Gulf-UK trade deal has a sporting chance, minister says

Trade policy minister Douglas Alexander points to soaring sports trade between Britain and GCC as evidence of need for free trade agreement

The Kingdom Arena in Riyadh, built in partnership with Sela, is SIS Pitches’ flagship project in the Middle East. Picture: SIS Pitches

A finalised free trade agreement between the UK and Gulf Co-operation Council states could be on the home stretch, and the growing trade in sports equipment with the Gulf illustrates the need for it, a British trade minister has said.

Trade policy minister Douglas Alexander highlighted the sports industry as “a great example of British expertise” and said “a trade deal with the GCC would build on our already strong trading relationship, make it easier and quicker for UK companies to export, and create exciting opportunities for UK businesses in the region”.

The UK and the six-country Gulf bloc are thought to be closing to sealing an FTA, which could boost trade between the two sides by 16 per cent, potentially adding an extra £8.6 billion a year to the trade relationship in the long run.

UK trade policy minister Douglas Alexander expects a free trade deal with the GCC to unlock value across sectors. Getty Images

British sports equipment companies export a wide range of products to the Gulf, including fences for stadiums, equipment for horse-racing courses and gyms, and the installation of playing pitches. “Over the past few years, the Middle East has truly established itself as a key destination for world-class athletes, which has seen demand increase for elite level facilities and playing surfaces as a result,” said David Ball, the Middle East managing director for SIS Pitches.

There has been a growth of stadium-building in the Gulf as a result of a burgeoning interest in sports such as football, driven especially by the World Cup in Qatar and the coming tournament in Saudi Arabia. This has meant SIS Pitches, which specialises in pitch construction and turf maintenance, is primed for a winning streak in the GCC countries. It installed its first pitch in Dubai in 2011 and more recently played a major role in creating the world’s first fully indoor hybrid football pitch at Kingdom Arena in Riyadh. “So far, we’ve invested more than half a million pounds into the region, and our team is now 250-strong. We’re looking forward to continuing to establish ourselves as a trusted partner within the Middle East’s major markets,” Mr Ball added.

SIS Pitches partnered with Baseball United to build the first professional baseball ballpark in the Middle East, which is in Dubai. Picture: SIS Pitches

Deep passion for sport

In the world of personal fitness, UK specialist gym equipment makers such as Cheshire-based Pulse Fitness are looking to export more into the region to meet goals like Saudi Arabia's. The kingdom aims to increase the proportion of its population exercising every week from 13 per cent to 40 per cent by the end of the decade. Since 2019, Pulse has increased its sales eightfold in Saudi Arabia and seen them triple in Qatar.

“We’ve found our accessible equipment very popular in the Gulf and we’re looking forward to celebrating further success with our partners there in 2025 and beyond,” said David Taylor, Pulse Fitness global business development manager.

UK sports equipment companies have been trading in the Gulf for many years, supplying goods such as fencing for camel racing. Chris Whiteoak / The National

UK sports equipment companies have been doing business in the Gulf for many years, and the prospect of a free trade agreement would only deepen their relationships in the region. Oxfordshire-based Duralock makes high-quality fencing, which it initially began exporting to the Gulf states for camel and horse racing tracks nearly three decades ago.

“Over that time, we’ve witnessed first-hand the region’s deep passion for sport,” said Duralock's chief executive Jonathon McGovern. “Initially, this focused on horse and camel racing and equestrian sports, but it’s exciting to see other sports, like football, now flourishing as well. Markets like the UAE, Qatar, Oman and Saudi Arabia have immense potential for growth, and we’re eager to see what the next 25 years will bring.”