Deloitte is one of the leading professional services firms in the Middle East with over 3,300 employees operating from 26 offices across 15 countries. The document discusses Deloitte's Sports and Events Management practice in the Middle East, which provides strategic planning, operational performance reviews, and other advisory services to sports and events clients in the region. It highlights some of the challenges facing the sports industry in the Middle East and case studies of projects Deloitte has completed for regional clients.

1. Middle East Sports and
Events Management
Enhance your performance

3. Deloitte Middle East Sports and Events Management | Enhance your performance | 3
Content
Taking the sports and events industry forward
Our scope of services
Understanding the challenges
Deloitte’s Sports and Events Management experience
Our added value
Regional case studies
Our thought leadership
Our offices
Here to meet your needs
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Deloitte is one of the Middle East’s leading professional
services firms with over 3,300 partners, principals and
employees operating from 26 offices in 15 countries
with an uninterrupted presence since 1926. Globally,
Deloitte has more than 220,000 professionals
committed to becoming the standard of excellence. The
Sports and Events Management practice in the Middle
East constitutes a locally-based team of experienced
professionals that understand the challenges and
opportunities of this market.
Deloitte integrates Audit, Consulting, Enterprise Risk
Services, Financial Advisory Services and Tax, which
enables us to support clients through teams with
industry-tested knowledge. This means we offer clients
knowledge of the sports and events industry in the
Middle East region and worldwide.
Deloitte’s unique approach delivers knowledge and
expertise that helps clients better understand complex
issues and make better strategic decisions wherever they
conduct business. Our solutions are based on experience
in specific industries and business environments. Our
professionals focus on targeted industries and develop
in-depth understanding of specific business sectors
and the technologies and disciplines that drive them.
Multifunctional teams representing each of our service
areas create client-specific solutions that add value
across an organization.
The sports and events market in the Middle East
demonstrates strong potential in the coming years.
Increasing hosting of large events, large spending in
sport infrastructure and sport professionalization all
point towards growth. Strategic acquisitions are already
taking place, helping fuel a boom in sports and events
activity. Deloitte in the Middle East plays a leading role
in helping the sports and events sectors in the region
grow and evolve, and provides trusted advice for
investment and business performance optimization.
Taking the sports and events industry forward
Deloitte in the Middle East plays a leading
role in helping the sports and events sectors
in the region grow and evolve, and provides
trusted advice for investment and business
performance optimization

6. 6 | Deloitte Middle East Sports and Events Management | Enhance your performance
Deloitte Middle East’s Sports and Events Management
practice is locally based, giving you an experienced team
focused on world class sports management advisory
services that span the entire scope from initial idea
through to execution, and supported by our global
practice whose track record comprises more than
300 credentials with leading sports and events
organizations worldwide.
Our scope of services
• Strategic planning
• Governance and organizational review and design
• Sport entity governance advisory
• Benchmarking and best practice advice
Strategy and governance
development
• Operating cost optimisation and review
• Operational performance review
• Economic impact assessment
• Financial and commercial due diligence
• Capability development
• PPP agreements, selection of investors
and operators
• Acquisition, disposal, and debt advisory
Operation and performance
improvement
• Business planning and revenue growth
• Diversification of income sources and
commercialization
• Business and program management
• Bidding, planning and delivering for major events
• Marketing and sponsorship management
• Customer data analytics and fan surveys/
engagement
• User journey experience
Business planning and
commercial development
Sports venue development
• Development and commercialization
• Development of leisure and retail
concepts/facilities
• Feasibility study and business plan
• Legacy planning and delivery
• Maximize occupancy rates

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We understand the local challenges and we tailor our services to the market reality.
Understanding the challenges
Limited sources
of revenues
Majority of the sports entities
offer only traditional sports-related
activities to the community
Limited qualified
experience
Lack of local-based sports
professionals with qualification
and experience
Weather
conditions
The hot weather limits the offer
calendar for sports venues and its
potential commercial opportunities
02/
Operational and
delivery complexities
Traditional sport entities face
challenges to upgrade their current
operational and logistics procedures01/
03/
04/Low community
engagement
Lack of sport culture and
participation of the community
in sport activities05/Limited legacy and
sustainable sport system
New sports infrastructure projects
aim to ensure legacy and economical
and environmental sustainability06/

8. 8 | Deloitte Middle East Sports and Events Management | Enhance your performance
Deloitte’s Sports and Events
Management experience
Chicago 2016
Olympic and
Paralympic
Games bid
PanAm
Games
2015
1998 FIFA
World Cup
France
UEFA Euro
1996
London 2012
Official
Professional
Services
Provider
Rio 2016
Olympic and
Paralympic
Games
2010 FIFA
World Cup
South Africa
Sydney 2000
Olympic and
Paralympic
Games
Prague 2016
Applicant City
2006 FIFA World
Cup Germany
Vancouver 2010
Winter Olympic
Games
Official Professional
Services Provider for
Vancouver 2010
Olympic Games
Singapore 2010
Youth Olympic
Games
Professional
Services Provider
for Singapore 2010
Sponsors of the
Austrian National
Olympic Committee
Salt Lake 2002
Olympic and
Paralympic
Games
U.S. Olympic
Committee
Professional
Services Provider
for the USOC
Supreme
Committee
for Delivery
and Legacy
2014 FIFA World
Cup Brazil
Athens 2004
Olympic and
Paralymic
Games

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We delivered a wide range of projects for our clients in Middle East
Selection of engagements and clients
Sports, tourism & events
companies
• Business plan
• Revenue maximization strategy
• Operational performance review
Sports governing bodies
• Strategic and legacy plan
• Operational performance review
• Governance and organizational
design and review
Sports venues/sports clubs owners
• Sports venue development and
operational plan
• Operating cost optimization plan
• Venue commercialization plan
Sports events organizers
• Strategic and legacy plan
• Event planning and delivery
program
• Project management office
Health & fitness centers
• Business plan
• Operating cost optimization plan
• Project management office
Professional sports leagues
• User journey strategy
• Revenue maximization strategy
• Operational performance review

10. 10 | Deloitte Middle East Sports and Events Management | Enhance your performance
We support your projects through a fully integrated team equipped with methodologies and tools that have been
proven locally and internationally
Our added value
An integrated, multi-disciplinary team backed by a global network of sports and events experts
Highly collaborative approach that builds alignment with stakeholders throughout
In-depth knowledge of the Middle East and the development challenges
Locally based team of sports experts and events professionals
Extensive knowledge of sports and events combined with pioneering approaches and methodologies
Unrivaled experience in the sports and events industry on a regional and global level

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Client YearProject Location
ICSS Business Plan for Certification Program
for Safety and Security of Sports Facilities
2015 Doha
(Qatar)
Client YearProject Location
Salam Holding Fitness Club Management Plan 2015-16 Doha
(Qatar)
Main objective
ICSS required to have a Business Plan
that provides a viability assessment of
the ICSS Certification Program for the
global standardization of safety and
security standards and best practice,
based upon existing international and
regional standards and best practice.
Main activities
Deloitte worked with the relevant representatives within the ICSS to develop this Business Plan that
included the following activities:
• Strategic analysis and needs assessment of the opportunity.
• An understanding of key stakeholders including competitors, as well as approaches to manage these.
• Customer analysis, including segmentation, development of relationships, value propositions and
delivery channels.
• Key activities, resources and partnerships required to successfully develop the program.
• Financial projections of potential revenue streams and cost structures.
• Market research to test, develop and refine the business model.
Main objective
Salam International required a
management plan and support in
the implementation of a revolutionary
fitness center in Doha.
Main activities
The projects was divided in three main phases:
1. Management plan: Deloitte developed a fitness management plan using the target operating
model methodology covering the eight layers of the TOM. The main objective of this phase was
to develop a sustainable and commercial operational model that can be successfully implemented
for the fitness club.
2. Implementation framework: Deloitte supported in defining the pre-establishment framework to
ensure the fitness club standards were set and to prepare for the implementation phase. The main
objective of this phase was to determine the feasibility and critical success factors for delivery of
the fitness center.
3. Execution: Deloitte supported in the execution of three project areas: Sales, Communication and
Marketing Staff Recruitment and Training and Organizational and Departmental Operations.
Regional case studies

12. 12 | Deloitte Middle East Sports and Events Management | Enhance your performance
Our thought leadership
Our publications are an integral part of our aim to leverage and share our knowledge and experience of pertinent
issues impacting the sports and events industry, its stakeholders and the diverse needs of the market and its clients.
Sports economic impact Sports facilities Sports analytics
Sports management best practices Sports venues planning Sport fan engagement

13. Deloitte Middle East Sports and Events Management | Enhance your performance | 13
ME Regional office
Gefinor Center, Block D
Clemenceau Street
P.O. Box 113-5144
Beirut, Lebanon
Phone +961 (0) 1 748 444
Fax +961 (0) 1 748 999
Consulting
Regional office
Deloitte & Touche (M.E.)
Building 3, Emaar Square
Downtown Dubai
P.O. Box 4254 Dubai,
United Arab Emirates
Phone +971 (0) 4 376 8888
Fax +971 (0) 4 376 8899
Enterprise Risk Services
Regional office
Deloitte & Touche (M.E.)
Building 3, Emaar Square
Downtown Dubai
P.O. Box 4254 Dubai,
United Arab Emirates
Phone +971 (0) 4 376 8888
Fax +971 (0) 4 376 8899
Financial Advisory Services
Deloitte Corporate Finance
Limited - Regional office
DIFC, Currency House
Building 1
P.O. Box 112865
Dubai, United Arab Emirates
Phone +971 (0) 4 506 4700
Fax +971 (0) 4 327 3637
Tax Services
Regional office
Currency House
Building 1
P.O. Box 282056
Dubai, United Arab Emirates
Phone +971 (0) 4 506 4700
Fax +971 (0) 4 327 3637
The Deloitte ME Islamic
Finance Knowledge Center
(IFKC)
Al Zamil Tower. Government
Avenue, Manama, Kingdom
of Bahrain
Phone +973 (0) 1 721 4490
Ext 2018
Fax +973 (0) 1 721 4550
Bahrain
Manama
Al Zamil Tower
Government Avenue
P.O. Box 421
Manama, Kingdom of Bahrain
Phone +973 (0) 1 721 4490
Fax +973 (0) 1 721 4550
Egypt
Deloitte Saleh, Barsoum
& Abdel Aziz
Cairo
Nile City South Tower
2005 A Cornish El Nile,
Ramlet Boulaq, Cairo, Egypt
Phone +20 (0) 2 246 199 09
Fax +20 (0) 2 246 199 04
Alexandria
Madinet El Sayadla
Building No 10,
Smouha, Alexandria
Phone +20 (0) 3 426 4975
Fax +20 (0) 3 426 4975
Iraq
Erbil
Vital Village, No. 42
Erbil, Iraq
Phone +964 (0) 66 257 6200
Jordan
Amman
Jabal Amman,
190 Zahran Street
P.O. Box 248
Amman 11118, Jordan
Phone +962 (0) 6 550 2200
Fax +962 (0) 6 550 2210
Kuwait
Deloitte & Touche
Al-Wazzan & Co.
Kuwait City
Dar Al-Awadi Complex
Ahmed Al-Jaber Street, Sharq
P.O. Box 20174
Safat 13062, Kuwait
Phone +965 2240 8844
Fax +965 2240 8855
Lebanon
Beirut
Arabia House
131 Phoenicia Street
Ain Mreisseh, Beirut
P.O. Box 11-961
Riyadh El Solh, Lebanon
Phone +961 (0) 1 364 700
Fax +961 (0) 1 369 820
Libya
Tripoli
Tripoli Tower
P.O. Box 93645
Tripoli, Libya
Phone +218 (0) 92 370 1049
Oman
Muscat
MBD Area
Muscat International Center
P.O. Box 258
Ruwi, Postal Code 112
Sultanate of Oman
Phone +968 (0) 2481 7775
Fax +968 (0) 2481 5581
Palestinian Territories
Ramallah
Al Mashreq, Insurance Building
P.O. Box 447
Ramallah, Palestinian
Controlled Territories
Phone +970 (0) 2 295 4714
Fax +970 (0) 2 298 4703
Qatar
Doha
Al Ahli Bank Building
Sheikh Suhaim Bin Hamad Street
P.O. Box 431
Doha, Qatar
Phone +974 (0) 4434 1112
Fax +974 (0) 4442 2131
Saudi Arabia
Deloitte & Touche
Bakr Abulkhair & Co.
Riyadh
Prince Turki Bin Abdullah
Al-Saud Street
Sulaimania Area
P.O. Box 213
Riyadh 11411, Saudi Arabia
Phone +966 1 282 8400
Fax +966 1 282 8428
Al Khobar
ABT Building, Al Khobar
P.O. Box 182
Dammam 31411, Saudi Arabia
Phone +966 (0) 3 887 3937
Fax +966 (0) 3 887 3931
Jeddah
Saudi Business Center
Madinah Road
P.O. Box 442
Jeddah 21411, Saudi Arabia
Phone +966 (0)1 2 657 2725
Fax +966 (0)1 2 657 2722
South Sudan
Juba
Deloitte Complex, Plot No.160,
Block 3K-South
2nd Class Thong Ping
Residential Area
P.O Box 511
Juba, Republic of South Sudan
Phone +211 92 000 1024
Syria
Fardos
9 Fardos Street
P.O. Box 12487
Damascus, Syria
Phone +963 (0) 11 2456683
Fax +963 (0) 11 2221878
Rawda
38 Rawda Street
P.O. Box 30033
Damascus, Syria
Phone +963 (0) 11 3322303
Fax +963 (0) 11 3322304
United Arab Emirates
Abu Dhabi
Al Sila Tower
Abu Dhabi Global Market
Square
Al Maryah Island
P.O. Box 990 Abu Dhabi,
United Arab Emirates
Phone +971 (0) 2 408 2424
Fax +971 (0) 2 408 2525
Dubai
Deloitte & Touche (M.E.)
Building 3, Emaar Square
Downtown Dubai
P.O. Box 4254
Dubai, United Arab Emirates
Phone +971(0) 4 376 8888
Fax +971(0) 4 376 8899
Fujairah
Al-Fujairah Insurance Co.
Building
P.O. Box 462
Fujairah, United Arab Emirates
Phone +971 (0) 9 222 2320
Fax +971 (0) 9 222 5202
Ras Al-Khaimah
Ras Al-Khaimah, Insurance
Building, Al-Nakheel,
Ras Al-Khaimah, UAE
P.O. Box 435
Ras Al-Khaimah,
United Arab Emirates
Phone +971 (0) 7 227 8892
Fax +971 (0) 6 574 1053
Sharjah
United Arab Bank Tower
Al Buhairah Corniche
P.O. Box 5470
Sharjah, United Arab Emirates
Phone +971 (0) 6 517 9500
Fax +971 (0) 6 517 9501
Yemen
Sana’a
Sanaa Trade Center
Algeria Street, Sanaa
P.O.Box 15655 - Alsafyah,
Yemen
Phone +967 (0) 1 448 374
Fax +967 (0) 1 448 378
Our offices

14. 14 | Deloitte Middle East Sports and Events Management | Enhance your performance
Joaquin Martinez
Senior Manager, Deloitte Middle East
Sports and Events
Management practice
Tel +974 (4) 434 1112
jmartinezfrutos@deloitte.com
Mark Lawrie
Partner, Deloitte Middle East
Sports and Events
Management practice
Tel +971 (4) 376 8633
malawrie@deloitte.com
Key contacts
Simon Cory - Wright
Director, Deloitte Middle East
Sports and Events
Management practice
Tel +974 (4) 434 1112
scorywright@deloitte.com
Here to meet your needs

16. About Deloitte
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guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member
firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not
provide services to clients. Please see www.deloitte.com/about for a more detailed description of DTTL and
its member firms.
Deloitte provides audit, consulting, financial advisory, risk management, tax and related services to public
and private clients spanning multiple industries. With a globally connected network of member firms in more
than 150 countries and territories, Deloitte brings world-class capabilities and high-quality service to clients,
delivering the insights they need to address their most complex business challenges. Deloitte’s more than
220,000 professionals are committed to making an impact that matters.
About Deloitte & Touche (M.E.)
Deloitte & Touche (M.E.) is a member firm of Deloitte Touche Tohmatsu Limited (DTTL) and is a leading
professional services firm established in the Middle East region with uninterrupted presence since 1926.
Deloitte provides audit, tax, consulting, and financial advisory services through 26 offices in 15 countries
with more than 3,300 partners, directors and staff. It is a Tier 1 Tax advisor in the GCC region since 2010
(according to the International Tax Review World Tax Rankings). It has also received numerous awards in the
last few years which include best employer in the Middle East, best consulting firm, the Middle East Training
& Development Excellence Award by the Institute of Chartered Accountants in England and Wales (ICAEW),
as well as the best CSR integrated organization.
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