News DeskABU DHABI, UAE – Senior leaders from Government, Sport, Investment and Business gathered in the capital this week for the Sport Industry Forum Live @ Mubadala Abu Dhabi Open, an invitation-only event examining how sport can deliver long-term economic, health and social benefits.
Hosted alongside the Mubadala Abu Dhabi Open, the Forum brought together more than 150 regional and international stakeholders, including government representatives, rights holders, brands and investors. Discussions Centred on national wellbeing strategies, elite athlete development and the evolving commercial value of sports partnerships, with women’s sport serving as a key case study.
Brian Lott, Chief Communications Officer at Mubadala, said the Forum reflects Abu Dhabi’s ambition to use sport as a catalyst for lasting impact. He noted that hosting senior leaders during a week of world-class women’s tennis helps drive conversations that will shape the future of sport locally and globally, while supporting grassroots development, talent pathways and community engagement.
A keynote interview with Dr. Ahmed AlKhazraji, Executive Director of Healthy Living, highlighted Abu Dhabi’s whole-of-society approach to health and wellbeing. He outlined efforts to promote physical activity through system-level change, cross-sector collaboration and improved access to high-quality fitness infrastructure across the emirate.
“Our objective is to make it easy and accessible for all citizens and residents to live longer, healthier and more fulfilling lives,” Dr. AlKhazraji said, stressing the importance of partnerships between government, the private sector and communities.
The Forum also featured an athlete-focused discussion with Emirati racing driver Hamda Al Qubaisi and Formula 4 powerboat driver Alia Abdulsalam Fairooz, who shared insights into the realities of elite sport. Both athletes highlighted the role of the Mubadala Excellence Programme in supporting long-term performance and development.
A high-level commercial panel explored how organisations are moving beyond brand visibility towards long-term value creation in sports partnerships. Senior leaders from WTA Ventures, Mercedes-Benz and Mubadala examined the global WTA–Mercedes-Benz partnership as a model of strategic alignment and sustained commitment.
Part of the wider Sport Industry Series, the Forum reinforces Abu Dhabi’s position as a global hub for sports business, innovation and healthy living, leveraging major international events to drive strategic dialogue and collaboration across the sector.
