Dubai has taken a bold step to boost its sports and entertainment sector with the launch of the International Sports & Entertainment Zone Authority (ISEZA). This initiative establishes the UAE’s first dedicated business cluster for sports and entertainment within the Dubai World Trade Centre (DWTC) Free Zone. The move is set to streamline business operations, attract global brands, and position Dubai as a global hub for sports and entertainment innovation.
What is ISEZA?
ISEZA, short for International Sports & Entertainment Zone Authority, is a newly launched business cluster within the DWTC Free Zone. Designed to simplify business operations for companies in the sports and entertainment sectors, ISEZA provides a centralised platform for licensing, legal support, and business networking.
Dubai is set to host its first-ever International Sports & Entertainment Free Zone Cluster within the Dubai World Trade Centre's Free Zone. This industry-focused business hub will further enhance Dubai's status as a premier destination for sports and entertainment. pic.twitter.com/5TX3W9ECQW
— Dubai Media Office (@DXBMediaOffice) March 11, 2025
The free zone attracts global businesses and startups in sports, media, and tech with support and infrastructure.
Who Can Benefit from ISEZA?
ISEZA is open to a wide range of industry players, making it a key hub for businesses in sports and entertainment. It welcomes:
- Global sports brands and franchises – Major sports leagues, clubs, and federations can set up operations and expand their reach.
- Event organisers and marketing agencies – Those involved in planning sporting events and large-scale entertainment projects can leverage ISEZA’s strategic location and support services.
- Media and broadcasting companies – Traditional and digital media platforms covering sports and entertainment can benefit from streamlined business setup and operational support.
- Talent and influencer agencies – Agencies managing athletes, artists, and social media personalities will have access to licensing and networking opportunities.
ISEZA fosters innovation in AI sports tech, fan platforms, and e-sports, aligning with Dubai’s future vision.
Why it Matters to Dubai’s Economy
Dubai’s sports sector currently contributes approximately $2.5 billion to the economy each year. With the launch of ISEZA, this figure is expected to grow as the free zone attracts top-tier brands, investors, and talent.
The initiative supports Dubai’s D33 Agenda, boosting economic output and solidifying its global leadership.
Strategic Location and Comprehensive Support
ISEZA is strategically located in One Central, near the iconic Museum of the Future. Its prime location within Dubai’s financial and business district provides easy access to global markets and world-class infrastructure.
The free zone, under the Dubai World Trade Centre, offers licensing, legal support, and networking. ISEZA also partners with key UAE authorities, including:
- UAE Ministry of Sports
- Dubai Sports Council
- UAE National Olympic Committee
This collaboration ensures that businesses within ISEZA receive strong regulatory and operational support, positioning them for long-term success.
Leadership’s Vision
Khaled AlFahim, Vice President of Asset & Investment Management at Dubai World Trade Center, highlighted the importance of ISEZA in driving industry growth. He stated that the new zone will create a dynamic ecosystem, empowering businesses and entrepreneurs in sports and entertainment.
ISEZA CEO underscores Dubai’s vision as a global hub. He noted that ISEZA will also create opportunities for social impact through sports exhibitions, cultural projects, and educational programs.
A New Era for Sports and Entertainment
ISEZA represents a major step forward for Dubai’s sports and entertainment sectors. Dubai positions itself as a leader by supporting business growth and innovation.
ISEZA offers a prime opportunity for businesses expanding to the Middle East. The game has just begun—and Dubai is playing to win.
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