Dubai has announced the establishment of a new free zone dedicated to sports and entertainment, named the International Sports and Entertainment Zone (ISEZA). This initiative will be located within the Dubai World Trade Centre (DWTC) Free Zone and aims to facilitate licensing for various business activities related to these sectors.

ISEZA is touted as a unique industry-focused free zone cluster, the first of its kind not only in the UAE but also globally. The zone will support licensing for established sectors, including sports management and marketing, event management, talent representation, as well as media and broadcasting. It will also foster growth in emerging areas such as e-sports, AI-driven sports technology, and fan tokens.

The new free zone is expected to attract a broad range of industry players, including global brands, sports leagues, franchises, rights owners, investors, talent agencies, artists, sports and media personalities, social media influencers, and professionals from creative industries. ISEZA aims to engage international and regional sports organizations, including sports federations, associations, and leagues across both established and emerging sports.

To support its members, ISEZA will provide comprehensive corporate and legal assistance, collaborating closely with key UAE authorities, such as the UAE Ministry of Sports, Dubai Sports Council, and the UAE National Olympic Community. Khaled AlFahim, vice president of asset and investment management at Dubai World Trade Centre, emphasized that the launch of ISEZA will create a vibrant ecosystem that empowers sports and entertainment businesses, startups, and entrepreneurs.

Damir Valeev, CEO of ISEZA, noted that the initiative is designed to have a significant social impact by creating an environment conducive to hosting sports exhibitions, museums, academic programs, and community projects within the Dubai World Trade Centre and Expo areas. He added that this effort aligns with the UAE’s vision for business development that emphasizes a higher social impact, contributing to the promotion of active sports and a healthy lifestyle across the nation.

Currently, Dubai’s sports industry contributes approximately $2.5 billion annually to its economy. There are over 40 free zones across the UAE, each focusing on various industries.