The Finance 360 team was on the ground at LEVEL UP — the global Sports Tech Innovation Expo created in partnership with the Dubai Sports Council and GMOLx. Set to become the world’s leading platform for tech-driven transformation in sports, the event spotlighted cutting-edge solutions shaping a US$3.3 billion sports tech market in the region.
Bringing together more than 10,000 attendees, LEVEL UP united professional athletes, sports federations, major brands, startups, investors, and top technology innovators under one roof.
We spoke with several influential leaders driving the next chapter of sports innovation:
- Ahad Bhai – Founder & CEO, SIXR Cricket
- Horst Bente – Grandson of adidas founder Adi Dassler & Founder, Adi Dassler Legacy Ltd.
- Christoph Sonnen – Co-founder & CEO, LEAD
- Nicolò D’Ercole – EVP AI & Technology, Sportradar
- Samir Ceric – Chairman, Ceric & Co.
From AI-enhanced performance systems to immersive fan engagement tools and next-generation sporting infrastructure, LEVEL UP demonstrated how technology is transforming the way sports are played, trained for, experienced, and governed.
