Ecosytems Elevates the Game! ... Also in Sports !

BATTLE REPORT: THE DUBAI CAMPAIGN - OPERATION LEVEL UP 2025

Alejandro Canonero at Level Up Dubai

EXECUTIVE SUMMARY: THE INNOVATION IMPERATIVE

SITUATION ANALYSIS:

The LEVEL UP Summit confirmed Dubai's status as a desired operating base for a global sports economy projected to reach $118 billion in the coming decade. The theater of operations has fundamentally shifted. The era of passive legacy sports consumption is closed. We have entered a new phase defined by hyper-personalized engagement, frictionless digital-physical integration, and the aggressive deployment of artificial intelligence.

This debrief synthesizes intelligence gathered from global industry leaders, validated by Alejandro Canonero's operational experience from the AdTech trenches, to outline the critical threat vectors and necessary strategic pivots for survival in 2030.

CRITICAL INTELLIGENCE FINDINGS

• The Artificial Intelligence Utility Layer: AI has transitioned from a theoretical "buzzword" to essential battlefield infrastructure. Generative AI is democratizing content creation at near-zero marginal cost (Sportradar), while computer vision is democratizing elite-grade analytics using commodity hardware like iPhones (Genius Sports "Dragon" System). These are no longer differentiators; they are baseline requirements for competing.

  
  

• The Geopolitical Center of Gravity: Power is shifting East. The GCC offers a unique "Proof of Concept" environment characterized by regulatory agility and immense infrastructure investment. Simultaneously, the Asian market presents a 4-billion-person demographic increasingly focused on wellness and digital goods, requiring Western IPs to adapt their monetization strategies.

  
  

• The "Unknown Fan" Threat Vector: Despite technological advancements, the report identified a critical failure in the ecosystem: the inability to monetize raw data and truly own the fan relationship. Organizations are heavily reliant on "vanity metrics" from third-party social media platforms, leaving them vulnerable to platform disruption and unable to execute personalized engagement at scale.

TACTICAL VALIDATION: THE ADTECH WARNING

This report includes my own expert testimony based on my experience as Global VicePresident of Ecosystems at Criteo (NASDAQ: CRTO) during the AdTech industry's "cookie collapse." This serves as a critical historical parallel and warning for the sports sector. The systemic dismantling of third-party tracking by major browsers proved that reliance on rented data and external identifiers is a fatal strategic flaw.

The sports industry is currently facing its own version of this collapse. The Criteo protocol validates that the only viable defense is the immediate construction of owned First-Party Data Networks and an "Identity Spine."

STRATEGIC MANDATE

To secure victory in the 2030 landscape, all units must execute the following directives:

1. Build the Identity Spine: Cease reliance on third-party data. Anchor all strategies in direct, consent-based relationships with fans through unified logins, biometrics (Fortress GB), and owned digital platforms.

2. Deploy Frictionless Infrastructure: Eliminate friction in the physical venue through unified digital identifiers that link ticketing, payments, and loyalty into a single "Golden Record."

3. Embrace the Pivot: The investment landscape favors resilience over rigid business plans. The most successful innovations, from venture capital theses to hardware development, are rooted in adaptability.

COMMANDER’S INTENT:

The sports industry is no longer about the game on the field; it is about the data stream in the cloud. Innovate, integrate, or become irrelevant.

1. MISSION BRIEFING: THE NEW THEATER OF OPERATIONS

The fog of war has lifted over Dubai Harbour. The inaugural LEVEL UP Sports Tech Summit was not merely a trade exercise. It was a calculated geopolitical maneuver aimed at establishing Dubai as the primary forward operating base for the global sports economy. Intelligence estimations say this sector will surge from $18 billion to $118 billion in the coming decade.

The Strategic Reality: .

We are witnessing a convergence of forces. Historic legacy units, exemplified by the Adi Dassler family, are integrating with frontier weapon systems like Generative AI, computer vision, and biometric authentication.

The battlefield has shifted from passive consumption to hyper-personalized, data-driven engagement. In this new era, to get more Revenue and Customer delight: the Fan experience is the territory to be conquered, by leveraging the most prized Asset; the Athlete, but consumed is a digitized asset managed through advanced biomarkers and predictive algorithms, monetizing to the maximum possible.

1.1 The Macro-Economic Terrain

Dubai's selection as the command center is strategic. The emirate’s sports sector already contributes approximately $2.5 billion annually to its economy. But the vision is broader. This is about becoming the primary laboratory for the technologies that will define the next half-century of competition.

The Gulf Cooperation Council (GCC) is executing a massive pivot away from oil dependency toward diversified knowledge economies. Sports technology sits at the intersection of tourism, health, entertainment, and data. These are the key pillars of national visions like the UAE’s Vision 2071. Intelligence gathered from the summit indicates the region offers a unique "Proof of Concept" (POC) environment. Unlike the saturated and highly regulated Western fronts, the GCC offers regulatory agility and infrastructure investment that allows startups to scale rapidly.

1.2 The Innovation Ecosystem

The ecosystem is maturing. Heavyweights like Microsoft and TIK TOK are providing the logistical support. The presence of accelerators such as Plug and Play indicates that the infrastructure for innovation is moving from theory to tangible support mechanisms. The "Innovation Arena" highlighted a critical transition. The region is no longer just a net importer of sports IP. It is becoming an exporter of sports technology solutions. They are not just hosting the games. They are building the engines that power them.

1.3 Verified Digital Impact Assessment

Intercepted data streams confirm high-velocity engagement across digital fronts. 

• Viral Lethality: 

  Reports from Sponix Tech indicate that immersive content generated during an event with specifically the "Player Point of View" replays for the UAE Pro League achieved 110,000 views in just three days on social platforms like X (formerly Twitter). This stands in stark contrast to the standard 5,000 to 6,000 views for traditional content, proving a 20x increase in engagement efficiency through new tech adoption.

  
  

• Network Density: 

  The event facilitated a high-density networking environment, with verified participation from several startups and prominent family offices via Lead VC, creating a "target-rich" environment for deal flow rather than mere footfall.

2. INTELLIGENCE WARFARE: AI AS THE NEW ARTILLERY

If data is the ammunition, Artificial Intelligence is the precision guidance system. The overarching theme of LEVEL UP 2025 was the transition of AI from a buzzword to a fundamental utility layer across the entire sports value chain.

2.1 Sportradar and the Generative AI Offensive

Nicolò D'Ercole, VP for Technology and AI at Sportradar, delivered a critical situation report titled "AI Powered Sports Economy." Sportradar’s positioning allows for a comprehensive view of AI’s tactical utility.

• 2.1.1 Democratization of Content Creation: 

  One of the most disruptive capabilities is the use of Generative AI for multimodal content creation. Sportradar demonstrated the ability to generate content at scale. This includes narratives, podcasts, and digitized video avatars at near-zero marginal cost. This allows rights holders to target hyper-specific personas and languages that were previously economically unviable.

  
  

  • Tactical Application: Generating a localized, AI-narrated highlight reel for a niche audience is now an automated process. This allows for the "long tail" of fandom to be monetized effectively. If a fan in a remote sector follows a mid-tier club, AI generates a localized summary instantly. This creates engagement where none existed before.

    
    

• 2.1.2 Audio Advertising and Marketing Efficiency: 

  Sportradar announced the launch of a Generative AI audio advertising feature. This tool leverages live data to automate the creation of personalized, real-time audio adverts. By integrating real-time odds and event updates into dynamic audio streams, operators can scale their reach into podcasts and internet radio with unprecedented speed. The mechanism is sophisticated. The AI analyzes live match data and instantly generates an audio script. It synthesizes a voiceover and inserts an ad into a podcast stream that references the goal within seconds. This immediacy drives purchase intent significantly higher than generic creative.

  
  

• 2.1.3 Foundation Models in Scouting: The most profound technical insight was the application of "Foundation Models" to biological and positional data. By training models on billions of data points regarding body positioning and gravity, AI can now predict player performance with startling accuracy.

  • Case Study: Jaap Stam was historically traded due to misleading tackle statistics. AI can now identify "positioning" as a superior metric to "tackling." A defender who positions himself perfectly rarely needs to tackle. Traditional stats punish this efficiency. AI foundation models recognize the spatial intelligence involved. This fundamentally alters scouting paradigms. We are moving from event-based metrics to physics-based metrics.

    
    

2.2 Genius Sports and the "Dragon" System

While Sportradar focused on generative capabilities, Genius Sports revolutionized the capture mechanism. The summit highlighted their "Dragon" system. This semi-automated offside technology represents a massive leap forward in optical tracking.

• 2.2.1 Technical Specifications: 

  The Dragon system departs from traditional expensive setups by utilizing a network of iPhones. This choice of commodity hardware is a disruptive masterstroke.

Feature	Specification	Strategic Implication
Hardware Core	28+ iPhone cameras (iPhone 14/15 Pro)	Drastic reduction in hardware costs. High scalability for lower leagues.
Tracking Fidelity	7,000 - 10,000 data points per player	Moves from "skeletal" tracking to "mesh" tracking. Captures body volume and muscle movement.
Frame Rate	Up to 200 frames per second (fps)	Standard broadcast is 50fps. Dragon eliminates the "temporal gap" between frames.
AI Architecture	Object Semantic Mesh	The system understands "context". It knows a hand from a foot and handles occlusion via predictive modeling.

• 2.2.2 The Move to Mesh Tracking: 

  Legacy systems track 30-50 "skeletal" points. Genius Sports’ Dragon system tracks the entire surface mesh of the athlete. This allows for the creation of a "digital twin" of the game in real-time. Broadcasters can now render the game from any angle. The system has a full volumetric understanding of the scene.

  
  

• 2.2.3 Strategic Implications: 

  The use of iPhones aligns with the "leveling up" theme. The low cost of the capture units means this technology can cascade down to lower leagues. It democratizes elite-grade analytics.

2.3 Sponix Tech: The Software-Defined Future

Completing the AI triumvirate was Sponix Tech. Their value proposition lies in purely software-based solutions that require no hardware installation in venues.

• Immersive Replay (SPov): 

  Using AI and computer vision, Sponix generates "Point-of-View" videos from the perspective of players using only the broadcast feed. This creates highly engaging content without physical rigs.

  
  

• Virtual Advertising (SPboard):

  Their technology allows for the digital replacement of perimeter board advertisements. This enables rights holders to sell the same advertising inventory multiple times across different regional feeds. A match watched in Dubai shows Emirates Airlines ads. The same match watched in Beijing shows WeChat ads. All processed in the cloud.

3. SUPPLY LINES: THE NEW INVESTMENT PARADIGM

Capital is abundant. "Smart capital" is scarce. The summit underscored the maturation of sports tech as an asset class.

3.1 The Adi Dassler Legacy

A narrative highlight was the fireside chat featuring Horst Bente and Christoph Sonnen. Their discussion provided a historical bedrock for modern investment theses.

• 3.1.1 The Thunderstorm Epiphany: 

  The genesis of Lead VC is rooted in a serendipitous moment. Christoph Sonnen recounted a story where he and Horst Bente met while taking cover under a tree during a violent thunderstorm on a golf course in the Bahamas. A massive lightning strike hit near them. This shared "near-death" experience sparked a conversation about legacy and the future of sport. They realized that if Adi Dassler were alive today, he would not just be making shoes. He would be investing in startups.

  
  

• 3.1.2 Investment Philosophy: "Lead, Don't Copy":

  The Dassler family spent 25 years after selling Adidas determining how to honor the legacy. The result was Lead VC. Their philosophy mimics the resilience of athletes. Founders must be adaptable. Sonnen noted that nearly all their successful portfolio companies had pivoted significantly from their original business plans. The value Lead VC brings is the connectivity of 40 prominent family shareholders.

3.2 Venture Capital Trends

The panel "Investing to Win" provided granular insights into what VCs are seeking.

• Non-Consensus Ideas: 

  Deepen Parikh of Courtside Ventures argued that the best returns come from ideas that initially look "crazy." He cited The Athletic as an example. It challenged the prevailing orthodoxy that "content is free."

  
  

• The Private Equity Shift: 

  Samir Ceric highlighted the influx of Private Equity and Sovereign Wealth Funds. These entities are treating sports teams as data-rich media companies. The convergence of Fintech and Sports is a major trend.

  
  

• The "Pivot" Necessity:

  A recurring theme was the necessity of the "pivot." Christoph Sonnen noted that most successful companies in their portfolio had fundamentally altered their business models. The implication is clear. Fall in love with the problem. Not your solution.

4. PSYCHOLOGICAL WARFARE: THE BATTLE FOR THE FAN

The era of the "passive fan" is over. The new era belongs to the "active participant" who demands agency and ownership.

4.1 The "Fan is King" Philosophy

Sessions on fan engagement reiterated that the modern fan demands hyper-personalization. The "official team app" is the critical tool for owning the direct-to-consumer relationship. Relying solely on third-party social media platforms is a strategic error. It fails to capture "first-party data."

4.2 Web3 and Digital Communities

Rebecca Allen and other panelists discussed the transition from building audiences to building communities. Web3 allows for the creation of branded digital platforms where fans can own assets. This 365-day engagement model moves revenue generation beyond the match-day window. It turns fans into stakeholders.

4.3 3D Digital Venue: Virtualizing the Experience

Francis Casado of 3D Digital Venue detailed how digital twin technology is revolutionizing sales.

• Pre-Selling Inventory: Clubs can now pre-sell high-value inventory years before a stadium is constructed by offering photorealistic VR views. This reduces financial risk.

• The Integrated Journey: By integrating with APIs, the virtual venue becomes a unified sales platform. A fan can buy a seat and order their jersey in the same transaction flow.

5. SMART VENUES: THE FRICTIONLESS FUTURE

The physical infrastructure of sport is undergoing a digital overhaul. The goal is to remove friction.

5.1 Fortress GB: The One-ID Revolution

A vision of the seamless venue experience was presented where technology utilizes a single "Digital Identifier" to link ticketing, payments, and loyalty.

• 5.1.1 Biometrics and Payments: 

  The move to biometric access is accelerating. In regions like Brazil, Fortress is deploying facial recognition for stadium entry. This "face as ticket" model enhances security and speed of ingress.

  
  

• 5.1.2 The Connected Ecosystem:

  By linking all transaction points to a single identity, venues can achieve "hyper-personalization." A fan entering the stadium can receive real-time offers based on their purchase history.

  
  

• 5.1.3 Data Capture Case Study: The Montreal Canadiens case study illustrated the power of this system. By implementing this unified identity system, the club captured data on 82% of their global fan base attending events. This transforms anonymous attendees into known profiles.

6. PERFORMANCE TECHNOLOGY: THE ATHLETE AS A PLATFORM

Athlete performance remains the core product. LEVEL UP 2025 highlighted technologies pushing human limits.

6.1 Point Fit: Non-Invasive Biomarker Tracking

Point Fit represents a breakthrough in sweat sensing. Traditionally, measuring lactate levels required invasive blood draws.

• 6.1.1 The Tech Stack: 

  Point Fit utilize a patented ultra-high molecular weight polyethylene (UHMWPE) nanomembrane sensor. This sensor monitors sweat biomarkers like lactate, cortisol, and glucose in real-time.

  • Mechanism: The sensor creates a micro-environment on the skin that allows for the collection of sweat even at low perspiration rates.

  • Application: This allows coaches to track "lactate threshold" in real-time without stopping the athlete.

  
  

• 6.1.2 The "Asian Advantage": Kenny Oktavius highlighted a critical geopolitical advantage for hardware startups in Asia. The speed of iteration. They can design, prototype, and manufacture a new Printed Circuit Board (PCB) in one week. This "hardware agility" is a key differentiator.

7. THE EASTERN FRONT: REGIONAL DYNAMICS

The center of gravity is shifting East.

7.1 The Asia Playbook

Experts like Jean-Baptiste Roy emphasized that Asia is a booming consumer market with 4 billion people.

• Wellness vs Competition: The primary driver in the Asian market is "Wellness and Longevity."

  
  

• Monetization Strategy: International IPs must adapt. Brands must be willing to pay for distribution to reach audiences and then monetize through merchandise and digital goods.

  
  

• Trust Gap: Asian brands must bridge the gap between product quality and brand perception.

  
  

7.2 The Padel Phenomenon

The panel dedicated to Padel illustrated divergent growth paths.

• GCC Maturity: In the UAE, Padel has moved past the "hype" phase into a mature sport.

  
  

• US "Pregnancy": A Speaker described the US market as being in a "pregnancy" stage. The regulatory hurdles in the US act as a "moat" that protects early movers. The strategy for the US is a "land grab" for infrastructure.

8. SPONSORSHIP EVOLUTION: THE EMIRATES STRATEGY

Boutros Boutros of Emirates provided a masterclass in high-level sports marketing.

8.1 The ROI of Exclusivity

Emirates’ strategy focuses on dominating the "Top Six Sports" globally. Their internal KPI for ROI is a strict 10 to 1 coverage-to-cost ratio. They prioritize exclusivity. Boutros noted that this exclusivity is the "beauty" of sports sponsorship.

8.2 The Hybrid Model

Emirates employs a hybrid operational model. They maintain a massive 400-person in-house team to control the brand narrative. However, for specialized execution they outsource to experts.

9. MEDIA OPERATIONS: REDEFINING THE VIEW

The way fans consume sports is changing.

9.1 Sponix Tech and the "Dirty Feed"

Mohammed Ali Abbaspour discussed handling "dirty feeds." Their AI can clean these feeds in the cloud and overlay new specific virtual advertising.

9.2 Vertical Viewing

TVision/Quidich highlighted the "Quick Flip" solution. This technology automatically crops a 16:9 landscape broadcast into a 9:16 vertical format for mobile viewing. This caters to younger fans who consume sport almost exclusively on mobile devices.

10. SITUATION REPORT: TACTICAL CHALLENGES & PAIN POINTS

Intercepted communications from the summit have revealed critical friction points across the ecosystem. We have clustered these vulnerabilities by sector to better direct our strategic fire.

10.1 Sector 1: The Digital Front (Data & Tech Infrastructure)

The technology layer is fragmented and underutilized.

• Data Monetization Failure: The ability to turn raw data into revenue remains elusive. Reports indicate this "was a hot topic" over a decade ago and "hasn't been solved yet."

  
  

• Differentiation in an AI-Default World: AI has become a commodity. It is now a "default technology." The new challenge for startups is achieving "differentiation against major players" to avoid a race to the bottom on price.

  
  

• The Fragmentation Trap: Clubs are overwhelmed. They face the "Build it? Partner? or Buy it?" dilemma. The consensus is to outsource and focus on the core media rights business due to tech fragmentation.

10.2 Sector 2: Psychological Warfare (Fan Engagement)

The battle for the fan's mind is being lost due to shallow intelligence.

• The Unknown Fan: 

  Organizations rely on vanity metrics. Leaders admitted, "we need to attract the fans, but also we need to know them better." We must stop focusing on social media followers and start building communities to own "first-party data."

  
  

• The Gen Alpha Threat:

  Traditional models are obsolete for the next generation. The core challenge is "access to new generations (Gen Alpha), whose changing habits threaten the financial sustainability of traditional sports business models."

10.3 Sector 3: The War Chest (Economic Sustainment & ROI)

Financial models are fragile and dependent on external supply lines.

• Unsustainable Business Models: Top-level European football is financially precarious. Budgets are "not financially sustainable in the long term" with "billions of euro pumped into European football." The model must shift to become "far more profile and fan oriented."

  
  

• Sponsorship ROI: The era of soft branding is over. Sponsors demand hard targets. The biggest shift is the ability "to measure ROI and justification at a much better level using data and analytics" rather than relying on small focus groups.

  
  

• Investment Gaps: Certain regions are under-supplied. The Polish ecosystem, for example, "currently lacks specialized Sports Tech investors," forcing innovation hubs to import and export solutions independently.

10.4 Sector 4: Field Operations (Founders & Market Dynamics)

The human element on the ground faces significant attrition.

• Founder Resilience: The operational tempo is high. "The most successful companies have all pivoted." Founders must operate "like professional athletes" with resilience. The mandate is to "Lead and don't copy" and to "stay true to your dream" while adapting.

  
  

• The Asian Trust Gap: Despite superior logistics, Asian firms face a perception battle. Brands must work on "improving international brand perception to match product quality" and "reducing information asymmetry" by welcoming outsiders.

10.5 TACTICAL DEEP DIVE: THE IDENTITY CRISIS & THE CRITEO PROTOCOL

EXPERT TESTIMONY ON THIRD AND FIRST PARTY DATA AS VP OF ECOSYSTEM AT CRITEO (NASDAQ: CRTO)

Based on the strategic landscape outlined in the Battle Report—specifically regarding the fragmentation of data (Sector 10.1) and the failure to own the fan relationship (Sector 10.2), the following is based on ny own operational experience from the AdTech sector, which validates the urgent need for a strategic pivot.

The "Data Monetization Failure" cited in Section 10.1 is not unique to the sports sector; it mirrors the existential crisis faced by the global AdTech industry. As VP of Ecosystem at Criteo; the first French unicorn to list on the NASDAQ. I witnessed firsthand the strategic necessity of transitioning from third-party reliance to first-party sovereignty.

The Strategic Reality

Criteo’s original combat engine was built on third-party cookies, utilizing them to execute precise retargeting through cross-site identity matching. This model generated billions in revenue but possessed a critical vulnerability: dependency on browser architecture controlled by external powers.

• The Threat Vector: Apple (2017), Firefox (2019), and the roadmap for Chrome (2024/2025) systematically dismantled the technical backbone of cross-site retargeting.

  
  

• The Consequence: Without third-party identifiers, deterministic cross-site tracking becomes impossible. This disrupts attribution, frequency management, and personalized advertising; the very tools required to solve the "Unknown Fan" problem mentioned in Sector 10.2.

The Pivot: Constructing the First-Party Network

To survive the "cookie collapse," we were forced to execute a massive strategic pivot toward Commerce Media. The core lesson for the sports industry is that winning now depends on constructing large first-party data networks where identity and consent are directly provided by the source (Retailers/Clubs) rather than inferred by intermediaries.

Reasoning Summary & Infrastructure

1. Direct Relationships: First-party data is anchored in direct consent. Browsers cannot block a direct relationship between a Club (Retailer) and a Fan (Consumer).

   
   

2. New Architecture: Moving to first-party data requires a new tech stack: Identity Graphs, Clean Rooms, and Commerce Media Networks.

   
   

3. Contextual Intelligence: As identity signals fade, machine learning based on contextual and cohort-level signals (what the user is reading/watching now) becomes the primary targeting mechanism.

   
   

Tactical Alternatives (The "Identity Alliance")

• Identity Alliances: Pooling hashed emails (HEM) or unique IDs to create interoperable graphs.

  
  

• Cohort Approaches: Utilizing Google’s Privacy Sandbox (Topics, Protected Audience) as a privacy-preserving hedge.

  
  

• Clean-Room Ecosystems: Creating environments where retailers and media owners (like Sports Rights Holders) share data insights without exposing raw PII.

Action Plan for the Sports Sector

Applying the Criteo experience to the "Level Up" objectives:

• Anchor in Consent: 

  All addressability strategies must rely on first-party consent. Secure direct integrations with logged-in environments (See Section 5.1 Fortress GB).

  
  

• Build the Identity Spine: 

  Support hashed email and server-side identity signals immediately.

  
  

• The Immediate Takeaway:

  The cookie collapse forces every player—whether AdTech or SportsTech—to build first-party, consent-based ecosystems. You cannot rent your audience from social media; you must own the identity graph.

11. DEBRIEF: THE BLUEPRINT FOR 2030

LEVEL UP Dubai 2025 has drawn the battle lines for the future.

• Invisible Tech: The best technology is disappearing. Hardware is becoming unobtrusive.

  
  

• The First-Party Mandate: As evidenced by the Criteo pivot, reliance on third-party data is a strategic liability. Ownership of the "Identity Spine" is the new oil.

  
  

• The Predictive Era: We are moving from descriptive analytics to predictive analytics.

  
  

• The Liquidity of Fandom: Fans are active participants in digital economies.

  
  

• The Geopolitical Shift: The center of gravity is shifting East. The capital and the consumer base in the GCC and Asia are creating a new pole of power.

COMMANDER'S NOTE: The sports industry is no longer just about the game. It is about the data stream, the digital identity, and the AI algorithms. The message is clear. Innovate, integrate, or become irrelevant.

Never heard Ecosystems mentioned more times than in this Conference, "Inspired by how LEVEL UP unites the global sports ecosystem reminds me of the power in real collaboration."

References

1. Argentina Partners LuLu Financial (UAE) – GCC Tour Plannedhttps://latingulf.ae/2025/07/24/argentina-world-champions-unite-with-lulu-financial-holdings-in-groundbreaking-middle-east-partnlatingulf​

   
   

2. Argentine FA Opens Dubai Office – Saudi Expansionhttps://latingulf.ae/2024/12/30/argentine-fa-opens-new-middle-east-office-in-dubai/latingulf​

   
   

3. Argentina Super Copa Finals in Abu Dhabihttps://www.arabnews.com/node/2095471/sportarabnews​

   
   

4. Dubai Launches LEVEL UP Sports Tech Expohttps://www.mediaoffice.ae/en/news/2025/august/31-08/dubai-launches-level-up-sports-tech-innovation-expomediaoffice​

   
   

5. Dubai's $5B Sports Economy Planhttps://www.financemiddleeast.com/news/dubai-aims-to-boost-sports-economy-with-5-billion-strategic-plan/financemiddleeast​

   
   

6. UAE/Saudi Sports Media Playbookhttps://www.thenationalnews.com/business/economy/2025/10/07/uae-and-saudi-arabia-writing-new-playbook-for-sports-media-say-experthenationalnews​

   
   

7. GCC Sports Tourism to $2Thttps://www.sportstourismnews.com/gcc-sports-tourism-pwc-growth-opportunities/sportstourismnews​

Speakers at LEVEL UP Sports Tech Innovation Expo 2025

MCs / Moderators

• Katie Overy – TV Presenter, Live Events MC

• Peggy Tng – Regional Lead APAC, GSIC powered by Microsoft

• Iris Córdoba Mondéjar – Managing Director, GSIC powered by Microsoft

• Sam Rogerson – Head of Growth, Deca4 Advisory

• Andreas Tsindos – CEO, MWAN Mobile

Keynote & Panel Speakers

• Boutros Maroun Boutros – EVP Corporate Communications, Emirates

• Sebastian Lancestremere – WW Strategic Partnerships Director, Microsoft

• Horst Bente – Grandson of Adi Dassler, Adi Dassler Legacy Ltd.

• Nicolò D'Ercole – EVP AI & Technology, Sportradar

• Christoph Sonnen – Co-founder, LEAD.VC

• Deepen Parikh – Partner, Courtside Ventures

• Samir Ceric – Chairman, Samir Ceric & Co

• Ramzi Farah – Managing Partner, Razor Capital

• Rohn Malhotra – Co-Founder, SportsTechX

• Federico Smanio – CEO, Wylab / WeSportUp

• Tomasz Kowalczyk – Head of Innovation Hub, PZPN

• Jean-Baptiste Roy – Founding Partner, Asia Sports Tech

• Kenny Oktavius – Co-Founder & CEO, PointFit Technology

• Rebecca Eliot (Allen) – Co-Founder, Pro Touch Africa

• Steve Nott-Macaire – VP Sales EMEA & APAC, FortressGB

• Francis Casado – Co-founder & CRO, 3D Digital Venue

• Hicham Chahine – Founder & Co-CEO, Ninjas in Pyjamas Group

• Toli Makris – CEO EX Interactive Gaming, EX Sports

• Sean Garnier – Founder, Urbanball

• Rui Lança – Executive Sporting Director, Al Ittihad Club

• Budreya Faisal – Founder & President, Banaat FC

• Saud Al Nowais – Founder, Epic Padel

• Hashem Aljamal – Founder & CEO, Cypex Group

• Ali Al Arif – Founder & CEO, WPA / Spadrec Investment