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Markets, 5 min read

Three regions, three playbooks

The Middle East, Africa and South East Asia are where sport’s business is growing fastest. They are also very different. Here is what we have learned.

By the 2403 Group team, October 2026

We spend our time in the Gulf, across Africa and in South East Asia. People sometimes lump these markets together as “emerging”. In our experience, each needs its own approach. What works brilliantly in one can fall flat in another.

The Middle East

Big ambitions, serious investment in sport and events, brands that want to be part of a national story. Partnerships are built on relationships and trust, often at senior level. Hospitality, events and premium experiences matter. Content in Arabic and English is the standard.

Africa

Huge passion, young audiences and a mobile-first fan base. Telecoms, payments and consumer brands are natural partners. Digital activations can reach fans far beyond the stadium. Good data is often harder to find, which makes the rights holders that measure properly stand out.

South East Asia

Fans who live on social and messaging apps, strong local brands and a love of football that does not wait for the weekend. TikTok, Facebook and WhatsApp matter more than your website. Local language content is not a nice-to-have, it is the whole game.

What travels across all three

  • Know your fans properly, with consent, in one place
  • Price on evidence, in tiers, so more brands can say yes
  • Give partners moments, not just logos
  • Report every month and renew early

This is why we are hiring Territory Managers in all three regions: people who know the market, the rights holders and the brands, backed by one team and one platform.

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