Where Sport
Meets The Tech
Shaping
What Comes Next
LEVEL UP is the region's defining sports technology event — an outdoor festival-format expo at Dubai Harbour bringing together the global sports ecosystem to connect, showcase, and accelerate.
The Platform
Sport Has Been
Waiting For
LEVEL UP is not a conference. It's a full-scale sports tech ecosystem — an outdoor festival-format expo at Dubai Harbour that brings together global clubs, federations, startups, investors, media, and solution providers for three days of connection, discovery, and acceleration.
The region's first dedicated sports tech innovation expo — curated, multi-day, outdoor — where the global sports industry meets the companies redefining it.
Sport is undergoing its most profound technological transformation. LEVEL UP exists to accelerate that shift — creating the space where ideas become partnerships.
Dubai is the world's most connected sports destination. Dubai Harbour provides an iconic outdoor stage that no indoor convention centre can replicate.
C-suite executives, founders, investors, federation directors, media, athletes, and the world's fastest-growing sports technology companies — 5,000+ from 95+ countries.
30+ conference tracks, 100+ exhibitors, startup pitches, live sports activations, VIP networking, curated B2B meetings, and an awards gala.
We believe sport is humanity's greatest stage for technology. LEVEL UP is built on the conviction that when the right people connect in the right environment, the future arrives sooner.
Media Room
LEVEL UP's integrated communications strategy delivers extraordinary exposure across digital, social, print, broadcast, and influencer channels.
Journalists, photographers, and broadcasters can apply for press accreditation — complimentary access, press kit, and interview facilitation included.
Dubai Sports Council and GMOLx unveil LEVEL UP, a sports tech innovation expo bringing 10,000+ attendees to Dubai Harbour and opening access to a US$3.3 billion regional market.
Adi Dassler Legacy Fund co-founder Horst Bente opened LEVEL UP with a call for originality, as AI, data science and investment set the Day One agenda.
Day Two delivered major product launches — the Urbanballer App and AI Referee Engine, new performance supplements from Forus, and Microsoft’s global AI playbook.
The inaugural edition closed with 75+ exhibitors, 400+ global brands and breakthrough launches, confirming Dubai as the launchpad for the world’s sports technology.
- Dubai Sports Council and GMOLx collaborate to launch LEVEL UP, set to become world’s leading platform for tech-driven transformation across the global sports landscape
- The premier global gathering will unite 10,000+ attendees and showcase the future of sports technology, unlocking access to the surging US$ 3.3 billion regional market
- The Expo will showcase innovative tech applications and next-gen infrastructure reshaping how sports are played, experienced and managed
- LEVEL UP will take place from November 27-29, 2025, at Dubai Harbour, convening celebrity athletes, sports federations, brands, startups, investors, sports tech professionals, innovators, and media
Dubai, UAE – [XX MAY 2025]: Global MICE Organisation Limited (GMOLx), in collaboration with Dubai Sports Council (DSC), today announced the launch of LEVEL UP, a sports tech innovation expo dedicated to showcasing next-generation technologies across multiple sports. Scheduled from November 27-29, 2025, at Dubai Harbour, LEVEL UP will unite over 10,000 global attendees, including athletes, federations, startups, investors, influencers and media to accelerate innovation in the sports tech sector, reinforcing Dubai’s position as an international sports and entertainment hub and a community-centric city.
Hosting LEVEL UP in Dubai offers global players a strategic gateway into the GCCs rapidly expanding sports economy. Driven by increased investment in infrastructure and the rising number of international sporting events, the Middle East and Africa sports tech market is projected to reach USD 3.3 billion by 2030. Dubai is at the heart of this growth, with the sports industry contributing approximately USD 2.5 billion annually to its economy, driven by bold national strategies, a vibrant startup ecosystem, private sector initiatives and an active health and fitness community.
LEVEL UP will showcase transformative technology applications and advanced infrastructure that are enhancing athletes’ performance and revolutionising both established and emerging sports. Attendees will experience first-hand the latest innovations in performance-enhancing wearables, immersive fan engagement, stadium security technologies, AI-driven analytics, training and rehabilitation solutions, esports, gaming and media broadcasting. The Expo will spotlight the evolution of major sports, including football, Formula 1, cricket, tennis, golf and athletics, alongside breakthrough developments in swimming, horse racing, extreme sports and esports, cementing Dubai’s role as a global stage for sporting excellence.
Eisa Sharif, director of Sport Events Department at Dubai Sports Council, said: “Dubai is committed to hosting world-class sporting events and community-driven initiatives with innovation at the core. Launching LEVEL UP will provide an international platform that fosters a collaborative ecosystem to drive innovation, accelerate industry growth, and connect the full spectrum of the sports tech community. Hosting LEVEL UP in Dubai will also offer global players access to a high-growth regional market, connecting them to talent, capital, and opportunity across the sports tech value chain”.
The three-day expo will feature strategic panel discussions, keynote speeches, interactive showcases, live demos, brand engagement activations and celebrity meet-and-greets. Dedicated to engaging the wider community, LEVEL UP will host side events such as sports competitions and tournaments in padel, street football and basketball, inviting participation from corporate leaders and local residents. LEVEL UP will also host a prestigious award ceremony, celebrating the most influential sports tech startups and industry leaders driving global change in sports performance and fan experiences.
Namir Hourani, Managing Director of GMOLx, said: “LEVEL UP is designed to engage everyone – from curious young minds and sports enthusiasts to corporate leaders and global innovators. Whether it's meeting with international celebrities, exploring the latest trends and innovations, or simply enjoying an immersive experience, LEVEL UP promises an electrifying and engaging atmosphere for all. At GMOLx, we are committed to delivering world-class global events that are impactful, unique, and unforgettable. We look forward to welcoming the global sports community to LEVEL UP for what will be the world’s most entertaining sports tech innovation expo.”
In line with Dubai’s strategic vision to be a leading global destination for sports, entertainment and tourism, DSC & GMOLx invite international and local organisations to participate in LEVEL UP. This premier gathering offers a pivotal platform to engage in critical industry discussions, showcase groundbreaking innovations and forge invaluable connections with key decision-makers and pioneers across the global sports ecosystem, collectively powering the next era of sports innovation.
- Global sports leaders set the agenda as AI, data science and new tech headline on Day 1
- Horst Bente, Christoph Sonnen, Boutros Boutros, and Jes Madsen deliver keynote insights on performance, innovation and the future of sport
- Panels explore the AI-powered sports economy, emerging fan engagement models, and the rise of Web3 and data-driven decision-making
Dubai, UAE – 28 November 2025: Day One of LEVEL UP - Dubai’s inaugural Sports Tech Expo, launched by Global MICE Organisation Limited (GMOLx) in collaboration with Dubai Sports Council (DSC) opened with a powerful message from Adi Dassler Legacy Fund co-founder Horst Bente, who urged startups to embrace originality, innovation and purpose.
Setting the tone for the three-day event – which brings together more than 400+ brands, 75+ exhibitors, 70+ speakers, and live experiences - Bente shared the story of his family’s role in creating the modern sports industry, and how that legacy continues to shape their approach to backing next-generation founders through his venture LEAD.VC.
“The motto for LEAD is ‘lead and don’t copy’. That thinking comes directly from my grandfather. He always wanted to be the one that disrupts the space, the one who stays closest to athletes, listens to their needs and creates real solutions. Innovation for him was never theoretical - it was hands-on.
“He changed the surface of our tennis court every four years to match the next Olympic track and brought in athletes to run corners in dry, wet and even soapy conditions so he could understand exactly how to make shoes better.
“That spirit of experimentation, resilience and obsession with performance is what drives us today. We believe founders should hold onto their dream, know what they can and can’t do, and surround themselves with people who can help them move faster. If you want to build something meaningful, you have to lead - not copy.”
Bente’s fireside chat highlighted how regions such as the Middle East represent the next major opportunity for sports-tech growth, driven by rapid adoption, investment appetite, and a market ready for innovation. He also emphasised the convergence of sports tech and health tech, particularly around data, AI and longevity.
Appearing alongside Christoph Sonnen, Co-founder of LEAD VC, the pair reflected on a decade of early-stage investing and the shift from sport being viewed purely as entertainment to becoming a global technology and investment vertical.
In a fireside chat titled, From Sponsorship to Innovation: How Emirates Is Redefining the Future of Global Sport, Boutros Boutros, Executive Vice President, Corporate Communications, Marketing & Brand, outlined how Emirates has transformed its sports partnerships model from traditional visibility to end-to-end innovation.
The afternoon also saw a deep dive into football intelligence and performance innovation with Jes Madsen, Director of Football and Data Science at the Saudi Pro League, who delivered the keynote Cognition in Elite Football: A Need for New Technical Advancements. Madsen unpacked the growing role of cognitive science, decision-speed analytics, and advanced tracking technologies in shaping elite football development.
The first day featured demos, startup showcases and athlete-focused activations across esports, street sport and performance testing, bringing together innovators, federations and investors from around the world.
Officially opening LEVEL UP with a welcome keynote speech, Eisa Sharif, Director of the Sports Events Department at Dubai Sports Council, said: “Level Up has officially launched and the energy has been unreal. From AI and esports, to recovery tech, wearables, fan experience zones, and next-gen stadium innovations, the future of sports is evolving right here in Dubai. This is a city that consistently delivers world-class events, hosts some of the biggest tournaments globally, and provides an environment where start-ups scale, global brands expand, and ambitious ideas come to life. We’re looking forward to welcoming everyone to experience these technologies first hand over the next few days.”
A final standout moment was the panel “1v1 Leagues: Tech, Talent, and the New Sports Format,” where speakers explored how 1-vs-1 football and basketball are emerging as fast-growing competitive formats, powered by AI, advanced data capture and new talent pathways. The discussion highlighted how technology is reshaping short-form sport, from player development to fan engagement.
Momentum carried into the afternoon as Sean Garnier and The Professor lit up the Main Stage with a high-energy, 10-minute freestyle showcase, combining elite control, crowd interaction and impressive tricks that drew one of the day’s biggest audiences.
LEVEL UP continues tomorrow with Day 2 featuring Microsoft’s global AI playbook, culture-building strategies from leading clubs, next-gen broadcast innovations, and the latest in athlete health, wellness and performance analytics.
Across the weekend visitors can also enjoy live freestyle shows featuring world champions, padel and basketball demos, esports and gaming activations, hands-on tech experiences and Family-friendly zones and open sessions for all ages.
LEVEL UP is proudly backed by a powerhouse of global and regional partners shaping the future of sports. Platinum Sponsors LEAD.VC and Cypex | Paddle Factory lead the charge, with Silver Sponsor XPLERE and Panel Sponsors Sportradar and Skandal providing critical strategic support. Ecosystem partners including GSIC, Plug and Play, F6S, WyLab, D2A2, SportsTechX, and Sportstech.AI lay the foundation for innovation infrastructure. On the ground, sports activation partners World Padel Academy, JAM Sports Academy, Urbanball, and ChampBelts bring the energy with daily live experiences. GameCentric joins as Gaming Partner, while Sportslive drives community engagement as Sports in the Community Partner. Rounding out the experience are Venue Partner Dubai Harbour and Content Partner TikTok, amplifying LEVEL UP to the world.
Global speakers include Horst Bente, Grandson of Adi Dassler and Founder of Adi Dassler Legacy Ltd; Christoph Sonnen, Co-founder of LEAD.VC; Nicolo D’Ercole, EVP AI & Technology of Sportradar; Sebastian Lancestremere, Microsoft WW Strategic Partnerships Director at Microsoft and President of Global Sports Innovation Center (GSIC); Boutros Boutros, Executive Vice President, Corporate Communications, Marketing & Brand of Emirates; Rui Lanca, Executive Director for Other Sports of Al Ittihad (KSA); Jes Madsen, Director of Football and Data Science of Saudi Pro League; Rick Cost, Director & Head of Performance of Olympique Lyonnais; Samir Ceric, Chairman of Ceric & Co; Hashem Aljamal, CEO of Cypex Group; and Tapio Rosenius, CEO of Skandal Technologies.
Day 1 also featured high-energy panel discussions on the technology reshaping sport’s commercial future. Highlights included:
- “The AI-Powered Sports Economy” – Nicolo D’Ercole of Sportradar on how AI is transforming integrity, engagement and media.
- “Fan Engagement: Connecting Clubs, Brands and Audiences in New Ways” – leaders from GSIC, 3D Digital Venue and FortressGB showcased new data-driven fan activation models.
- “Beyond the Game: Web3, Community & the New Digital Arena” – experts from Deca4, Avalanche, GameCentric and Ninjas in Pyjamas explored the next-generation digital fan economy.
- “AI in Sport: Smarter Decisions, Stronger Performance” – innovators from Tata Elxsi, Sportstech.ai and Machina Sport revealed new breakthroughs in athlete monitoring and real-time coaching tools.
- Urbanball premieres the Urbanballer App and AI Referee Engine with founder explaining why Dubai was the perfect hub to launch the growing worldwide phenomenon
- Forus announces new athlete-focused performance supplements, backed by the latest scientific breakthroughs
- Microsoft outlines its global AI playbook for the future of performance, fan engagement and operations
- Panels explore athlete monitoring, broadcast innovation, digital rights, club culture and holistic wellness
Dubai, UAE – 29 November 2025: Day Two of LEVEL UP – Dubai’s inaugural Sports Tech Expo launched by Global MICE Organisation Limited (GMOLx) in collaboration with Dubai Sports Council (DSC) – delivered a series of major product launches and technology showcases, as innovators unveiled new digital platforms, performance solutions and AI-powered tools designed to transform the global sports industry.
Headlining the day was Urbanballer App, developed by EX Interactive Gaming in collaboration with Urbanball co-founder and world champion freestyler Sean Garnier. The live demonstration gave audiences a first look at the app’s integrated player-ranking features, verified match uploads and the platform’s AI Referee Engine, which automates scoring, rule enforcement and match validation at scale. The Urbanballer App is scheduled for release in Q2 2026, ahead of Urbanball’s next global season.
Urbanball’s showcase at LEVEL UP reinforced the role of UAE-grown, globally scalable sports IP, and Garnier highlighted the platform’s roots in Dubai’s fast-growing sports-tech ecosystem. Urbanball that has already amassed more than 1.8 billion views and $1.1 million revenue in its first year, according to its founders.
Garnier told LEVEL UP audiences: “From the beginning, I realised you don’t need a pitch, coach or infrastructure to express yourself with a ball. A single trick can capture attention anywhere. There are so many young players around the world with talent but no visibility. The easiest form of football is 1v1 – I started it in one country, then two, and suddenly it was everywhere.
“I wanted to build a sport that anyone can play anytime, anywhere – no barriers. But in Europe people were closed to the idea because it wasn’t ‘pure football’. When I came to Dubai, I saw a place that welcomes new ideas and new communities. That’s why I chose it as the home of the project.”
Day 2 also saw the introduction of Forus, the UAE’s first homegrown longevity supplement brand combining oral peptides with patented plant science. Co-founded by wellness expert and Humantra founder Dave Catudal, Forus is built around a two-step recovery and longevity protocol targeting the foundations of performance: gut health, chronic inflammation and sleep quality. The launch comes as demand for gut-health solutions accelerates and the UAE peptide market is expected to grow by an average of 12.3% every year from now until 2030.
“Forus was created because the foundations of recovery and longevity remain the same no matter how advanced the science becomes – quality sleep, reduced inflammation, nervous system balance, and a healthy gut,” said Dave Catudal, co-founder of Forus.
“People are beginning to take more ownership of their health, connecting the dots between gut health, inflammation and recovery, and how it impacts their wellbeing and long-term vitality. Peptides are emerging as the new frontier of longevity, and at Forus we’re pioneering this movement with an uncompromising focus on efficacy, safety and real-world results.”
Another Day 2 highlight was the keynote session by Sebastian Lancestremere, Microsoft Worldwide Strategic Partnerships Director and President of GSIC, who outlined Microsoft’s end-to-end AI strategy for the future of sport.
Speaking to a packed Main Stage session, Lancestremere detailed how cloud + AI solutions are being used by rights holders, federations and clubs to enhance athlete performance, streamline operations across organisations and deliver personalised, live fan experiences end to end.
Lancestremere said: “We are living in a fully digital world. Today, 45% of the global population are digital natives, and that fundamentally changes the way we must think about sports. The experiences, the formats, the content and the narratives we deliver need to be completely different to meet the expectations of younger generations who are far more mobile, social and digital than ever before.”
He added: “AI has existed for more than a decade, but it was confined to engineers and data scientists. What’s different today is that generative AI makes these capabilities accessible to everyone. Anyone can now build applications, write code, design experiences and dramatically increase productivity. That shift is transformational for the entire sports industry.”
The day also featured a strong line-up of sessions addressing the evolving landscape of elite performance, broadcast transformation, organisational culture and digital rights including Building Sports Communities Through Creativity & Tech and Analytics & Athlete Monitoring: Data-Driven Performance & Injury Prevention.
Crowds once again filled LEVEL UP’s open-air courts and arenas on Day 2 as visitors explored a series of high-energy, hands-on activations. The Urbanball Dubai Level Up Edition introduced a full programme of 1v1 Urbanball tournaments across age groups - from U9 right through to adults - with live, fast-paced knockout rounds that kept audiences engaged throughout the evening, while the WPA Padel Court Experience offered live coaching, challenges and tech-enabled insights into the region’s fastest-growing sport.
At the JAM Sports Academy Basketball Innovation Zone, young players trialled motion-tracking drills and data-driven development tools, and gaming fans gathered inside the GameCentric GameQuest Express, the Expo’s mobile esports arena delivering competitive play and next-gen gaming experiences. Collectively, these activations showcased the blend of performance, youth development, gaming and data-led coaching that defines LEVEL UP.
The final day of LEVEL UP on Saturday will feature discussions on athlete recovery science, women-led community building, sports tourism, Web3 fan journey innovation, and the next wave of athlete-driven training methodologies.
Saturday will also spotlight combat sports, with ChampBelts x KO2 transforming LEVEL UP into a live fight arena, complete with structured bouts, fighter walk-ins, real-time scoring and a professional awards system delivering a disciplined, high-intensity showcase of competitive boxing and combat sport.
LEVEL UP is proudly backed by a powerhouse of global and regional partners shaping the future of sports. Platinum Sponsors LEAD VC and Cypex | Paddle Factory lead the charge, with Silver Sponsor XPLERE and Panel Sponsors Sportradar and Skandal providing critical strategic support. Ecosystem partners including GSIC, Plug and Play, F6S, WyLab, D2A2, SportsTechX, and Sportstech.AI lay the foundation for innovation infrastructure. On the ground, sports activation partners World Padel Academy, JAM Sports Academy, Urbanball, and ChampBelts bring the energy with daily live experiences. GameCentric joins as Gaming Partner, while Sportslive drives community engagement as Sports in the Community Partner. Venue Partner Dubai Harbour and Content Partner TikTok amplify the experience to the world.
- Sport reimagined, powered by AI: Microsoft’s playbook for using cloud + AI to boost performance, streamline operations and deliver personalised, real-time fan experiences.
- Rights Holders in the Digital Era: Monetisation, Protection, and Fan Access: A look at anti-piracy breakthroughs, OTT innovation, new revenue models, and how rights owners and investors build scalable digital businesses around rights.
- Strategy for Building a Club and Organisational Culture: Leaders explored governance, pathways, data-led coaching standards, leadership behaviours, community integration and “one club” identity.
- Innovation and the Future of Technologies in Sports Broadcast and TV Production: Companies showcased next-generation broadcast tools and trends shaping the future of live sport production.
- Analytics & Athlete Monitoring: Data-Driven Performance & Injury Prevention: A deep dive into predictive health, AI-led injury detection and how performance metrics drive elite training outcomes.
- Health & Wellness: Technology-Driven Approaches to Holistic Athlete Care: Insights into recovery tech, mental health platforms, resilience tools, rehabilitation innovation and long-term athlete care.
- Mind, Body & Future: Psychiatry, Longevity & Sports Medicine in Performance: A session exploring psychiatry’s role in resilience, sports medicine advancements, and longevity breakthroughs that extend careers.
- Web3 for Sport: Compliance, UX, Scale: How Web3 transforms tickets and memberships into programmable fan experiences, with frameworks for scaling products and revenue.
- Building Sports Communities Through Creativity & Tech: Discussions on community-building, creative engagement tools and the technologies shaping modern fan identity.
- From Vision to Velocity: The Asia–GCC Sportstech Engine: A cross-border playbook covering capital stacks, distribution routes, localisation and fan behaviours driving the next wave of sportstech ventures.
- Passport to Play: Sports Tourism & Hospitality: A session exploring the full travel-to-venue journey: smart accreditation, dynamic travel packaging, venue access and data-led visitor experiences.
- Urbanball launches groundbreaking AI Referee Engine and Urbanballer App with 1.8 billion views and $1.1M first-year revenue
- Forus debuts UAE's first homegrown longevity supplement line featuring peptide-based performance solutions
- Cypex announces the region’s first racket-sports B2B exhibition for LEVEL UP 2026
- World champion freestyler Sean Garnier and street-basketball legend The Professor headline three days of high-energy activations
- WHOOP, Eight Sleep, Hyperice, and Forus deliver masterclass on recovery science and athlete longevity
- 75+ exhibitors and 400+ global brands demonstrate breakthrough innovations across AI, wearables, performance, analytics, broadcast and fan engagement, to more than 4,000 visitors
Dubai, UAE – XX November 2025: LEVEL UP, the region’s most anticipated sports tech expo launched by Global MICE Organisation Limited (GMOLx) in collaboration with Dubai Sports Council (DSC), has concluded its inaugural edition, establishing Dubai as the global launchpad for some of the world's most advanced sports technologies. The three-day event took place at Dubai Harbour from November 27-29, and united athletes, innovators, investors, federations, and startups in a high-energy environment featuring product launches, live demos, expert insights, and youth-focused activations.
LEVEL UP welcomed more than 4,000 visitors, 75+ exhibitors, 70+ speakers, 400+ global brands, and hundreds of hands-on experiences and activations across the complete sports tech value chain including AI, wearables, athlete monitoring, esports, biomechanics, extended reality, smart venue technology and next-generation fan engagement. LEVEL UP’s final day reinforced the Expo’s mission to build the world’s first platform that covers the full sports-tech value chain, with discussions that included athlete longevity, digital rights, women-led community building, sports tourism, and the evolving role of AI in athlete wellbeing.
In a closing reflection on LEVEL UP’s debut edition, Namir Hourani, Managing Director of GMOLx, said: “The sports-tech industry has been waiting for a single global platform that brings together athletes, innovators, investors, federations, and creators under one roof, And we launched LEVEL UP to fill that exact gap. Over the three days, Dubai has become the meeting point for the world’s most forward-thinking sports-technology leaders, and the response that we have seen for LEVEL UP simply confirms the industry’s need for a dedicated ecosystem where ideas can scale, partnerships can form, and the future of sport can be shaped together.”
“Dubai’s ambition, infrastructure and global connectivity make it the ideal home for a movement like LEVEL UP, one that unites performance, technology, and innovation in a way the region has never seen before,” he added.
MAJOR LAUNCHES DEFINE LEVEL UP'S IMPACT
This year’s edition delivered several landmark moments that defined LEVEL UP’s impact and momentum across the regional sports-tech ecosystem.
The event's headline launch came from Urbanball, which introduced its revolutionary AI Referee Engine and Urbanballer App, developed by EX Interactive Gaming in collaboration with world champion freestyler and Urbanball co-founder Sean Garnier. The platform features integrated player-ranking, verified match uploads, and automated AI-powered scoring, rule enforcement, and match validation at scale. With 1.8 billion views and $1.1 million revenue in its first year, Urbanball is on track to becoming the region’s most scalable sports intellectual properties and a blueprint for tech-enabled street sport gamification.
Firus, the UAE’s first homegrown longevity supplement brand combining oral peptides with patented plant science, introduced its new performance and longevity line, featuring peptide-based supplements designed to enhance gut health, reduce inflammation, and improve sleep. The launch reinforced Dubai’s positioning as an emerging global hub and ideal testbed for next-generation recovery science — a theme deeply aligned with LEVEL UP’s focus on athlete wellbeing and human performance optimization.
Signalling LEVEL UP’s continued growth, Cypex confirmed the launch of the region’s first dedicated racket-sports B2B exhibition, set to debut as part of LEVEL UP 2026.
Collectively, these high-impact launches further cement Dubai as a global destination for sport-tech innovation and strengthen LEVEL UP’s standing as the world’s most sought-after platform for emerging sports technology, performance innovation, and future-focused competition.
RECOVERY SCIENCE TAKES CENTER STAGE
LEVEL UP delivered 30 content tracks across two stages, addressing athlete longevity, digital rights, women-led community building, sports tourism, Web3 fan innovation, and AI's evolving role in athlete wellbeing. The 70+ speaker lineup included senior leaders from Microsoft, DAZN, Sportradar, LaLiga, Saudi Pro League, Qatar Stars League, Olympique Lyonnais, GSIC, and leading venture capital firms including LEAD.VC, Courtside Ventures, and Adi Dassler Legacy Fund.
Conference themes spanned performance analytics, AI-driven coaching, wearable technology, fan engagement and monetization, smart venue solutions, broadcast innovation, and esports ecosystem development, covering the complete sports tech value chain.
LEVEL UP's final day featured "Recharge to Perform: The Science of Recovery in Modern Sport," a masterclass bringing together four leading voices in athlete wellbeing: Stephan Muller, Director of WHOOP GCC; Rafael Oliveira, Head of International & Partnerships at Eight Sleep; Dave Catudal, Co-Founder of Forus; and Rémi Vanecht, Head of Education at Hyperice Middle East.
The panel explored recovery fundamentals, debunked common myths, and shared insights into technologies pushing high-performance boundaries. Speakers emphasized actionable data, personalized sleep science, gut health's central role in performance, and viewing recovery as a holistic system rather than isolated interventions.
Stephan Muller of WHOOP emphasized data must drive action, saying: “My recommendation is always to focus on the fundamentals around sleep, recovery, and strain. Those are three things that our pillars alongside stress as well. Within Whoop, you've got these as your pillars, and then you can start diving deeper into specific metrics.”
He added that wearable tech must be actionable to matter: “I think data is fantastic, but if data doesn't serve as insights in order for you to improve your health and wellbeing, or your longevity or your recovery or strain or whatever it may be that you're focusing on, then the tech becomes completely pointless.”
Challenging conventional sleep wisdom, Eight Sleep’s Rafael Oliveira addressed one of the biggest misconceptions in sleep science – the idea that a single temperature works for everyone. “There's one misconception that happens in all countries that we're present, which is, when they say you should sleep at 18 degrees or whatever.”
He also urged audiences to look beyond hours slept: “I'm not the biggest fan of sleep duration. I know it was mentioned here a couple of times, but I think it's shortsighted and sometimes it can be misleading because sometimes it's a lot better that you get seven hours of great quality sleep than nine hours of very bad sleep.”
Forus Co-Founder Dave Catudal emphasised gut health as the central system driving whole-body recovery. “When you look at the system in your body that is going to make the biggest impact on the entire system, that's your gut health and your inflammation...once you solve that, everything just gets better.”
He urged the audience to investigate the use of peptides – particularly one called BPC 157 – which he said was shown to make major improvements in gut health for the young, athletes, and the elderly alike.
Hyperice’s Rémi Vanecht closed the discussion by reframing recovery as a holistic ecosystem rather than a single intervention. “There’s no one tool that can solve all your problems. Recovery is not the one thing – it’s a system.” He highlighted how elite athletes stand out through consistency: “They have a ton of people guiding them so they take the right decision at the right time.”
His message to everyday performers was simple: “What’s underrated is those small actions… my pre-sleep routine is a 15-minute one, but I’m consistently doing it and that’s what’s actually moving the needle.”
HIGH-ENERGY ACTIVATIONS ENGAGED THOUSANDS
LEVEL UP’s open-air courts and activation zones saw thousands of visitors engage with daily freestyle football demos, padel challenges, basketball workshops and competitive gaming experiences, underscoring the region’s growing appetite for sports technology, community-driven development and data-led coaching.
Urbanball featuring Sean Garnier hosted a complete 1v1 tournament program across age groups from U9 through adults, with live knockout rounds keeping audiences engaged throughout the event. World champion freestyler Sean Garnier delivered freestyle demonstrations, skills clinics, and meet-and-greet sessions. The Professor Basketball Experience saw global street-basketball icon The Professor lead workshops and meet-and-greets, drawing massive crowds and delivering one of the expo's most dynamic on-court attractions.
WPA Padel Court Experience offered live coaching, competitive challenges, and tech-enabled insights into one of the region's fastest-growing sports, combining exhibition matches with hands-on player development, while JAM Sports Academy Basketball Innovation Lab welcomed young players to trial motion-tracking drills, smart ball technology, and data-driven development tools, demonstrating how technology is transforming youth sports training.
ChampBelts Combat Sports Showcase transformed courts into a high-intensity boxing arena with structured matches across youth and adult divisions, complete with fighter walk-ins and professional presentation, one of the expo's most engaging spectator experiences. GameCentric GameQuest Express powered the event's esports presence with a mobile gaming arena delivering competitive play, VR experiences, and next-generation gaming technology.
LEVEL UP's success reflects the GCC's rapid emergence as a global sports technology hub. Dubai's sports industry contributes approximately USD 2.5 billion annually to the emirate's economy, supported by ambitious national strategies, infrastructure investment, and one of the region's most active health and fitness communities. The Middle East and Africa sports tech market is projected to reach USD 3.3 billion by 2030, fueled by major sporting events and technology adoption.
LEVEL UP is proudly backed by global and regional partners shaping the future of sports. Platinum Sponsors LEAD.VC and Cypex | Paddle Factory lead the charge, with Silver Sponsor XPLERE and Panel Sponsors Sportradar and Skandal providing strategic support. On-ground partners including World Padel Academy, JAM Sports Academy, Urbanball and ChampBelts powered daily activations, while GameCentric drove gaming engagement and TikTok amplified content across global audiences. Ecosystem enablers included GSIC, Plug and Play, LFG, WyLab, D2A2, and SportsTechX.
