Sport & Events

The UAE has firmly established itself as a global destination of choice for international sport, major events, and world-class entertainment, anchored in its National Sports Strategy 2031, which targets 71% sports participation across the population, qualification of more than 30 athletes for the 2028 Olympic Games, and a 0.5% increase in the contribution of the sports sector to non-oil GDP.

The UAE Sports Law (Federal Law No. 4 of 2023) establishes the overarching regulatory framework for sports entities and sports –related infrastructure in the UAE, differentiates between hobby and professional sports, regulates international coordination, and strengthens the capacity of authorities to meet the community participation targets and increase sports market growth.

In 2025, the UAE hosted over 127 international sporting events, generating an estimated AED 8 billion in economic impact. The Abu Dhabi Grand Prix alone drew a record 203,000 spectators attending the Yas Marina Circuit on race weekend, with direct spending reported to have exceeded AED 1.4 billion. Sports and events tourism now contributes approximately 5% of UAE GDP, with the regional sports market growing at approximately 9% annually.

Sport and entertainment law in the UAE operates at the intersection of commercial rights, regulatory compliance and intellectual property protection. The rapid expansion of the sector has heightened the necessity for accurate and clear contracts that address ownership and protection of commercial rights, including broadcasting, sponsorship, merchandising, image rights and ticketing arrangements.

Our practice specialises in the legal, regulatory, and commercial aspects of sport and events 'onshore’ in the UAE, in the Abu Dhabi Global Market (ADGM) and in the Dubai International Financial Centre (DIFC). We advise on the structuring and negotiation of commercial rights agreements, compliance with sports governance and regulatory frameworks, effective risk management strategies, and the protection of commercial interests across live events, broadcast, digital media, and brand partnerships.

Our expertise covers all aspects of sport and events landscape, including:

• event organisation, governance, structuring and management;
• hosting and venue agreements;
• sponsorship and partnership agreements;
• naming rights and monetisation of commercial rights; 
• licensing and merchandising;
• broadcasting and media rights;
• event performer and participation agreements; 
• sport federation, athlete and talent agreements;
• technology and digital platforms, apps and content distribution;
• intellectual property and image rights;
• brand protection and enforcement; 
• ticketing, hospitality and VIP Arrangements;
• procurement and Value-in-Kind (VIK) arrangements;
• commercial partnerships and joint ventures in sports sector;
• advertising, marketing and promotional arrangements;
• employment and workforce arrangements;
• regulatory approvals and entertainment licensing requirements;
• music, film, and live entertainment production and distribution;
• disputes and dispute resolution.

• Advised a high-profile individual on the acquisition of a controlling interest in a prominent English Premier League football club, in a transaction valued at over £100 million, and advised the club on various subsequent corporate and financing transactions.
• Advised Expo 2020 Dubai on land transfer matters relating to a country pavilion together with other commercial matters including bond security arrangements for works and Expo 2020 corporate policies.
• Advised the Special Olympics World Games as official legal supporter, providing legal advisory services throughout the build-up to, during and after the World Games. The event was under the patronage of His Highness Sheikh Mohamed bin Zayed Al Nahyan and was one of the largest sports and humanitarian events ever to be held in the region.
• Advised on the official rules, website terms of use and privacy notice for a global open innovation challenge called “Cognistreamer” operated by the Special Olympics in conjunction with Ernst & Young. Participants were asked to submit a solution or an idea to assist people with special needs or disabilities.
• Advised a Sharjah-based sports and event management company in relation to a new cricket league format.
• Advised Red Bull on web related services including drafting disclaimer in English and Arabic for a Gravity Event.
• Advised a global sports brand in challenging a fine imposed by the FTA in relation to the self-disclosure of unreported VAT amounts.
• Advised BMG Middle East Development LLC in relation to commercial matters for “The Cube” development at Dubai Sports City including construction contracts, joint venture arrangements, employment matters, consultancy and supply agreements and hotel related matters.
• Advised Palms Sports LLC on its conversion into PJSC and its listing on the ADX Secondary Market.
• Advised Gulf Sport Racing LLC on IP matters in relation to racing car series in the UAE.
• Advised one of the largest international entertainment companies in the world on the impact of the UAE competition law regime upon its proposed purchase of licenses for a leading content delivery system.
  Represent a prestigious entrainment and specialized music/sports training institution on brand protection, trademark clearance and prosecution.
• Advised a major UAE investment and development group on the redevelopment of Sheikh Zayed Sports City, including matters relating to the development and associated contractual arrangements.
• Advised a leading sports management, training, and services company on the due diligence exercise and issuing a key issues report in relation to its acquisition.
• Advised a US multinational, supplier and manufacturer of athletic shoes, apparel and sports equipment on data protection and navigating complex data privacy legislation issues in the UAE.
• Advised a global sportswear brand on a range of commercial and corporate matters in the UAE, including sponsorship arrangements, sports-related investments involving Ferrari Sports LLC and Sport Investment UAE LLC, distribution arrangements, employment matters and data protection.
• Advised the National Basketball Association (NBA) on a variety of UAE corporate, commercial regulatory and tax considerations in relation to holding exhibition games in Abu Dhabi and associated activities in the UAE.
• Advised a global entertainment business on the engagement, management, review and negotiation of the agreements involved in arranging and delivering of the New Year’s Eve event fireworks and LED light show display from an iconic UAE landmark, with footage televised globally.
• Advised a sports marketing and management firm engaged in arbitration over a terminated licensing agreement as a consequence of changes introduced by the Union of Arab Football Associations.
• Advised a swimming club on the preparation of a template services agreement for use with schools, including coverage of issues and liabilities relating to data protection and intellectual property.
• Advised a major international airline on matters relating to the Rugby World Cup, alongside corporate, commercial and intellectual property matters.
• Advised PSAV (a global leader in event experiences) on the acquisition of eclipse group (a leading audiovisual and live production and venue company which manages events in Dubai, Abu Dhabi and Riyadh).
• Advised a leading international sports and lifestyle brand on exclusivity and non-compete obligations under UAE competition law in connection with the proposed launch of a mobile offering in the UAE and related event sponsorship arrangements.
• Advised a leading football club on the review and negotiation of intellectual property provisions in an employment agreement, including IP assignment and ownership provisions.
• Advised a leading event ticketing and technology platform on its UAE-facing contractual framework, including the review and drafting of client terms and services agreements, data processing provisions and a data privacy addendum, and advised on the application of the UAE's three data protection regimes.