SPORTS /// MENA CONSUMER CLOSE-UP SPORTS FOLLOWING AND PARTICIPATION IN THE MIDDLE EAST AND NORTH AFRICA 2016

Transcription

1 CONSUMER CLOSE-UP SPORTS FOLLOWING AND PARTICIPATION IN THE MIDDLE EAST AND NORTH AFRICA 2016

2 2 CONTENTS A Introduction PAGE 3 B Background and Methodology 6 01 FOLLOWING 8 Focus FOCUS ON FOOTBALL 13 FOCUS ON WOMEN S SPORT 20 FOCUS ON SWIMMING 27 FOCUS ON UNITED ARAB EMIRATES PARTICIPATION 15 INTEREST 22 MEDIA 28 ATTENDANCE 33

3 3 INTRODUCTION A powered by

4 4 INTRODUCTION INTRODUCTION BY FRANK SAEZ Managing Director and Founder, SMG Insight/YouGov Welcome to SMG Insight s second report on sports following and participation within the Middle East and North Africa. Surveying a representative sample of 108,673 respondents across 13 countries, our research and analysis reveals the sporting habits and interests of the native population of this diverse, fascinating and rapidly evolving market. powered by

5 5 A Introduction MENA s transcontinental market is rapidly evolving. Recent years have witnessed huge investment in the Gulf region, increasing its ability to host major sports events including Formula 1, golf and horse racing. Cities such as Abu Dhabi and Dubai are fast establishing themselves as hubs for international sports competitions, offering world class venues and fuelling major growth in tourism. However, whilst investment and ambition soar within certain MENA territories, economic and social instability continue to curb development across other countries, particularly within North Africa and the Levant region. SMG Insight s report excludes the expat community, giving a true picture of attitudes and behaviours of the native MENA population towards sport, with highlights including: Football dominates: Top of the list by a long stretch in terms of following and participation, football is MENA s best loved sport, particularly across the North African markets of Algeria, Morocco and Egypt, as well as the United Arab Emirates. With 52% of the MENA population following football regularly, interest is higher than in many other countries such as the UK, Spain and Brazil. Five out of ten of the most followed sports events are football competitions, with Moroccans most likely to have attended a live football match in the last 12 months. As the 2022 Qatar World Cup looms, interest in football across MENA is set to increase further, compounded by high profile Arab investment currently influencing the European football landscape. Swimming success: Second only to football in the rankings, swimming enjoys keen following and participation across MENA. Abu Dhabi has a recent history of staging major swimming events including the FINA Open Water World Cup and has been elected host of the FINA Short Course World Swimming Championships in 2020, an event that will take on added significance in an Olympic year. Following of swimming in all MENA countries monitored is frequently double or three times that of European and South American countries. UAE robust and growing market: Whilst MENA s North African countries stand out as the most passionate followers of the Top 5 sports, UAE reveals itself as the most consistently strong market across the survey s sport spectrum in terms of following, participation and attendance at events, frequently scoring the highest levels in all categories. Polarised region: At the same time as markets such as UAE thrive, our findings uncover striking data on non-following and nonparticipation amongst the MENA population: 25% of MENA native inhabitants exercise or play sport less than once a month, 15% do not follow any sports at all and almost half 49% have not attended a live sports event in the last 12 months. MENA is a diverse and fascinating market and we hope you enjoy the report. Regards Frank Saez

6 6 BACKGROUND AND METHODOLOGY B powered by

7 7 SYRIA B Background and Methodology MOROCCO LEBANON PALESTINE JORDAN ALGERIA BAHRAIN EGYPT SAUDI ARABIA UAE Research was carried out by SMG Insight/YouGov during OMAN The survey covers five core areas: SUDAN YEMEN 1) Following: Respondents were asked which sports they follow on TV or in the media or attend on a regular basis 2) Participation: Respondents were asked which sports they personally participate in and with what level of frequency 3) Interest: Respondents were asked which sports events they are most interested in 4) Media: Respondents were asked which media they use to follow sport 5) Attendance: Respondents were asked which live sports events, if any, they had attended within the last 12 months Expats were excluded from the survey, enabling the views of native MENA residents to be captured, resulting in lower interest levels than may otherwise be expected in sports such as cricket, rugby and baseball. 108,673 respondents were surveyed, representative of large cities across the following countries: COUNTRY POPULATION GDP PER CAPITA (2014: CURRENT US$) 1) Algeria 38,934,334 5,484 2) Bahrain 1,361,930 24,855 3) Egypt 89,579,670 3,366 4) Jordan 6,607,000 5,423 5) Lebanon 4,546,774 10,058 6) Morocco 33,921,203 3,190 7) Oman 4,236,057 19,310 8) Palestine 4,436,000 2, ) Saudi Arabia 30,886,545 24,406 10) Sudan 39,350,274 1,876 11) Syria 22,157,800 1, ) United Arab Emirates 9,086,139 43,963 13) Yemen 26,183,676 1,408 2 Source: World Bank 1 Different source (UN Data) as figures not available from World Bank

8 8 FOLLOWING OF SPORTS ACROSS MENA 01

9 9 01 FOLLOWING HEADLINES ALGERIA Top 5 most followed sports across MENA: football, swimming, athletics, basketball and tennis 52% of MENA s population follow football; Algeria, Sudan and Morocco most football-loving nations UAE, Algeria, Egypt and Morocco demonstrate strongest sports following of all MENA markets 15% of MENA native inhabitants do not follow any sports: highest concentration of nonfollowers live in Saudi Arabia and Bahrain powered by

10 10 01 FOLLOWING CHART 1 /// MENA TOP 10 MOST FOLLOWED SPORTS ACROSS THE REGION Football 52% Swimming Athletics Basketball Tennis Boxing Martial arts Wrestling Gymnastics Cycling Do not follow any sports listed See page 11 for full list of top followed sports 26% 24% 22% 19% 15% 14% 14% 12% 12% 15%

11 11 01 FOLLOWING CHART 2 /// MENA TOP FOLLOWED SPORTS BY COUNTRY Respondents were asked: Which, if any, of the following sports do you watch / follow? By watch / follow, we mean that you either actively read about the sport on a regular basis, watch live broadcasts or highlights of matches / events online or TV, or attend matches / events in person. Sport Total Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Sudan Syria UAE Yemen Arabia Football 52% 63% 33% 51% 47% 44% 54% 37% 48% 34% 56% 51% 38% 55% Swimming 26% 34% 14% 29% 22% 24% 23% 15% 20% 17% 23% 22% 25% 17% Athletics 24% 26% 15% 19% 15% 13% 32% 12% 13% 11% 18% 17% 17% 14% Basketball 22% 23% 15% 20% 23% 31% 24% 9% 16% 9% 17% 25% 21% 14% Tennis 19% 16% 8% 17% 17% 18% 22% 9% 11% 7% 17% 16% 22% 13% Boxing 15% 15% 8% 11% 9% 7% 18% 5% 8% 5% 11% 5% 16% 12% Martial arts 14% 17% 15% 13% 11% 7% 16% 6% 11% 7% 7% 6% 20% 10% Wrestling 14% 13% 9% 19% 13% 7% 10% 9% 14% 10% 18% 9% 23% 18% Gymnastics 12% 13% 9% 13% 12% 10% 12% 8% 7% 6% 10% 11% 15% 8% Cycling 12% 14% 10% 10% 8% 9% 13% 5% 4% 6% 10% 9% 12% 7% Horse racing 11% 14% 7% 14% 12% 8% 9% 10% 11% 12% 12% 10% 18% 7% Motorsports 9% 11% 6% 9% 12% 10% 9% 8% 9% 7% 8% 9% 14% 5% Table tennis 8% 8% 5% 12% 9% 7% 4% 3% 7% 5% 13% 10% 17% 8% Volleyball 7% 8% 8% 8% 7% 10% 5% 4% 6% 4% 9% 6% 11% 5% Darts 7% 7% 5% 8% 5% 4% 6% 5% 4% 5% 8% 6% 16% 3% Climbing / mountaineering 7% 10% 4% 8% 7% 6% 7% 10% 4% 5% 5% 5% 11% 3% Pool / snooker 5% 4% 8% 7% 7% 10% 4% 5% 6% 5% 8% 6% 9% 6% Cricket 5% 1% 2% 2% 1% 1% 1% 3% 2% 2% 1% 3% 22% 2% American Football 5% 5% 3% 6% 3% 9% 5% 3% 4% 6% 6% 4% 13% 6% Sailing 5% 7% 4% 6% 4% 5% 4% 3% 3% 3% 4% 4% 13% 4% Golf 5% 3% 1% 5% 3% 9% 5% 3% 2% 3% 2% 3% 13% 2% Badminton 4% 2% 4% 2% 4% 5% 2% 3% 5% 3% 2% 5% 19% 2% Show Jumping 4% 4% 6% 4% 4% 4% 4% 1% 3% 3% 4% 5% 8% 3% Hockey 4% 2% 3% 4% 1% 2% 2% 2% 3% 3% 1% 3% 10% 2% Falconry 4% 3% 4% 4% 3% 3% 3% 3% 5% 3% 5% 4% 13% 3% Do not follow any sports listed 15% 12% 28% 18% 23% 19% 12% 24% 25% 33% 18% 24% 15% 22%

12 12 01 FOLLOWING CHART 3 /// MENA TOP 5 MOST FOLLOWED SPORTS BY COUNTRY Football Swimming Athletics Basketball Tennis 70% Following - % of population 60% 50% 40% 30% 20% 10% 0% Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Arabia Sudan Syria United Arab Emirates Yemen

13 13 01 FOLLOWING Football, swimming, athletics, basketball and tennis are the most followed sports across MENA, with Algeria and Morocco demonstrating the most consistent following across all five. Swimming is rated as the second most followed sport, with over 20% of the population following it in 10 of the 13 countries surveyed. Algerians follow swimming most closely, at 34%, compared to just 14% in Bahrain, where following of the sport is at its weakest in the region. Whilst Algeria and Morocco demonstrate the most passionate following for the Top 5 sports, UAE is the most robust market across the full spectrum of sports surveyed, leading by a distinct margin in most categories. 15% of MENA natives say they do not follow any of the 56 sports mentioned in the survey effectively ranking nonfollowing sixth in the Top % of the MENA population regularly follow football, more than double the percentage following of any other sport across the region. Boxing ranks in 6th place, with its strongest following in Morocco, whilst martial arts and wrestling, ranking 7th and 8th respectively, are most popular in UAE. ALGERIA Of all MENA countries, Algeria is most passionate about football, with 63% of the population following the beautiful game. Sudan follows close behind with 56% of the nation describing themselves as followers. Gymnastics and cycling make up the rest of the Top 10, whilst horse racing and motorsports rank just outside but nevertheless demonstrate strong following particularly in UAE.

14 14 FOCUS ON FOOTBALL Avid Algeria Followed by more than half the MENA population and played by more than a third, football stands out as the region s most popular sport. Algerians remain the most avid followers, with interest boosted by the team s success in reaching the 2014 World Cup in Brazil the only North African team to do so and its qualification for the 2017 CAF Africa Cup of Nations. Recent negative publicity around drug-taking allegations within the Algerian team and the suspension of Youcef Belaili do not seem to have dampened the nation s enthusiasm for the sport however, combined with a slip in the team s world rankings from 18 to 33 in the last two years, such controversy could indicate turbulent times ahead for Algerian football. Sudanese support Almost as keen on the beautiful game as Algeria, 56% of the Sudanese population follow football. Despite being one of the pioneers of the African game, Sudan has never reached a FIFA World Cup and has struggled to qualify for the Africa Cup of Nations over the years. As well as prolonged civil war across the region, separation of the country into Sudan and South Sudan has been an issue, with South Sudan joining the international football scene in its own right in Following of the sport amongst the Sudanese population nevertheless remains robust. A hero s welcome for Algeria s football team in downtown Algiers after the team s success in reaching the 2014 World Cup in Brazil Photo: Khawaja Umer Farooq powered by Morocco up and coming Morocco, ranked third for football following, has been absent from the last four FIFA World Cups. This downturn has fuelled a focus on youth talent spotting by the country s football association, with the goal of Russia 2018 clearly in mind. A new generation of gifted players, including Mehdi Benatia and Achraf Lazaar, is consequently emerging and with the national team now under the direction of newly-appointed coach, Hervé Renard, Moroccan football appears to be benefitting from a surge of fresh energy that is likely to have a knock-on effect on the sport s following.

15 15 FOCUS ON FOOTBALL Bahrain and Saudi Arabia Whilst still demonstrating a passion for football, Saudi Arabia and Bahrain s following of the sport is lower than in some MENA countries. Both national teams have experienced difficulties in recent times: since its last qualification for a World Cup in 2006, Saudi Arabia has had no fewer than five coaches, whilst Bahrain exited the qualifiers at the first group stage for both Brazil 2014 and Russia 2018, as well as receiving negative press coverage surrounding the treatment of players after the 2011 uprising in the country. Investment across Europe MENA s football teams enjoy passionate support from home nations but increased following may also be due to Middle East investment that is changing the European football landscape. Since the 1990s, there has been a wave of Arab investment in several top clubs, including Abu Dhabi United Group s purchase of Manchester City Football Club, preceding the club s first FA Cup victory in 42 years and qualification for the UEFA Champions League, as well as Qatari investment in Paris St Germain. Long term sponsorship deals have also played a role Emirates and Etihad being synonymous with Arsenal and Manchester City respectively as well as an increased number of MENA players moving to the top football leagues, including Ashkan Dejagah and Adel Tarrabt. Moroccan boys play football in Draa Valley village Photo: CDRin Appetite for entertainment The English Premier League and other European football properties are popular imports to MENA, attracting wide audiences as the appetite for TV and internet sports entertainment grows across the region, a phenomenon that is set to continue as the 2022 Qatar World Cup approaches.

16 16 PARTICIPATION IN SPORTS ACROSS MENA 02

17 17 02 PARTICIPATION HEADLINES UAE MOROCCO JORDAN Top 5 most participated-in sports across MENA: football, swimming, basketball, athletics and cycling 9% of the MENA population exercise daily; UAE native inhabitants are the most likely to do so Participation in football sits at 34% across the MENA region; Morocco, Sudan and Yemen demonstrate highest participation levels Almost 1 in 5 MENA residents have not participated in any sport or exercise in the last two weeks 25% of MENA native inhabitants exercise or play sport less than once a month; tendency strongest in Jordan, Saudi Arabia and Lebanon powered by

18 18 02 PARTICIPATION CHART 4 /// MENA TOP 10 SPORTS ACROSS THE REGION PARTICIPATION CHART 5 /// MENA FREQUENCY OF PARTICIPATION IN SPORTS OR EXERCISE Football 34% Swimming Basketball Athletics 7% 6% 4% 25% 9% 13% Daily More than 3 times a week 2-3 times a week Cycling 4% Once a week Martial arts Table tennis Pool / snooker Cricket Boxing 3% 2% 2% 2% 2% 11% 5% 4% 18% 15% Up to 3 times a month Up to twice a month Once a month Less than once a month Do not participate in any sports 19%

19 19 02 PARTICIPATION CHART 6 /// MENA SPORTS PARTICIPATION BY COUNTRY Respondents were asked: Which, if any, of the following sports or activities have you taken part in the last 2 weeks? Please tick all that apply. Sport Total Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Sudan Syria UAE Yemen Arabia Football 34% 37% 12% 30% 24% 12% 39% 23% 29% 23% 43% 22% 25% 39% Swimming 7% 9% 6% 7% 12% 10% 5% 8% 11% 8% 3% 10% 13% 5% Basketball 6% 5% 1% 3% 5% 8% 8% 2% 8% 6% 2% 8% 11% 1% Athletics 4% 4% 1% 3% 3% 4% 5% 6% 8% 2% 5% 4% 10% 2% Cycling 4% 2% 1% 3% 2% 2% 4% 5% 4% 7% 3% 5% 10% 0% Martial arts 3% 4% 3% 1% 2% 10% 4% 2% 4% 2% 1% 2% 15% 3% Table tennis 2% 2% 1% 4% 4% 0% 1% 3% 10% 1% 3% 4% 5% 1% Pool / snooker 2% 1% 0% 2% 4% 3% 1% 5% 11% 2% 2% 3% 5% 3% Cricket 2% 0% 3% 1% 0% 0% 0% 3% 3% 0% 0% 3% 11% 0% Boxing 2% 2% 0% 1% 2% 4% 2% 2% 5% 0% 1% 0% 9% 0% American football 1% 1% 4% 2% 3% 0% 1% 3% 3% 3% 2% 1% 12% 1% Tennis 1% 1% 0% 2% 3% 2% 1% 2% 3% 0% 1% 4% 7% 0% Darts 1% 1% 0% 2% 2% 0% 1% 2% 5% 2% 1% 5% 5% 0% Horse riding 1% 2% 1% 2% 1% 1% 1% 4% 3% 3% 0% 3% 11% 0% Volleyball 1% 1% 4% 1% 1% 6% 1% 2% 4% 2% 0% 2% 7% 0% Climbing / mountaineering 1% 1% 0% 0% 1% 0% 1% 2% 3% 0% 0% 1% 10% 0% Badminton 1% 0% 1% 1% 2% 2% 0% 2% 4% 1% 2% 5% 10% 0% Gymnastics 1% 1% 1% 1% 1% 2% 1% 2% 3% 2% 1% 2% 7% 1% Mountain biking 1% 1% 2% 0% 1% 0% 1% 2% 3% 0% 2% 1% 5% 0% Wrestling 1% 1% 0% 1% 1% 0% 0% 4% 3% 2% 0% 3% 8% 2% Sailing 1% 1% 0% 1% 0% 0% 1% 3% 3% 0% 0% 2% 7% 0% Falconry 1% 0% 3% 1% 1% 0% 1% 2% 3% 1% 0% 1% 10% 0% Golf 1% 1% 1% 1% 1% 4% 1% 3% 3% 2% 1% 1% 9% 1% Competitive running 1% 1% 0% 0% 0% 2% 0% 2% 3% 0% 0% 1% 5% 0% Do not participate in any sports listed 19% 22% 19% 18% 25% 24% 18% 25% 17% 17% 27% 24% 18% 21%

20 20 02 PARTICIPATION CHART 7 /// MENA TOP 5 PARTICIPATION SPORTS BY COUNTRY Football Swimming Basketball Athletics Cycling 50% Participation - % of population 40% 30% 20% 10% 0% Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Arabia Sudan Syria United Arab Emirates Yemen

21 21 02 PARTICIPATION As well as being the most followed sport across MENA, football is also the most played, with participation levels almost five times higher than any other sport. Almost 1 in 5 MENA natives state they have not participated in any sports or exercise in the last two weeks at 19% this is the second highest of all responses, meaning that, aside from those participating in football, the overall MENA population is most likely to have not participated in any sport at all in the past two weeks. MENA-wide, one quarter of the population fall into the least frequent sports and exercise participation category: 25% say they exercise or play sport less than once a month, compared to 18% once a week and 9% daily. After football, swimming, basketball, athletics and cycling make up the Top 5 most participated-in sports across MENA. UAE UAE native inhabitants are the most likely to exercise or play sport daily, at 18%, followed by Bahrain and Yemen, both at 14%. Whilst both these countries exhibit relatively low levels of sports following, sports participation amongst native Bahrainis and Yemenis is more in line with MENA regional averages. Sports participation levels within UAE are frequently more than double the MENA regional level martial arts, cricket and horse riding follow this pattern, amongst others. Jordan, Saudi Arabia and Lebanon populations show a tendency to participate the least frequently of all MENA countries, with 32% in all three countries exercising or playing sport less than once a month.

22 22 FOCUS ON WOMEN S SPORT Shifts and changes Lower survey scores in countries such as Saudi Arabia, Jordan and Oman may be impacted by lack of female sports following and participation in the region; in a number of MENA countries, women s sport has traditionally been constrained by cultural and religious conservatism. However, changes are now taking place and there is increasing evidence of sport s growing popularity among females, as well as its ability to thrive amongst diverse cultures and political adversity. Jordan s progress Several MENA countries, including Jordan, now have their own women s football teams and the sport is rapidly becoming more popular with women across the whole region. In 2014, FIFA lifted its ban on the use of hijab during matches after a campaign by Prince Ali Bin Al Hussein, President of the Jordanian Football Association, who recently opened a network of football clubs specifically for girls. Jordan is also set to host the 2016 FIFA under-17 Women s World Cup involving 16 nations, it is the first female World Cup to be held in the Middle East. Saudi steps forward There have been similar steps forward in terms of women s sports in Saudi Arabia in 2013, the first dedicated sports centre for girls opened, whilst girls at private schools were allowed to play sport for the first time. The country also sent its first two female athletes to the London Olympics in 2012, a positive global reflection of moves to create equal opportunities in the women s field. Jordan Women s Football recent Facebook posting Photo: Jordan Women s Football powered by

23 23 FOCUS ON WOMEN S SPORT Oman on the map Oman, a country demonstrating relatively low levels of sports following and participation, is also gaining ground in terms of its female market: in the 2015 GCC Women s Games, Oman was placed runner-up to the UAE, and the country s top female tennis player, Fatma Al Nabhani, is putting the Gulf region on the world tennis map, having already won four singles and four doubles titles on the ITF tour. With such changes afoot across MENA, sports following and participation amongst females is set to rise and likely to influence the results of future surveys. Omani tennis player Fatma Al Nabhani at the region s first women s only Nike store (in Dubai) Photo: Style.com, Arabia Sarah Attar of Saudi Arabia running the 800m event in London2012 Photo: Unknown GCC Women s Games Open in Muscat Photo: Ocasia, Olympic Council of Asia powered by

24 24 INTEREST IN SPORTS EVENTS AMONGST MENA POPULATION 03

25 25 03 INTEREST HEADLINES SAUDI ARABIA Most followed sport event across MENA: the FIFA World Cup interest highest in Algeria and Sudan Five of the Top 10 most followed events are football competitions Lebanon and UAE show most interest in the Rio Summer Olympics 38% and 37% respectively 17% of MENA s population do not follow any sports events; tendency highest in Saudi Arabia powered by

26 26 03 INTEREST CHART 8 /// MENA TOP 10 SPORTS EVENTS POPULATION MOST INTERESTED IN FIFA World Cup 52% La Liga UEFA Champions League Olympic Games English Premier League 35% 35% 32% 29% World Swimming Championships IAAF World Athletics Championships Formula 1 Serie A - Italian Football League Wimbledon Championships 22% 21% 20% 18% 18%

27 27 03 INTEREST CHART 9 /// MENA TOP 5 SPORTS EVENTS BY COUNTRY AND INTEREST LEVEL Interest - % of population FIFA World Cup UEFA Champions League La Liga English Premier League Olympic Games 70% 60% 50% 40% 30% 20% 10% 0% Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Arabia Sudan Syria United Arab Emirates Yemen

28 28 03 INTEREST The FIFA World Cup is currently attracting the most interest of any sports event throughout MENA countries, with 52% of the population showing an interest in this event, highly likely to be due to the media attention around the Qatar 2022 bid. Interest is highest in Algeria and Sudan, where following of football is also at its strongest. The World Swimming Championships, IAAF World Athletics Championships, Formula 1 and the Wimbledon Championships all feature in the Top 10, achieving interest levels of between 18% and 22% across MENA. As well as the FIFA World Cup, four more of the Top 10 events generating most interest across MENA are football competitions La Liga, UEFA Champions League, English Premier League and Serie A. Lebanon stands out as showing the keenest level of interest in Formula 1, at 34% of the population. Bahrain, Syria and UAE also show particularly strong interest in Formula 1 events. The Summer Olympic Games sits in fourth place, with an overall interest level of 32% across MENA. The Games draw most attention from Lebanon and UAE at 38% and 37% respectively, in contrast to lower interest levels from Oman and Saudi Arabia at 13% and 15%. Live cricket stands out as being most popular in UAE where the ICC Cricket World Cup has a following of 24%, four times the MENA regional average. This level of interest strongly suggests that regular hosting of international matches in the region is impacting on the local population as well as the expat community, despite attendances being relatively low (see page 44, Focus on UAE for more details).

29 29 03 INTEREST CHART 10 /// MENA TOP 20 SPORTS EVENTS INTEREST AMONGST POPULATION Respondents were asked: Which of the following sports events and competitions, if any, are you interested in? Sport Event / Competition Total Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Sudan Syria UAE Yemen Arabia FIFA World Cup 52% 61% 47% 50% 52% 48% 51% 38% 44% 32% 61% 54% 48% 53% La Liga 35% 41% 23% 30% 32% 29% 43% 21% 34% 18% 42% 34% 24% 37% UEFA Champions League 35% 42% 20% 32% 32% 35% 39% 21% 32% 19% 48% 36% 26% 36% Olympic Games 32% 34% 28% 31% 32% 38% 33% 13% 25% 15% 32% 25% 37% 23% English Premier League 29% 34% 22% 31% 23% 22% 28% 17% 29% 16% 47% 28% 28% 31% World Swimming Championships 22% 26% 17% 24% 17% 16% 21% 9% 16% 13% 20% 17% 24% 10% IAAF World Athletics Championships 21% 23% 15% 16% 14% 6% 29% 7% 11% 10% 19% 14% 17% 8% Formula 1 20% 20% 30% 17% 18% 34% 19% 13% 22% 10% 22% 29% 29% 17% Serie A - Italian Football League 18% 22% 10% 19% 15% 16% 18% 7% 20% 10% 25% 16% 17% 16% Wimbledon Championships 18% 12% 12% 20% 19% 22% 17% 8% 11% 8% 21% 17% 23% 11% World Wrestling Entertainment (WWE) 16% 13% 11% 23% 17% 9% 13% 13% 20% 14% 32% 14% 23% 24% French Open 16% 13% 10% 12% 12% 19% 20% 6% 9% 6% 11% 14% 21% 8% US Open Tennis 16% 14% 8% 15% 15% 21% 16% 7% 11% 7% 16% 15% 18% 9% Australian Open Tennis 15% 12% 8% 16% 17% 17% 15% 8% 10% 8% 18% 15% 22% 8% National Basketball Association (NBA) 15% 16% 8% 10% 14% 21% 17% 6% 10% 8% 15% 13% 20% 6% Tour de France 12% 17% 9% 7% 6% 12% 17% 7% 4% 4% 10% 6% 11% 4% ATP World Tour Finals 11% 11% 6% 9% 9% 12% 13% 5% 7% 4% 14% 8% 11% 6% MotoGP 9% 11% 7% 7% 6% 12% 10% 3% 5% 4% 8% 6% 13% 6% Ultimate Fighting Championship (UFC) 8% 8% 5% 6% 6% 9% 9% 3% 6% 4% 6% 4% 16% 4% ICC Cricket World Cup 6% 2% 4% 3% 1% 1% 2% 4% 1% 3% 4% 2% 24% 2% None of the above 17% 12% 22% 21% 23% 20% 14% 34% 24% 43% 17% 21% 18% 22%

30 30 FOCUS ON SWIMMING Facilities making waves Ranked as the second most followed sport across MENA after football, swimming has evolved dramatically across MENA in recent years, particularly in the UAE, where state-of-the-art venues have been constructed. The UAE Swimming Federation and Abu Dhabi Sports Council are aiming to develop a strong aquatic sports culture in Abu Dhabi and have pumped investment into building the Hamdan Sports Complex, occupying 61 acres of land and encompassing the largest aquatic sports centre in the world, including two Olympic size pools. Some of swimming s top professionals have trained at the venue, including Olympic bronze medallist Tom Daley prior to London Events and exposure The Hamdan Sports Complex has helped to make UAE s mark on the swimming world and created a thriving relationship with FINA, the world governing body for the sport. With a climate and facilities that lend themselves perfectly to swimming, Abu Dhabi has played host to multiple mass participation swimming events and several international competitions such as the FINA Open Water and High Diving World Cup, whilst also being selected to stage the FINA Short Course World Swimming Championship in Olympic year Top and Photo Credit: Abu Dhabi Swimming Festival Bottom: Hamdan Sports Complex Popularity soaring 26% of the MENA population follow swimming and, throughout the region, popularity of the sport is frequently double or three times that of some European and South American countries. With such drive from the UAE to make swimming a highlight of its sporting calendar, following and participation are likely to increase in the coming years, as well as the possibility of witnessing some UAE homegrown talent making a mark at world level. powered by

31 31 MEDIA USED TO FOLLOW SPORT AMONGST MENA POPULATION 04

32 32 04 MEDIA HEADLINES SAUDI ARABIA Top 5 forms of media used to follow sport across MENA: live TV coverage, TV highlights, Facebook, YouTube and online streaming 9% of the MENA population do not use any form of media to follow sport; tendency highest in Saudi Arabia Facebook engagement fluctuates dramatically across the region, ranging from 12% in Saudi Arabia to 45% in Egypt 14% of MENA natives follow sport on smart phones but mobile and SMS updates not yet widely used powered by

33 33 04 MEDIA CHART 11 /// MENA TOP 10 MEDIA USED TO FOLLOW SPORT TV - Live coverage 54% TV - Highlights Facebook YouTube Online streaming 42% 38% 37% 32% Sports websites 25% Newspapers - sport section Online newspaper websites Smart phone / tablet apps Team / league / competition website 18% 17% 14% 13% TV Social Media News / print and digital Mobile Online sports sites

34 34 04 MEDIA CHART 12 /// MENA MEDIA USED TO FOLLOW SPORT BY COUNTRY Respondents were asked: Which, if any, of the following media do you use to follow sport? Media Total Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Sudan Syria UAE Yemen Arabia TV Live coverage 54% 63% 47% 54% 52% 39% 54% 52% 48% 39% 59% 48% 36% 55% TV Highlights 42% 50% 33% 40% 43% 37% 42% 31% 32% 25% 52% 38% 30% 33% Facebook 38% 39% 16% 45% 32% 28% 38% 19% 24% 12% 25% 33% 34% 24% YouTube 37% 40% 23% 36% 32% 30% 40% 34% 30% 28% 33% 30% 34% 43% Online streaming 32% 36% 18% 30% 24% 21% 36% 16% 21% 16% 30% 24% 25% 30% Sports websites 25% 27% 14% 24% 22% 19% 28% 11% 18% 13% 23% 19% 25% 20% Newspapers sport section 18% 29% 19% 15% 13% 8% 15% 16% 14% 9% 17% 9% 15% 10% Online newspaper websites 17% 20% 12% 16% 12% 13% 18% 5% 11% 6% 13% 9% 18% 8% Smart phone / tablet apps 14% 11% 22% 13% 13% 22% 15% 10% 10% 8% 13% 11% 19% 11% Team / league / competition website 13% 14% 9% 15% 10% 14% 14% 6% 13% 6% 13% 10% 16% 11% Radio 12% 12% 6% 9% 7% 8% 16% 7% 4% 6% 9% 7% 10% 6% Twitter 8% 6% 9% 10% 6% 13% 5% 11% 10% 18% 13% 9% 19% 23% Online blogs or forums 7% 7% 5% 6% 6% 4% 8% 3% 4% 3% 7% 5% 13% 1% updates 6% 6% 5% 6% 5% 4% 5% 11% 6% 4% 5% 5% 11% 1% Other social media 5% 6% 9% 5% 5% 2% 5% 12% 8% 5% 6% 4% 9% 3% Mobile/SMS updates 4% 3% 3% 4% 3% 4% 2% 3% 4% 3% 3% 2% 14% 3% Other 2% 2% 2% 1% 2% 2% 2% 1% 2% 1% 0% 2% 2% 0% None of the above 9% 4% 14% 10% 13% 18% 7% 16% 14% 28% 7% 14% 12% 14%

35 35 04 MEDIA CHART 13 /// MENA TOP 5 MEDIA USED TO FOLLOW SPORT BY COUNTRY Media used to follow sport - % of population 70% 60% 50% 40% 30% 20% 10% TV - Live coverage TV - Highlights Facebook YouTube Online streaming 0% Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Arabia Sudan Syria United Arab Emirates Yemen

36 36 04 MEDIA Live TV coverage and highlights are the dominant modes of consumption amongst the MENA native population, used by 54% and 42% respectively to follow sport. ALGERIA Algeria stands out as the MENA nation most likely to follow sport through media; the country demonstrates a higher level of engagement than the MENA overall population in 8 of the Top 10 media categories, from TV coverage to YouTube and online newspaper websites. Facebook, YouTube and online streaming also feature in the Top 5, each engaging more than 30% of MENA native inhabitants and likely to attract increasing numbers of sports followers in the region over the coming years. Whilst 14% of the MENA population use their smart phone or apps to follow sport, mobile or SMS updates are much less commonly used, with just 4% of the MENA population engaging in sport in this way. SAUDI ARABIA 9% of MENA residents say they do not use any form of media to follow sport however, this varies greatly from market to market most strikingly, 28% of Saudi Arabians, compared to just 4% of Algerians, say they do not use media to follow sport. Facebook is the most popular social media site through which to follow sport in the region: 38% of MENA natives engage via Facebook, compared to 8% via Twitter.

37 37 ATTENDANCE AT LIVE SPORTS EVENTS BY MENA POPULATION 05

38 38 05 ATTENDANCE HEADLINES JORDAN Almost half the MENA native population 49% have not attended a live sports event in the last 12 months Moroccans demonstrate highest attendance at live football matches; Bahrainis demonstrate the lowest UAE attendance at the majority of live sports events is typically double or more the MENA-wide average Residents of Jordan least likely to have attended a sports event in the past year powered by

39 39 05 ATTENDANCE CHART 14 /// MENA TOP 10 MOST ATTENDED LIVE SPORTS EVENTS BY TYPE Football 27% Basketball Swimming Athletics Martial arts Tennis Horse riding Cycling Cricket Boxing 7% 6% 4% 4% 3% 3% 3% 3% 2% Have not attended a live sports event 49%

40 40 05 ATTENDANCE CHART 15 /// MENA TOP 5 MOST ATTENDED LIVE SPORTS EVENTS BY COUNTRY & TYPE Attendance - % of population Football Basketball Swimming Athletics Martial Arts 40% 35% 30% 25% 20% 15% 10% 5% 0% Algeria Bahrain Egypt Jordan Lebanon Morocco Oman Palestine Saudi Arabia Sudan Syria United Arab Emirates Yemen

41 41 05 ATTENDANCE Almost half of MENA s native inhabitants have not attended a live sports event in the last 12 months. In eight of the countries in question, the figure is above 50% and in three countries more than 60% have not been live spectators. Football again hits the top spot in this category; 27% of the MENA population say they attended a live football match in the last 12 months. However, results vary across markets, with the highest football match attendance being in Morocco at 35% and the lowest in Bahrain at 14%. Whilst Jordan and Saudi Arabia s populations are least likely to have attended a live sports event, residents of UAE and Morocco are the most likely to have attended. After attendance at football matches, there is a dramatic decrease in attendance at any other live sports event; basketball matches are the second most popular live event but are attended but by just 7% of the regional population 20% less than football matches. UAE stands out in this category, demonstrating attendance levels that are typically twice as high as the overall MENA native population at all live sports events. Most notably, when it comes to cricket, horse riding or martial arts events, UAE native inhabitants are three times more likely to be live spectators than their MENA counterparts, strongly indicating that when events are created or staged in the region, audiences will attend. MENA attendance levels remain below 7% for all live sports events other than football and basketball. The only notable exception to this pattern is in UAE, where figures exceed the MENA regional figure by around 10% for attendance at several events including swimming, martial arts, darts and golf.

42 42 FOCUS ON UNITED ARAB EMIRATES Top: Abu Dhabi Grand Prix Bottom: Manchester City Fans watch the team play at Zayed Sports City Photo: Fatima Al Marzooqi World class Showing the most consistently strong levels of following, participation and attendance across the survey s spectrum of sports, UAE stands out as the most robust and fast-developing MENA market according to our findings. Leading edge facilities such as the Hamdan Complex, Zayed Sports City and Emirates Golf Club are revolutionising sport in UAE and the country is firmly establishing itself on the sporting world map, strengthened by its geographical position, bridging Europe and Asia, as well as its diverse international demographics. Formula 1 fever Opened in 2009, Abu Dhabi s unique Yas Marina Circuit is the newest track on the Formula 1 calendar and is another example of UAE s state-of-the-art facilities raising the bar at international competition level. Motorsports in UAE are followed by 14% of native inhabitants, compared to 9% of the overall MENA population, with UAE s stronger interest undoubtedly due in part to its annual staging of the Abu Dhabi Grand Prix. Despite also hosting a Grand Prix, motorsports following in Bahrain is less than half that of UAE, at just 6% the lowest following of all MENA countries surveyed with the exception of Yemen. Although Bahrain broke new ground as the first circuit to bring Formula 1 to the Middle East, Yas Marina carries higher prestige, combining the F1 racing weekend with a series of high profile concerts and multiple attractions at a fan zone on the city s corniche. UAE has the edge when it comes to facilities and kudos, increasing exposure of the host nation and the sport itself. powered by

43 43 FOCUS ON UNITED ARAB EMIRATES Growth of golf Following of golf across MENA sits at 5%, whilst in UAE it is almost three times higher at 13%. Between 2003 and 2013, the number of golf courses in UAE tripled; Dubai, Abu Dhabi and Ras Al Khaimah pride themselves on the world class facilities they offer to professionals and tourists alike. Opened in 1988, Emirates Golf Club in Dubai was the first all-grass championship golf course in the Middle East and now hosts three of the European Tour s annual competitions, as well as the Ladies Masters. Numerous leading golf tournaments hosted by UAE have raised the profile of the sport across MENA and the world, including the Abu Dhabi HSBC Golf Championship and the DP World Tour Championship, whilst several of golf s biggest stars, such as Greg Norman, Nick Faldo and Colin Montgomerie have put their names to Middle East courses, further encouraging the world s top players to participate in tournaments outside of the four majors. Dubai s Creek & Golf Yacht Club is also home to the Middle East s first golf academy, evidence of the country s desire to produce its own talented players. Dubai Creek & Golf Yacht Club

44 44 FOCUS ON UNITED ARAB EMIRATES Cricket up and coming Cricket, already hugely popular amongst the expat community, has also grown its following amongst the native MENA population in recent years. The ICC s Global Cricket Academy in Dubai has become a training ground for some of the world s best teams and top notch facilities have led to the hosting of world level tournaments including Pakistan s home series and the Indian Premier League. Soon to resign after four years leading the national side, UAE coach Aaqib Javed has had a positive influence on cricket across the region, taking the team to two World Cups and reviving the sport s reputation. With the ICC currently exploring the possibility of UAE hosting additional Twenty20 tournaments, the future of cricket in MENA looks promising. Horse racing flourishes Significant to the country s heritage and followed by 18% of Emiratis, horse racing in the UAE has evolved rapidly in the last two decades, securing its place amongst the world s top racing nations. Each year the UAE racing season incorporates around 60 fixtures, with the jewel in the crown arguably being the Dubai World Cup; launched in 1996 and taking place on UAE s flagship racecourse, Meydan, it is now the richest horse race in the world with a purse of US$10 million. Driven by continuing investment and the passion of the Emirati people, horse racing in UAE is thriving. Senior Warriors and Desert Cubs Parents Team playing at the ICC Academy in Dubai Photo: ICC Academy Facebook Meydan Racecourse, Dubai Photo: Dubai Racing Club / Andrew Watkins

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