Dubai has unveiled a groundbreaking initiative designed specifically to boost the sports and entertainment sectors by creating a dedicated free zone cluster named the International Sports and Entertainment Zone (ISEZA). Officially announced on Tuesday, ISEZA will be strategically located within the Dubai World Trade Centre (DWTC) Free Zone, marking a significant advancement for both local and global businesses operating in these dynamic industries.
A New Hub for Sports and Entertainment
ISEZA stands out as a unique, industry-focused free zone not only within the UAE but also on a global scale. It aims to streamline licensing processes for various specialized activities such as sports management, sports marketing, talent representation, event organization, and media broadcasting. Additionally, the initiative places special emphasis on emerging industries, including e-sports, AI-driven sports technology, and innovative areas like fan tokens.
This pioneering zone is envisioned as a vibrant ecosystem, catering to diverse industry participants, including international brands, sports leagues, franchise owners, rights holders, investors, talent and sports agencies, artists, celebrities from the media and sports worlds, influential social media figures, and professionals from the creative industries. 
Attracting Global Sports Organizations
ISEZA’s core objective is to attract prominent international and regional sports bodies. It specifically targets sports federations, leagues, and associations, covering a broad spectrum of sports, both traditional and emerging. By housing such entities, Dubai seeks to further solidify its status as a global sports capital and foster greater international collaboration and investment.
Members of ISEZA will have access to tailored corporate and legal support to streamline their operations effectively. The free zone management will collaborate closely with influential UAE entities, including the UAE Ministry of Sports, Dubai Sports Council, and the UAE National Olympic Committee, among others. This strategic partnership approach ensures a supportive business environment, enabling seamless integration and growth opportunities for businesses joining ISEZA.
Promoting a Culture of Active Living and Social Impact
Khaled AlFahim, Vice President of Asset and Investment Management at DWTC, highlighted that the establishment of ISEZA is expected to cultivate a dynamic business ecosystem. He emphasized that businesses, startups, and entrepreneurs within the sports and entertainment sectors would greatly benefit from the prime location of the DWTC Free Zone, along with extensive networking opportunities presented through its robust schedule of events and exhibitions.
Damir Valeev, CEO of ISEZA, underlined the broader social impact of this innovative venture. He pointed out that ISEZA will facilitate a distinctive environment conducive to hosting sports-related exhibitions, interactive museums, academic initiatives, and community-centric projects within both DWTC and the Dubai Expo regions.
“By aligning with the UAE’s overarching vision for impactful business development, we aim to actively promote a healthy, sports-oriented lifestyle across the nation,” Valeev stated.
Boosting Dubai’s Economic Contribution
Dubai’s sports industry is already a significant economic contributor, bringing in approximately $2.5 billion annually. The launch of ISEZA is projected to amplify this economic impact, positioning Dubai as a more attractive destination for international sports and entertainment investments and partnerships.
With the UAE home to more than 40 diverse free zones catering to various industries, the introduction of the dedicated sports and entertainment free zone represents a strategic addition to the country’s business landscape. ISEZA’s establishment not only enhances Dubai’s global competitiveness but also reaffirms its commitment to fostering innovation, entrepreneurship, and community well-being through sports and entertainment.
