Dubai has announced the establishment of a dedicated sports and entertainment free zone, marking a significant step in its efforts to become a top destination for sports and entertainment events. This new business cluster is designed to attract leading businesses from these industries to the emirate.

The free zone aims to bring in global brands, sports leagues, franchises, rights owners, investors, talent agencies, artists, media personalities, social media influencers, and professionals from creative industries. It seeks to engage with international and regional sports organizations, including federations, associations, and leagues across both established and emerging sports sectors.

The International Sports and Entertainment Free Zone Cluster (ISEZA) will also promote the growth of innovative sectors such as e-sports, AI-driven sports technology, and fan tokens. This initiative will facilitate licensing for businesses in established fields like sports management, event management, talent representation, as well as media and broadcasting.

Located in One Central, adjacent to the Museum of the Future, ISEZA is set to redefine the sports and entertainment landscape in the UAE. It will contribute to the development of sports exhibitions, museums, academic programs, and community projects at the Dubai World Trade Centre and Dubai Expo City.

Damir Valeev, the CEO of ISEZA, emphasized the project’s alignment with Dubai’s strategic vision to become a global hub for sports, entertainment, and tourism. He stated that the initiative would create a unique environment for various activities and significantly impact promoting healthy lifestyles across the country.

Valeev articulated, “Our project is aligned with Dubai’s strategic vision of being a global destination for sports, entertainment and tourism.” He added that this initiative is expected to foster active sports and encourage a healthier lifestyle throughout the UAE.