Dubai Harbour Hosts the LEVEL UP Sports Tech Expo & Conference
From November 27 to 29, 2025, Dubai Harbour became the epicenter of sports technology as it hosted the inaugural LEVEL UP Sports Tech Expo & Conference. With over 4,000 attendees, more than 75 exhibitors, and over 70 industry speakers, the event highlighted the innovative intersection of technology and sports. Attracting over 400 global brands, the expo provided a dynamic environment focused on the rapid advancements occurring in sports tech.
A Collaborative Initiative
The event was orchestrated by Global MICE Organisation Limited (GMOLx) in partnership with the Dubai Sports Council. It served as a platform to showcase groundbreaking developments in sports technology, including advancements in artificial intelligence (AI), wearable technology, performance analytics, recovery science, esports, and innovative ways to engage sports fans.
Major Launches That Made Waves
Among the highlights was Urbanball’s introduction of its AI Referee Engine and the Urbanballer App, developed in conjunction with freestyle football champion Sean Garnier. This innovative platform achieved remarkable success, tallying 1.8 billion views and generating $1.1 million in its inaugural year, establishing itself as a standout player in the regional sports tech landscape.
Another major announcement came from Forus, marking a significant milestone with the launch of the UAE’s first domestically produced longevity supplement line aimed at improving gut health, reducing inflammation, and enhancing sleep quality. Additionally, Cypex revealed plans for the region’s first dedicated B2B racket-sports exhibition, set to debut at LEVEL UP 2026.
Insights from Industry Leaders
The conference offered a rich array of knowledge with 30 content tracks across two stages. Topics ranged from athlete longevity and digital rights to women-led community initiatives and the evolving role of Web3 in fan engagement. A diverse lineup of over 70 speakers from prominent organizations such as Microsoft, DAZN, and LaLiga shared insights into the future of sports technology.
Key discussions centered around various facets of the sports tech value chain. This included performance analytics, AI-driven coaching, the monetization of fan engagement strategies, advancements in smart venue technology, broadcast innovation, and the development of the esports ecosystem.
Emphasizing Recovery and Performance
Central to the conference were sessions focused on recovery science, led by experts from WHOOP, Eight Sleep, Hyperice, and Forus. These discussions underscored the critical role of sleep, data-informed recovery practices, and the holistic approach to athlete wellbeing. Hands-on activations across multiple sports such as padel, football, basketball, boxing, and esports allowed thousands of attendees to experience the latest advancements firsthand.
Notable figures like Sean Garnier and street basketball legend The Professor attracted crowds, conducting skills clinics, workshops, and engaging meet-and-greet sessions with fans.
Looking Ahead
With support from global partners including LEAD.VC, Cypex, and Sportradar, the LEVEL UP Expo firmly positioned Dubai as a leading hub for sports technology. Plans for an even grander event in 2026 have already been confirmed, promising to further enhance the city’s reputation in this rapidly evolving sector.
Namir Hourani, Managing Director of GMOLx, expressed the significance of the event, emphasizing the industry’s need for a unified global platform that brings together athletes, innovators, investors, and federations. He remarked on Dubai’s unmatched infrastructure and global connectivity as crucial elements that make it an ideal venue for LEVEL UP, aiming to foster a vibrant community around sports innovation.
Acknowledging Support
LEVEL UP was backed by key sponsors such as LEAD.VC, Cypex, and Paddle Factory as Platinum Sponsors, along with Silver Sponsor XPLERE and Panel Sponsors Sportradar and Skandal. Additionally, local partners, including World Padel Academy and JAM Sports Academy, powered daily activations, while GameCentric focused on gaming engagement.
Social media platform TikTok played a pivotal role in amplifying the event’s reach to global audiences, enhancing the impact of the expo. Other ecosystem contributors, such as GSIC and Plug and Play, also played critical roles in the event’s overall success, making LEVEL UP a landmark moment for sports technology in the region.
