Sportainment Platform LegaXy Expands Into MENA Through UAE Partnership

Investment and Capital
Written By Business of Sports Africa

India-based sportainment platform LegaXy has officially expanded into the Middle East and North Africa (MENA) region through a strategic partnership with UAE advisory firm Optima Sports and Capital. 

The move marks LegaXy's first international expansion, positioning it as the first Indian sportainment platform to establish operations in the region. The partnership will build an integrated sports management ecosystem across MENA, spanning: athlete representation, brand partnerships, experiential activations, original content development.

The expansion launches with the signing of Ahmad Skaik, the UAE's top-ranked professional golfer, as its first exclusive regional athlete. MENA continues to emerge as one of the fastest-growing global sports markets, driven by sovereign investment, premium event hosting, and athlete brand monetisation. LegaXy's entry reflects the growing cross-border flow of sports IP, talent management models, and commercial expertise between Asia and the Middle East.

This reinforces the MENA region's attractiveness as a global sports growth hub.

Source: PR Newswire

Business of Sports Africa
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