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This time last year, City AM sought insights on which countries would significantly impact the sports world in 2025. My choices were Saudi Arabia, Morocco, and the United States. Reflecting on recent developments, Saudi Arabia’s year was relatively subdued, marked mainly by its notable acquisition of the gaming giant EA through a leveraged buyout—the largest in history. However, economic pressures are expected to persist into 2026, suggesting that we may not see much new investment or initiative from the kingdom next year.
Morocco emerged as an exciting contender in the sports arena with the successful hosting of the FIFA U-17 Women’s World Cup, part of a five-edition series that will conclude in 2029. Additionally, the Moroccan men’s team clinched the Arab Cup, and the AS FAR club triumphed in the CAF Women’s Champions League. Currently, with the African Cup of Nations (AFCON) kicking off, Morocco’s rise in the global sports landscape is undeniable.
The United States continues to be a focal point in the world of sports, drawing attention for various reasons—including Donald Trump’s resurgence in sports discussions, extensive private equity investments, and the expansion of the NBA into Europe. With the World Cup heading to the U.S. in 2026, I anticipate maintaining the U.S. on my list of countries to watch this upcoming year.
Mexico and its Neighbors
This brings me to spotlight Mexico, a co-host for the FIFA World Cup, as one of the important nations to monitor. Successfully executing the tournament is crucial, and much hinges on how Mexico navigates its relationship with the United States, which can be described as at times cordial and at others, quite tense.
The dynamics of cross-border interactions, especially concerning football fans and broader migration issues, will test both nations as they prepare for the World Cup. President Claudia Sheinbaum faces dual challenges: managing international relations and addressing significant domestic issues, including rising crime rates that could overshadow the event. The presence of organized crime alongside an influx of tourists raises valid security concerns during this critical time.
Moreover, the Mexican government must contend with a socially aware younger generation, rising discontent over inequality and unrest that includes protests. The World Cup may significantly amplify these sentiments, driving further activism within the country.
Italy’s Sports Resurgence?
Italy hopes to qualify for the upcoming tournament, though the men’s football team must first navigate through playoffs—a challenging task given recent underwhelming performances. The decline of Italian football is echoed in Formula 1, where Ferrari struggles despite the high hopes surrounding their star driver Lewis Hamilton, who joined the team aiming to bring back its glory.
Italy’s sporting reputation is at a crossroads as it grapples with the decline of icons like Ferrari and its football teams. Interestingly, the Winter Olympics returning to Italy marks a nostalgic moment, with Milan’s historic San Siro stadium set to host the opening ceremony during its final operational phase. Recent agreements between AC and Inter Milan for a shared new stadium could symbolize a turning point for Italian sports.
On the positive side, the nation has witnessed extraordinary success in tennis, crowned by winning both the Men’s Davis Cup and Women’s Billie Jean King Cup in 2025. If the football team finds more success and Ferrari rebounds on the racetrack, 2026 could hold transformative potential for Italian sports.
Dubai’s Sport Strategy
In contrast to the assertive strategies of Saudi Arabia and Qatar in the sports realm, Dubai has maintained a relatively understated profile. While it has established itself as a destination for golf, rugby, and tennis, the emirate has primarily focused on enhancing its tourism sector through sports sponsorships and its airline infrastructure.
However, recent announcements indicate potential shifts; in November 2025, Dubai unveiled its comprehensive Sports Sector Strategic Plan for 2033, aiming to position itself as a leading global sports city. This plan targets an expanded sports economy, emphasizing heightened spectator engagement and an increase in event hosting.
As Dubai aims to catch up with its Gulf neighbors, it looks forward to a more active participation in the international sporting landscape throughout 2026. With robust financial backing and a clear vision, Dubai’s involvement in global sports is likely to gain momentum in the coming year.
Simon Chadwick is a professor of sport and geopolitical economy at Skema Business School in Paris
