The UK's sports industry is witnessing a significant surge in demand from the Gulf region, aligning with the ongoing trade negotiations between the UK and the Gulf Cooperation Council (GCC).

Growing demand for UK sports services

British companies specializing in sports services, from gym equipment to horse racing track fencing, are experiencing booming export success in the Gulf. The demand reflects the region's efforts to promote physical activity among its populations.

This trend coincides with the UK’s progress in securing a trade agreement with the GCC, which aims to drive economic growth and support the government's "Plan for Change" to prioritize the needs of working people. If finalized, the deal could enhance UK-GCC trade by 16%, potentially adding £8.6 billion annually to bilateral trade.

Government and industry leaders highlight opportunities

Trade Policy Minister Douglas Alexander remarked: “The sports industry is a great example of British expertise – the demand we are seeing in places like the Gulf is proof of that. A trade deal with the GCC would build on our already strong trading relationship, make it easier and quicker for UK companies to export, and create exciting opportunities for UK businesses in the region”.

Saudi Arabia, for instance, aims to increase the proportion of its population exercising weekly from 13% to 40% by the decade’s end. Ernst and Young research from 2021 projected that Saudi Arabia’s sports event industry revenue would grow 8% annually, rising from £1.6 billion in 2018 to an estimated £2.6 billion in 2024.

Richard Shaw, CEO of the Sports and Play Construction Association (SAPCA), emphasized: “Many of our SAPCA members have benefitted from the wide range of opportunities presented by the booming sports market in the Gulf countries and have established great partnerships in the region.

The growing appetite and interest across the Gulf in sport – for both hosting elite, high-level competitions and increasing participation at grassroots level – will mean that SAPCA members are increasingly looking for exporting opportunities”.

Success stories: UK companies in the gulf

Pulse Fitness

Cheshire-based Pulse Fitness, founded by two brothers who built gym equipment in their garage, now exports worldwide. The company focuses on accessible gym designs, such as wheelchair-friendly equipment and tactile icons for visually impaired users.
Since 2019, Pulse Fitness has seen Gulf sales soar: in Qatar, sales tripled from $100,000 to $300,000, and in Saudi Arabia, sales increased eightfold from $50,000 to $450,000.

David Taylor, Pulse Fitness’ Global Business Development Manager, stated:

“As a company, we’ve always been very focused on helping as many people as possible enjoy the huge physical and mental health benefits of exercise. We’ve found our accessible equipment very popular in the Gulf and we’re looking forward to celebrating further success with our partners there in 2025 and beyond”.

Duralock

Oxfordshire-based fencing specialist Duralock has been expanding its distribution in the Gulf, celebrating 25 years of trading in the region. Initially focused on horse and camel racing, the company is now seeing growth in football and other sports.

CEO Jonathon McGovern noted:

“We’ve been growing our business in the Gulf for more than 25 years, and over that time, we’ve witnessed first-hand the region’s deep passion for sport. Initially, this focused on horse and camel racing and equestrian sports, but it’s exciting to see other sports, like football, now flourishing as well. Markets like the UAE, Qatar, Oman, and Saudi Arabia have immense potential for growth, and we’re eager to see what the next 25 years will bring”.

SIS Pitches

Cumberland-based SIS Pitches, known for installing sports pitches, entered the Gulf market in 2011. The company recently contributed to the world’s first fully indoor hybrid football pitch at Riyadh’s Kingdom Arena. Photo by SpLoT, Sudopeople, Wikimedia commons.