LONDON: The Middle East has used large-scale events such as the World Expo and FIFA World Cup as transformative exercises in nation-building, Sir Martin Sorrell, executive chairman of digital advertising and marketing company S4Capital, told the World Economic Forum in Davos.
During a panel session called “Mass Events, Massive Gains?” Sorrell highlighted how countries such as Saudi Arabia and the UAE were leveraging major events to reposition themselves on the global stage.
“What’s really interesting about what's happening in the Middle East is we’re seeing nation branding on a scale that we’ve never seen before,” he said. “Because what’s happening in the Middle East is (that) the rulers of these countries are really thinking about not just (in terms of) sports positioning, (but) it goes much more (deeply), it’s about political, cultural, social positioning of the country.”
The region, particularly Saudi Arabia, the UAE and Qatar, has heavily invested in hosting high-profile events to boost international appeal while providing citizens with a growing array of entertainment and cultural experiences.
Dubai hosted the World Expo in 2021, the first such event in the Middle East, while Qatar welcomed a cumulative 3.4 million attendees during the 2022 FIFA World Cup, according to official figures.
Saudi Arabia has also expanded its portfolio of global events, hosting major sports competitions such as Formula One in Jeddah, the 2024 WTA Tennis Finals in Riyadh, and the Dakar Rally since 2020. Looking ahead, the Kingdom is set to host marquee events including the 2027 AFC Asian Cup, the 2030 Riyadh Expo, and the 2034 FIFA World Cup.
While these drive significant social and economic benefits, they also come with high costs. Sorrell emphasized the need for a more balanced approach to event planning in the future.
“There’s also an economic tension, because whilst it’s true that these events are very powerful, they’re also very costly,” he explained.
“So what’s happening is the events are going to have to be changed, in my view, in the longer term. One, they’re going to probably have less new facilities, and therefore (be) more economic. And they’re also going to have to be much more sustainable, and they’re also going to have to appeal to consumers, particularly Gen Z, who are different.”
On the same panel, H.H. Sheikha Latifa Bint Mohammed bin Rashid Al Maktoum, chairperson of the Dubai Culture and Arts Authority, emphasized the broader social impact of such events, particularly in enhancing quality of life and fostering cultural connection.
“Culture is a very important part of social fabric. It is the thread that connects communities. It is the thing that formulates your self-identity, creates your values, and it’s the thing that really connects people and brings people together,” she said.
Dubai, she added, has aimed to deliver strategies that provide opportunities for cultural industries to thrive organically and create that social cohesion.
For Anna Marks, global chair at Deloitte, the key lies in understanding the human need for connection and experiences, particularly among younger generations like Gen Z, who place a high value on belonging and social cohesion.
“When you look at some of the research out there around what Millennials and Gen Zs want, when they want to spend their money, they make choices, and they actually are telling us they want to spend their money on experiences and not product,” she said. “And that’s a really interesting trend.”
“You need to really come together, not just sort of cooperate by not getting in each other’s way, but deeply collaborate, agreeing what the vision is, building the solution together and delivering that. And (then) you move that into partnership and the economic aspect.”
To avoid creating unused facilities, Marks suggested repurposing venues for other uses, such as retail or community spaces.
“I think we should be excited about this sector,” she added.
