The Rise of the Gulf’s “Soft Power” Economy — How Investments in Sports, Culture, and Education Are Shaping Middle East Business Opportunities

The Gulf is undergoing a remarkable transformation — one driven less by oil and more by influence. Countries like Saudi Arabia, the UAE, and Qatar are using sports, culture, and education to reshape how the world sees them, attract global talent, and build sustainable new industries.

Saudi Arabia’s Vision 2030 has led the way — from LIV Golf and Formula 1 to investments in major football clubs, and most recently my favorite the ATP is adding a10th. Masters tennis event. These aren’t just vanity projects; they’re part of a broader effort to build global credibility and economic diversification. The UAE, meanwhile, has doubled down on culture and creativity — from the Louvre Abu Dhabi to thriving art districts and film festivals. Education is the third pillar, with regional governments partnering with world-class universities and edtech platforms to invest in their people, not just their skylines.

For international companies, this evolving “soft power” strategy opens the door to entirely new types of partnerships — ones that blend innovation, government backing, and regional ambition. But while the opportunities are vast, success in the Gulf requires understanding how business truly gets done here — culturally, commercially, and politically.

That’s where my work comes in: helping organizations recognize Middle East Business Opportunities, avoid common pitfalls, and build lasting partnerships that align with each country’s national vision.

The region’s next wave of growth won’t come from oil — it will come from ideas, collaboration, and global engagement. The question for your organization is: do you feel comfortable being part of it?

Connect with us to learn more.