Riyadh, KSA – A new report by PwC Middle East identifies digital stadiums as a game-changer for Saudi Arabia’s sports industry, enhancing fan experiences and operational efficiencies in anticipation of major international sporting events. The report emphasizes the importance of immersive, technology-driven sports facilities as a response to the increasing popularity of at-home streaming.
The Kingdom aims to leverage technologies such as 5G, cloud computing, and Extended Reality (XR) to create unrivaled and engaging fan experiences. Digital stadiums will not only transform the fan experience but also enhance the operational dynamics of these venues.
Sports plays a key role in Saudi Arabia’s Vision 2030 initiative, which aims to foster a vibrant society and a thriving, diversified economy. As the Kingdom prepares to host prominent international events, including the 2027 AFC Asian Cup and the 2034 FIFA World Cup, it is making significant investments in world-class sports facilities and local sports development.
Hesham Ghaleb, Smart Destinations Partner at PwC Middle East, remarked, “Saudi Arabia’s ambitious goals and unique approach have the potential to not only reshape its sports landscape within its borders but also set international standards. By transforming the fan experience and improving stadium operations through digitalisation, Saudi Arabia stands to position itself as a global leader in sports.”
The digital stadium market is expected to grow rapidly, with an annual expansion of 20.6% from 2025 to 2037, reaching US$191.7 billion. This growth is fueled by the demand for more efficient stadium operations and enhanced fan engagement. A survey by Intel found that 77% of sports fans are willing to pay more for tickets to a digital stadium, and 88% believe technology improves their viewing experience.
AI-driven systems and IoT solutions are enhancing event management, reducing costs through predictive maintenance, personalized advertising, and data-driven insights. These technologies also help optimize energy consumption and reduce the carbon footprint, aligning with Saudi Arabia’s commitment to sustainable development.
The benefits of digital stadiums have already been seen in the region. During the 2022 FIFA World Cup, AI-driven cybersecurity and crowd management tools ensured a secure and smooth event, showcasing the value of these advanced technologies. Qatar’s real GDP growth of 8% in Q4 2022 further highlights the economic impact of digital stadiums, which played a key role in the success of the tournament.
The report emphasizes that to ensure the success of digital stadiums, the Kingdom must prioritize advanced digital environments, map user personas, and tailor experiences using tools like Augmented Reality (AR) and interactive apps.
About PwC
PwC’s purpose is to build trust in society and solve important problems. With a network of firms in 149 countries and over 370,000 employees, PwC is committed to delivering high-quality assurance, advisory, and tax services. PwC Middle East has over 12,000 professionals across 30 offices in the region. For more information, visit www.pwc.com/me.
