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.