Big 2025

From the field to the market: sport, a catalyst for change in the MENA region

Sep 23, 2025 — 12:15 pm CEST - 12:35 PM CEST

LE GLOBE

INTERNATIONAL
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From the field to the market: sport, a catalyst for change in the MENA region

Description

The sports industry is experiencing spectacular growth in the MENA region, driven by the organization of major events such as AFCON 2025, the 2030 and 2034 FIFA World Cups in Morocco and Saudi Arabia, and Formula 1 Grand Prix races. These events enhance the region’s international visibility and act as catalysts for economic, social, and urban transformation while fostering the emergence of an intergenerational sports culture. This dynamic also opens concrete opportunities for French companies of all sizes in sectors such as event management, infrastructure, digital technology, training, and sports marketing. This panel will explore the challenges of visibility, development, and export opportunities that this sports-driven momentum brings to the Arab world.

Resume

Le sport est un catalyseur de croissance dans la région MENA, avec des événements majeurs comme la Coupe d'Afrique des Nations et la Coupe du Monde prévus. Les leçons des JO de Paris 2024 soulignent l'importance de l'engagement à long terme et du bénéfice pour les populations locales. Les entreprises s'adaptent aux marchés locaux, comme illustré par l'expérience au Qatar. Au Maroc, l'accent est mis sur l'adaptation culturelle et la co-création avec des acteurs locaux pour des événements sportifs. Les opportunités pour les entreprises françaises dans la région MENA nécessitent une approche collaborative avec des acteurs de toutes tailles. Ce résumé a été généré par une IA.
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  • Bring your own headphones for some conferences.
  • Bring your water bottle, as water points will be available at the event.
  • Printing your access badge is not mandatory to access the event. You will be asked to present the QR code at the entrance to the event and the different conference rooms.
  • Access to the event is strictly reserved for accredited individuals. Each participant must present their individual badge. In order to verify identity, proof of identity (card or digital copy) may be requested at the entrance.

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