Investment expert Samer Choucair: Mohamed Salah”s global following is reshaping sports economics. Live experiences are becoming one of the world”s fastest-growing investment sectors
Investment expert Samer Choucair said the massive crowds of Egyptian supporters gathering around national team captain Mohamed Salah in cities such as Atlanta and Dallas during the 2026 FIFA World Cup illustrate the growing power of the global experiential economy. He explained that these scenes demonstrate how live sporting experiences have become major economic drivers, generating substantial spending across hospitality, transportation, media, and retail industries.
Choucair added that this trend sends an important message to institutional investors and sovereign wealth funds across the Gulf, particularly as Saudi Arabia prepares to host the 2034 FIFA World Cup under Vision 2030. He noted that investment in sports infrastructure, tourism, and fan experiences will play a decisive role in shaping the region's next phase of economic growth.
Sports are becoming a global economic engine
Choucair pointed out that the 2026 FIFA World Cup attracted record-breaking attendance, with more than 4.6 million spectators during the group stage, surpassing the previous attendance record set during the 1994 tournament in the United States.
He said these figures highlight not only football's global popularity but also the growing economic influence of superstar athletes such as Mohamed Salah, whose presence has attracted extraordinary numbers of supporters both inside and outside stadiums.
According to Choucair, large public gatherings in fan zones, hotels, restaurants, and entertainment districts generate economic activity worth several times the value of match tickets alone through spending on accommodation, transportation, dining, shopping, and entertainment.
He added that sports have evolved into a strategic investment sector attracting institutional capital seeking stable long-term returns supported by demographic growth, digital engagement, and increasing global demand for live experiences following the COVID-19 pandemic.
Mohamed Salah's influence extends beyond football
Choucair explained that the images surrounding Mohamed Salah clearly demonstrate what economists describe as "star power," where the appeal of a single athlete generates significant economic activity far beyond the sporting event itself.
He said thousands of Egyptian supporters traveling to follow Salah create an entire economic ecosystem through spending on flights, hotels, restaurants, merchandise, and local services.
This shift, he noted, is encouraging investors to allocate more capital toward assets connected to live experiences, including premium hotels, entertainment districts, digital ticketing platforms, and technologies designed to enhance fan engagement through augmented reality, artificial intelligence, and interactive digital platforms.
"Gulf economies pursuing diversification beyond oil have a unique opportunity to capitalize on this transformation," Choucair said. "Investments in sports cities, entertainment destinations, and partnerships with leading international clubs can generate sustainable long-term economic returns."
He added that infrastructure capable of transforming passionate supporters into repeat visitors and long-term consumers represents one of the most valuable investment opportunities available today.
Multiple sectors stand to benefit
According to Choucair, hospitality and tourism remain among the largest beneficiaries as demand for hotel rooms, transportation services, and visitor experiences continues to rise during major sporting events.
He also highlighted media companies and broadcasters, noting that record digital audiences continue to increase the value of broadcasting rights, sponsorships, advertising, and premium content.
Retail businesses have likewise benefited from growing demand for official merchandise, player jerseys, and memorabilia associated with global stars such as Mohamed Salah.
Meanwhile, airports, transportation networks, and smart stadium infrastructure are expected to receive increasing investment as host countries prepare to accommodate larger international audiences.
Choucair noted that while these developments create significant opportunities, they may also present challenges for traditional home entertainment businesses as consumers increasingly prioritize live experiences over passive forms of entertainment.
Capital allocation is changing
Choucair said global investors are increasingly shifting capital toward intangible assets, including sports brands, intellectual property, and digital fan engagement platforms.
He noted that institutional investors now favor long-term partnerships with sports organizations and governing bodies rather than short-term speculative investments.
Within Saudi Arabia, he pointed to the Public Investment Fund's growing role in financing major sports projects, creating new opportunities for collaboration with entrepreneurs, private investors, and international partners.
"The crowds gathering around Mohamed Salah represent far more than football fans," Choucair said. "They represent a complete economic ecosystem that requires intelligent investment in both physical and digital infrastructure to convert passion into lasting economic value."
Global competition is accelerating
Choucair observed that competition among countries and cities to host major sporting events increasingly centers on attracting foreign direct investment alongside tourism and international business activity.
He added that Gulf countries are competing to deliver world-class sports tourism experiences while benefiting from favorable macroeconomic trends, including expanding middle-class populations and growing consumer demand for memorable live experiences.
Opportunities outweigh the risks
While acknowledging that investment in sports and entertainment carries risks—including seasonal demand fluctuations, geopolitical uncertainty, and substantial upfront capital requirements—Choucair believes the long-term opportunities remain compelling.
He identified fan engagement technology, integrated sports tourism destinations, and strategic partnerships with global athletes and sports organizations as some of the most promising areas for future investment.
"Vision 2030 represents more than an economic development strategy," Choucair said. "It provides Saudi Arabia with a historic opportunity to establish itself as a global hub for sports, tourism, and entertainment."
Strategic outlook
Concluding his remarks, Choucair said Saudi Arabia's preparations to host the 2034 FIFA World Cup make investment in sports and tourism a strategic necessity rather than simply an attractive business opportunity.
He encouraged institutional investors to increase portfolio exposure to assets linked to live experiences while maintaining strong governance and sustainability standards.
He concluded that the greatest long-term returns will belong to investors capable of connecting global fan passion with disciplined economic planning, transforming extraordinary moments surrounding stars such as Mohamed Salah into sustainable drivers of economic growth across Saudi Arabia and the wider Gulf region.