnership with Global MICE Organisation Limited (GMOLx), LEVEL UP is expected to welcome more than 10,000 attendees. The event is designed to be more than just a technology exhibition—it will be a meeting point for the entire sports world to discuss, experience, and enjoy the future of sports.

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Why LEVEL UP is Important for Dubai

Dubai is already known for hosting some of the world’s biggest sporting events, from international cricket matches to Formula 1 races and high-level golf tournaments. Sports contribute nearly $2.5 billion each year to Dubai’s economy, and the city continues to grow as a hub for innovation and entertainment.

The sports tech market in the Middle East and Africa is booming and is projected to reach $3.3 billion by 2030. Hosting LEVEL UP gives Dubai a key role in this growth. It allows athletes, investors, and companies to connect in a city that is positioning itself as a global capital for both sports and technology.

What Visitors Can Expect

At LEVEL UP, visitors will see how technology is changing every part of sports—from how athletes train to how fans watch games. Some of the highlights include:

• Performance-enhancing wearables that help athletes track their fitness and improve their training.

• Immersive fan experiences, such as virtual reality systems that make you feel like you are inside the stadium.

• Stadium safety technologies, making sporting venues more secure for fans.

• AI-driven data analytics to help teams analyze matches and player performance.

• Rehabilitation and training innovations to help athletes recover from injuries faster.

• Esports and gaming showcases, giving a spotlight to the fast-growing world of digital sports.

• Advanced broadcasting tools that will change how fans watch and interact with live sports.

The expo will not just cover popular sports like football, cricket, tennis, Formula 1, and golf, but will also highlight emerging sports such as swimming, horse racing, extreme sports, and esports.

Voices from the Organizers

Eisa Sharif, Director of the Sports Events Department at Dubai Sports Council, said that Dubai is committed to creating events that mix world-class sports with innovation. He explained that LEVEL UP will serve as a global platform where the sports community can come together to share knowledge, explore opportunities, and connect with investors and fans.

He also mentioned that Dubai’s role as a host city gives global companies and startups the chance to access the fast-growing sports market in the GCC region, making the expo not only exciting but also full of business opportunities.

Namir Hourani, Managing Director of GMOLx, described LEVEL UP as an event designed for everyone—from young fans who love sports to professional leaders looking for big ideas. He promised that the expo would be fun, engaging, and educational, with activities ranging from panel discussions to live demonstrations and celebrity meet-and-greets.

Activities Beyond the Expo

LEVEL UP is not just about looking at technology. The organizers are planning a variety of side events that will involve the local community as well. These include:

• Padel, basketball, and street football competitions open to both professionals and local residents.

• Corporate tournaments, encouraging business leaders to get active while networking.

• Celebrity meet-and-greet sessions, giving fans a chance to connect with their sports idols.

• An award ceremony to recognize the most influential startups, athletes, and companies in the field of sports technology.

These activities are designed to make LEVEL UP a community-driven celebration, not just a business conference. Families, children, and sports enthusiasts will have plenty to enjoy.

Dubai’s Vision for the Future

The launch of LEVEL UP is also part of Dubai’s larger vision. The city wants to be recognized as a leading destination for sports, tourism, and entertainment. Hosting such a massive and innovative event reflects that goal.

Dubai has been investing heavily in modern infrastructure, smart technologies, and community health initiatives. Events like LEVEL UP combine these efforts by attracting global attention while also benefiting local residents.

Why This Matters for the World of Sports

Sports are no longer just about physical ability—they are increasingly connected to technology, data, and fan engagement. From how athletes prepare, to how matches are broadcast, to how fans cheer for their teams, technology is at the heart of it all.

LEVEL UP aims to bring together the entire sports tech ecosystem—from athletes and teams to engineers and app developers. By gathering them in one place, the expo will help push forward new ideas, partnerships, and innovations that will shape the future of global sports.

A Celebration for Everyone

Perhaps the most exciting part of LEVEL UP is that it is being designed as a celebration for all types of audiences. Whether you are a:

• Student or young fan curious about the future of sports,

• Athlete looking to improve performance with the latest gear,

• Investor or startup founder searching for opportunities, or

• Casual fan wanting to experience sports in a new way,

LEVEL UP promises to have something for everyone. The organizers have made it clear that they want the event to be inclusive, interactive, and entertaining.

Dubai’s announcement of the LEVEL UP Sports Tech Innovation Expo 2025 marks the beginning of a new chapter in the world of sports technology. The three-day event at Dubai Harbour will bring together the best minds, athletes, startups, and fans to celebrate how sports are changing through innovation.

With side events, competitions, celebrity appearances, and award ceremonies, LEVEL UP is shaping up to be much more than just a technology showcase. It is a festival of sports and innovation that will highlight Dubai’s role as a global leader in sports and entertainment.

As Dubai continues to grow as a center for international events, LEVEL UP will not only strengthen its position in the global sports economy but also inspire the next generation of athletes, fans, and innovators.

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