Dubai World Trade Centre Authority announces launch of new sports, entertainment free zone cluster

March 14, 2025

Karen Sweaney

The Dubai World Trade Centre Authority (DWTCA) has announced the launch of the UAE’s first dedicated sports and entertainment business cluster within the Free Zone environment.

DWTCA was established in 2015 to provide a competitive and regulated Free Zone ecosystem within Dubai’s Central Business District and with its premium commercial office space hosts a diverse international business community, including startups, SMEs, and leading corporations across more than 40 industries.

DWTCA advised the new entity - International Sports & Entertainment Free Zone (ISEZA) - will provide a unified platform for licensing businesses across established sectors, such as sports management and marketing, event management, talent representation and media and broadcasting, while also supporting growth in emerging areas such as esports and AI-driven sports tech.

As part of Dubai’s plans to become a top destination for sports and entertainment events, the city aims to attract a diverse range of industry players including global brands, sports leagues and franchises, rights owners and investors, sports and talent agencies, artists, sports and media personalities, social media influencers and creative industries professionals to the new business cluster based in the Dubai World Trade Centre’s free zone.

ISEZA will enable licensing for various sports and entertainment business activities, and aims to nurture a collaborative ecosystem to promote the industry’s growth.

Located in One Central, near the Museum of the Future, ISEZA benefits from a prime business district location and will collaborate with key UAE authorities to provide corporate and legal support to its members, including UAE Ministry of Sports, Dubai Sports Council, and UAE National Olympic Committee.

Dubai’s sports industry contributes approximately $2.5 billion annually to the Emirates’s economy. The UAE has also been at the forefront of Economic Zones development, boasting over 40 Free Zones that target a variety of industries. ISEZA will further act as a specialised hub to boost the flourishing sports and entertainment business sector in the UAE and the broader Middle East.

ISEZA Chief Executive Damir Valeev noted “our project is aligned with Dubai’s strategic vision of being a global destination for sports, entertainment, and tourism.

“This initiative will have a major social impact, creating a unique environment for hosting sports exhibitions, museums, academic programs, and community projects in Dubai World Trade Centre and Dubai Expo areas.

“Driven by the UAE’s vision of business development with higher social impact, we believe it will further contribute to the promotion of active sports and a healthy lifestyle in the UAE overall.”

Image top: Credit: Dubai World Trade Centre; Image below: Credit: Museum of the Future - welcomed two million visitors from more than 172 countries since opening in February 2022.

About the author

Karen Sweaney

Co-founder and Editor, Australasian Leisure Management

Artist, geoscientist and specialist writer on the leisure industry, Karen Sweaney is Editor and co-founder of Australasian Leisure Management.

Based in Sydney, Australia, her specific areas of interest include the arts, entertainment, the environment, fitness, tourism and wellness.

She has degrees in Fine Arts from the University of Sydney and Geological Oceanography from UNSW.

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