LEVEL UP positions Dubai as the region’s epicentre for the fast-growing global sports tech ecosystem, bringing together more than 400+ brands, 75+ exhibitors, 70+ speakers, and live experiences showcasing how technology is reshaping the way sport is played, watched and experienced. The first-of-its-kind event brings together an unprecedented coalition of athletes, federations, rights owners, investors, influencers, startups, and media, providing global innovators direct access into the GCC's fast-expanding sports economy while enabling regional stakeholders to explore innovations and best practices from established markets. Confirmed participants include LaLiga, Saudi Pro League, Qatar Stars League, Olympique Lyonnais, Asia Sports Tech, TRISON, and INTERPOL, alongside technology giants Microsoft and Lenovo, and leading sports tech companies including Sportradar, DAZN, Avalanche Studio Group, Hyperice, Tata Elxsi, Forus, and Whoop. Over three action-packed days, visitors will test cutting-edge products, meet global street-sport stars including world champion freestyler Sean Garnier and basketball icon The Professor, experience immersive gaming environments, and hear directly from founders, investors, and performance experts driving innovation across the industry. Namir Hourani, Managing Director of GMOLx, official organisers of LEVEL UP said: “LEVEL UP represents a fundamental shift in how the region approaches sports innovation. We're putting technology in people's hands, allowing visitors to experience AI-powered coaching, motion-tracked analysis, and elite athletes demonstrating cutting-edge wearables.

By connecting global tech leaders with regional federations, leagues, and investors, we're creating collaborations that will define the future of sports across the MENA region." With 30 content tracks across two stages, the conference will address critical themes including performance analytics, fan engagement and monetization, wearable technology, AI-driven coaching, smart venue solutions, and Web3 applications in sports. 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. The Innovators Showcase features over 45 startups presenting the latest innovations with strong market traction and regional scalability across key sports tech verticals, including Performance Analytics & Training, Fan Engagement & Monetization, Wearables, Media & Broadcast, and Esports & Gaming. Participating venture capital firms include Courtside Ventures, LEAD.VC, Adi Dassler Legacy Fund, and Razor Capital, and ONETOWATCH, alongside family offices and angel investors, highlighting strong investor interest in the region's sports tech ecosystem. Speaking on a fireside chat, Horst Bente shared how the brand’s pioneering vision continues to influence modern sports innovation today: “My grandfather lived by a simple principle: ‘LEAD, don’t copy.’ LEVEL UP embodies that same spirit — leading the way in making Dubai a powerhouse for sports-tech innovation. And as one of the first movers in sports-tech investing, LEAD — our global sports & health tech investment platform — is proud to support this momentum.”

LEVEL UP's launch aligns with the region's rapid expansion in sports infrastructure and increasing appetite for sports technology investment. Dubai sits at the centre of this momentum, with its sports industry contributing around USD 2.5 billion annually to the emirate’s economy, supported by ambitious national strategies, a thriving startup ecosystem, private-sector growth, and one of the region’s most active health and fitness communities. Commenting on the event, Iris Cordoba, Managing Director at GSIC said: “We’re proud to join LEVEL UP as a content partner for what will be the year’s largest global sports tech and innovation expo. At the Global Sports Innovation Center powered by Microsoft, we are committed to connecting the industry’s key players and accelerating technology adoption worldwide. LEVEL UP is a unique platform to advance that mission and showcase the future of sports together.”

On the main stage and outdoor courts, Urbanball is bringing world football champion Sean Garnier to LEVEL UP with a high-energy freestyle show, a panel exploring the rise of 1v1 formats and tech-enabled competition, on-court skills clinics for young players and a joint meet-and-greet and signing session. Globally recognized street-basketball entertainer, The Professor, will lead workshops and clinics on the outdoor courts for fans of all ages, offering the rare opportunity to learn from the best and participate in exclusive meet-and-greets. World Padel Academy (WPA) will lead a live padel experience combining exhibition matches with introductory sessions, giving newcomers and regular players the chance to experience one of the region’s fastest-growing sports while discovering WPA’s data-driven coaching and community programmes. JAM Sports Academy will transform the basketball courts into a full innovation lab featuring wheelchair basketball and unified sports showcases, tech-driven drills using motion sensors, smart balls and real-time data as well as youth challenges and Special Olympics sessions, parent education workshops and a “mini press conference” zone for kids.

As part of LEVEL UP, combat sport fans can also expect to experience a full-scale ring environment as ChampBelts gym and KO2 stage a tournament-style combat showcase complete with fighter walk-ins and an awards system celebrating both winners and participants. Elsewhere at the Expo, GameCentric’s “GameQuest Express”, a mobile esports arena, brings VR, consoles, tournament play and real-time rewards, while HERSPACE will deliver women-focused, afro-beat powered workout sessions led by Sher’s fast-growing Dubai fitness community. The event spans four days, beginning with an exclusive VIP reception on November 26, followed by three full days of B2B and B2C conferences, exhibitions, and live demonstrations. The event runs from 9:30 AM to 8:00 PM daily, with sessions designed for industry professionals and expanded consumer experiences. 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.