How the UAE sports sector is adapting to COVID-19
The world before covid-19 seems a long time ago[1]. Any way you choose to look at the global sports and events sector, as we have just passed the halfway mark, 2020 has already been a year of monumental disruption[2]. Competitions in most major professional sports have been topped, tailed, trimmed or truncated[3], while major events from the Tokyo summer Olympics[4] to Wimbledon and many points in between have been subject to postponements, cancellations and calendar re-shuffles[5].
Quite apart from the human costs of the pandemic[6], the economic impact in terms of devastating job losses, lost broadcasting revenues, gate receipts, sponsorship funding and vital footfall for travel, tour, hospitality and other symbiotic sectors has left event rights-holders and venues amongst those scrambling to plot a course forward. The previously booming sports industry has suffered a significant dent in global revenue[7] as a result of the coronavirus triggered shutdown starting in March 2020, when the coronavirus was declared a pandemic.
This article examines how the UAE’s sports sector has been affected by the pandemic and the key elements required for a speedy recovery. Specifically, it looks at:
- The impact on UAE sports & events
- Lessons from sports and events that have successfully pivoted
- How shutdown dynamics work
- Classifying and addressing the risks
- Return to sport guidelines – logistics
- A way forward
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Written by
Steve Bainbridge
Ujjwal Ashok
Ujjwal is a commercial and sports law counsel with over nine years of post-qualification experience, including over six years specialising in the sports, media, gaming, entertainment and digital sectors. He has worked across private practice and in-house legal functions in India and the UAE, advising businesses and stakeholders on a range of commercial, regulatory and strategic matters. His experience includes working with Dream Sports, where he advised on strategic partnerships, sponsorships, licensing and endorsement arrangements involving leading sports franchises, leagues, governing bodies and athletes. He has also worked with SonyLIV, advising its digital streaming business, and was previously part of the Sports and Events practice at Al Tamimi and Company, Dubai, where he advised on legal and commercial matters across the sports and events ecosystem.
