Dubai Harbour recently became the hub of innovation as it hosted the inaugural LEVEL UP Sports Tech Expo & Conference from November 27–29, 2025. This high-octane event attracted over 4,000 attendees, featured more than 75 exhibitors, and welcomed over 70 expert speakers, showcasing the transformative power of technology in the sports industry.

A Showcase of Innovation and Major Launches

Among the notable highlights of the event was Urbanball’s introduction of its AI Referee Engine and the Urbanballer App, developed in partnership with world champion freestyler Sean Garnier. This initiative has already seen remarkable success, amassing 1.8 billion views and generating $1.1 million in its inaugural year, making it a prime example of a sustainable sports technology venture in the region.

In addition, Forus made headlines with the launch of the UAE’s first domestic longevity supplement range aimed at enhancing gut health, reducing inflammation, and improving sleep quality. Meanwhile, Cypex made its mark by announcing the region’s first B2B exhibition dedicated to racket sports, set to premiere at LEVEL UP 2026.

Insights from Leading Experts

The conference featured a robust program with 30 distinct tracks spread across two stages, addressing crucial themes like athlete longevity, the importance of digital rights, women-led initiatives in sports, and the future of sports tourism. Notable speakers from major organizations, including Microsoft, DAZN, and Olympique Lyonnais, lent their insights, highlighting the growing intersection of technology and sports.

Topics ranged from performance analytics and AI-driven coaching to the evolving landscape of fan engagement and monetization strategies. The event also addressed the challenges and opportunities within the esports ecosystem, offering attendees invaluable perspectives on the future of sports technology.

Emphasis on Recovery and Fan Engagement

Recovery science took center stage during the expo, with sessions led by experts from companies like WHOOP, Hyperice, and Eight Sleep. These sessions emphasized the critical role of sleep and data-driven recovery in athlete performance. Interactive live activations allowed attendees to engage directly with innovations across various sports, including padel, football, and boxing, enriching the learning experience.

Star athletes such as Sean Garnier and The Professor engaged the crowds with skills clinics and workshops, making expert advice accessible to fans and aspiring athletes alike. These hands-on experiences helped bridge the gap between technology and practical application in sports.

Building a Future for Sports Tech

The successful launch of LEVEL UP marks Dubai as a pivotal location for the development and expansion of sports technology, with plans already underway for an even larger event in 2026. Namir Hourani, Managing Director of GMOLx, emphasized the event’s significance, stating, “The sports tech industry has been eager for a centralized platform to unite athletes, innovators, and investors.” He affirmed Dubai’s potential as a major player in unifying performance and technology within the sports sector.

Key Partnerships and Community Engagement

LEVEL UP was ably supported by various partners, including Platinum Sponsors LEAD.VC and Cypex, with Silver Sponsor XPLERE contributing significantly. Community partners such as the World Padel Academy and Urbanball played a crucial role in daily activations, emphasizing the collaborative spirit of the event.

Social media platforms like TikTok amplified the event’s reach, ensuring that the innovative concepts and solutions presented reached a global audience. Ecosystem enhancers such as GSIC and SportsTechX were instrumental in fostering discussions and connections, guaranteeing the event’s success and paving the way for future advancements in sports technology.