Global MICE Organisation Limited (GMOLx), in partnership with the Dubai Sports Council (DSC), has announced a high-profile roster of international athletes, innovators, and thought leaders, along with an extensive programme of live activations for LEVEL UP, Dubai’s debut sports technology expo taking place at Dubai Harbour from 27–29 November 2025.
Designed to cement Dubai’s role as the region’s hub for the rapidly expanding global sports tech industry, LEVEL UP will unite more than 400 brands, over 75 exhibitors, 70+ speakers, and an array of interactive showcases demonstrating how emerging technologies are transforming the world of sport — from performance and coaching to fan engagement and entertainment. The event brings together athletes, federations, rights holders, investors, influencers, startups, and media, creating a unique gateway for global tech players to access the GCC’s surging sports economy, while offering regional stakeholders a window into the world’s most advanced sports-tech innovations.
Among the confirmed organizations are LaLiga, Saudi Pro League, Qatar Stars League, Olympique Lyonnais, Asia Sports Tech, TRISON, INTERPOL, along with major technology leaders Microsoft and Lenovo. Leading sports-tech companies including Sportradar, DAZN, Avalanche Studio Group, Hyperice, Tata Elxsi, Forus, and Whoop will also participate.
Over three days, attendees will get hands-on with breakthrough products, watch live demonstrations from global street-sport icons such as world champion freestyle footballer Sean Garnier and basketball legend The Professor, explore immersive gaming environments, and learn directly from founders, investors, and performance experts at the forefront of sports innovation.
Namir Hourani, Managing Director of GMOLx, the official organiser of LEVEL UP, said, “LEVEL UP represents a fundamental shift in how the region approaches sports innovation. We’re putting technology in people’s hands, allowing visitors to experience AI-powered coaching, motion-tracked analysis, and elite athletes demonstrating cutting-edge wearables. By connecting global tech leaders with regional federations, leagues, and investors, we’re creating collaborations that will define the future of sports across the MENA region.”
The conference programme spans 30 content tracks across two stages, covering themes such as performance data, fan monetization, wearable tech, AI-led coaching, smart venue innovation, and sports applications of Web3.
International speakers include Horst Bente, grandson of Adidas founder Adi Dassler and Founder of Adi Dassler Legacy Ltd; Christoph Sonnen, Co-founder of LEAD.VC; Nicolo D’Ercole, EVP AI & Technology at Sportradar; Sebastian Lancestremere, Microsoft WW Strategic Partnerships Director and President of GSIC; Boutros Boutros of Emirates; Rui Lanca of Al Ittihad (KSA); Jes Madsen of Saudi Pro League; Rick Cost of Olympique Lyonnais; Samir Ceric, Hashem Aljamal, and Tapio Rosenius.
The Innovators Showcase will spotlight more than 45 high-growth startups across key verticals including performance analytics, fan engagement, wearables, media and broadcast, and esports. Investors such as Courtside Ventures, LEAD.VC, Adi Dassler Legacy Fund, Razor Capital, and ONETOWATCH, as well as family offices and angel networks, will be in attendance — reflecting the rising investor appetite in the region’s sports tech market.
During a fireside chat, Horst Bente will discuss the legacy of his grandfather and the continued influence of the Dassler philosophy on modern sports innovation. He noted: “My grandfather lived by a simple principle: ‘LEAD, don’t copy.’ LEVEL UP embodies that same spirit — leading the way in making Dubai a powerhouse for sports-tech innovation. And as one of the first movers in sports-tech investing, LEAD — our global sports & health tech investment platform — is proud to support this momentum.”
The launch of LEVEL UP comes as the Middle East accelerates investment in sports infrastructure and technology. Dubai remains at the heart of this growth, with its sports sector contributing roughly USD 2.5 billion annually to the emirate’s economy, supported by national strategies, a strong startup ecosystem, private-sector expansion, and a vibrant fitness community.
Iris Cordoba, Managing Director at GSIC, commented, “We’re proud to join LEVEL UP as a content partner for what will be the year’s largest global sports tech and innovation expo. At the Global Sports Innovation Center powered by Microsoft, we are committed to connecting the industry’s key players and accelerating technology adoption worldwide. LEVEL UP is a unique platform to advance that mission and showcase the future of sports together.”
The event’s outdoor arenas will host a variety of marquee activations. Urbanball will showcase Sean Garnier through freestyle performances, a panel on the rise of 1v1 formats, and youth skills clinics, complete with meet-and-greet sessions. The Professor will run basketball workshops and clinics, giving fans hands-on interaction with one of the sport’s most recognisable performers.
World Padel Academy (WPA) will lead live padel exhibitions and coaching sessions, highlighting the sport’s explosive growth in the region alongside WPA’s data-driven training ecosystem. JAM Sports Academy will convert the basketball courts into a tech-infused performance zone, featuring wheelchair basketball, unified sports demos, sensor-powered drills, youth challenges, Special Olympics activities, parent workshops, and a “mini press conference” zone for kids.
Combat sports fans will get to experience a full fight-production environment as ChampBelts gym and KO2 stage a tournament-style showcase complete with walkouts and awards.
Esports and gaming enthusiasts will also be catered to as GameCentric’s “GameQuest Express” delivers a mobile esports arena featuring VR games, console play, competitions, and instant rewards. HERSPACE will host women-led, Afrobeat-inspired fitness sessions powered by Dubai’s fast-growing community led by Sher.
The four-day programme begins on 26 November with an exclusive VIP reception, followed by three full days of B2B and consumer events running from 9:30 AM to 8:00 PM.
LEVEL UP is supported by a strong coalition of regional and global partners. LEAD.VC and Cypex | Paddle Factory serve as Platinum Sponsors, with XPLERE as Silver Sponsor, and Sportradar and Skandal as Panel Sponsors. Ecosystem support comes from GSIC, Plug and Play, F6S, WyLab, D2A2, SportsTechX, and Sportstech.AI, while on-ground activation partners include World Padel Academy, JAM Sports, and others.
