The future of sport isn’t just about what happens on the pitch. It’s about delivering personal, profitable experiences – every single day. And behind this evolution? Marketing technology is quietly reshaping the game.

FROM PRESTIGE TO PLATFORM: THE MIDDLE EAST’S SPORTING SHIFT

Sport in the Middle East is experiencing a defining transformation. From Saudi Arabia’s successful bid to host the FIFA World Cup 2034 to the spectacular growth of the Saudi Pro League, investment in sport is no longer about prestige alone – it has become a catalyst for economic diversification, cultural influence, and national ambition.

But behind the stadium lights and the influx of global stars, a quieter revolution is taking shape: the shift from one-off transactions to always-on fan monetisation. And it’s MarTech that’s powering this shift. Traditionally, sport has relied on 3 primary revenue pillars: tickets, broadcast rights, and merchandise. For decades, this model was enough to fuel clubs and leagues.

However today, it feels increasingly outdated in a world where fans expect brands to meet them everywhere – in the stadium, on their screens, and in their pockets. Audiences no longer want to be passive recipients of information; they expect real-time updates, seamless e-commerce experiences, loyalty rewards, and content that feels curated just for them. The organisations that are moving fastest are those investing in digital ecosystems designed to deliver this 365- day connection, creating a virtuous cycle in which engagement drives spending, and spending reinforces loyalty.

FOUR PILLARS OF MODERN FAN MONETISATION

At the heart of this shift is the recognition that modern fan monetisation is as much about relevance as it is about reach. The most successful strategies combine four core principles. First, hyper-personalised commerce that uses AI to recommend the right product or experience at exactly the right moment, whether it’s a jersey commemorating a record-breaking win or a timely subscription renewal.

Second, loyalty and gamification that reward fans not just for purchases but for participation, building affinity through community, recognition, and status. Third, data-powered sponsorship that replaces generic impressions with measurable impact, enabling brands to reach precisely defined segments with clear accountability.

And finally, digital-first experiences – from virtual meet-and-greets to augmented reality stadium tours – that monetise emotion and turn moments into revenue streams.

WHY THE GULF IS THE TESTBED FOR INNOVATION

Few regions present the same scale of opportunity – or the same urgency – as the Gulf. Saudi Arabia alone has committed billions to positioning itself as a global sports powerhouse. Over the next decade, landmark events like the FIFA World Cup 2034, the Asian Winter Games in

NEOM, Formula 1 in Jeddah, and the Riyadh Season, the world’s largest entertainment festival, will generate an unprecedented volume of digital engagement. To convert this attention into sustainable growth, organisations will need platforms that are not only scalable, intelligent, and fully compliant with regional data protection and cybersecurity laws. They will need to build unified fan identities that seamlessly connect every touchpoint, from ticketing to e-commerce to loyalty. And they need to embed AI and analytics into the heart of decision-making, ensuring every interaction is timely, relevant, and impactful.

This is not an abstract aspiration. It is already happening. In boardrooms across the region, sports executives are rethinking what it means to build a business model fit for the future. They are moving beyond seasonal campaigns to create always-on ecosystems that treat every fan interaction as both a moment of connection and an opportunity for monetisation.

For leaders serious about meeting this moment, the imperative is clear: break down data silos, automate engagement around culturally resonant moments, invest in personalisation that respects and rewards loyalty, and embed compliance into the foundations of every platform. The winners will be those who realise that in this new era, technology isn’t supporting the brand experience, it is the brand experience.

At its heart, sport will always be about emotion: the roar of the crowd, the pride of belonging, the stories that endure long after the final whistle. But emotion alone does not monetise at scale. The future belongs to those who combine authentic storytelling with intelligent infrastructure, delivering experiences that are personal, frictionless, and profitable, every single day. Because in this new sports economy, the most valuable asset isn’t the stadium or the superstar. It’s the ability to turn attention into action – and engagement into growth.

Yes, we’re very excited to introduce the new TOD experience—a comprehensive platform evolution that enhances how users engage with TOD across every screen. It is the biggest update since our launch 3 years ago, redefining the platform with a faster, smarter, and more personalised interface. At its core, the new TOD enhances content discovery with intuitive navigation, branded content rails, and autoplay teasers that surface fresh content. It also boosts streaming quality with higher visual fidelity,  lower bandwidth requirements, a wider 4K VOD catalogue and simplified video controls. On the technical side, we’ve introduced a streamlined side menu bar for TV, and upgraded metadata to include cast details, audio and subtitle options, and video quality indicators—so users know exactly what they’re getting, whether it’s 4K, HDR, or Full HD.

It’s a full-stack overhaul designed to make content discovery and streaming seamless.

Tell us more about the new interface and how it will benefit subscribers and viewers?

The new interface has been designed with the viewer in mind. On mobile, we’ve restructured the layout with a clear bottom bar navigation, while on TV, content-aware hero images respond dynamically to the user’s focus—so the whole experience feels alive and responsive. We’ve also added branded content rails to promote featured titles—whether that’s a blockbuster series or a curated director collection. For sports lovers, enriched match pages now offer real-time stats, Opta-powered line-ups, and a “no spoiler” toggle so fans can watch without fear of seeing scores. We’ve even introduced profile-level customisation with avatars and names, making TOD truly personal.

TOD360 will bring a lot of benefits—can you walk us through what they are?

TOD360 is a game-changer. It’s all about fan-first innovation. You can follow live stats, see where players are positioned on the pitch, and track attacking zones in real-time—insights usually reserved for professionals. The platform also generates automatic match highlights so fans can instantly catch up on key moments.

Whether you’re a casual viewer or a hardcore fan, TOD360 makes the experience richer, more interactive, and deeply personal.

Q: From the stats you already have, what are the most popular and engaging sports in the region and which are the most viewed and interacted with?

There’s no surprise that football dominates in MENA. TOD is home to the UEFA Champions League, Premier League, LaLiga, and more, and the engagement around football content is second to none. We’ve also seen significant traction around tennis, especially during Grand Slams, and rising interest in Formula 1 and basketball. What’s been particularly exciting is the strong response to rugby, especially the 6 nations, which TOD exclusively streams in this region. The appetite for high-performance sports is growing, and we’re proud to be the go-to destination for premium coverage.

One of the issues in the region is that most of the time, weather isn’t ideal for outdoor sports, so people settle on viewing rather than participating. How does TOD address that?

It’s true—climate can be a barrier to outdoor activity in the region, but TOD fills that gap by delivering world-class sports and entertainment right into people’s homes. Whether it’s a nail-biting match, a Turkish/Arabic drama, or a Western blockbuster from Sony, Paramount or other leading Hollywood studios, we’ve built TOD to be a complete destination for families. But beyond the screen, we’re committed to promoting healthy living. TOD actively supports grassroots sports initiatives by partnering with local football academies, fitness institutions, and community programs. We believe in inspiring active lifestyles, our support doesn’t end with streaming alone.