Global Firms Are Making Their Middle East Bets
Global firms are no longer testing the Middle East. They are committing to it.
Over the past quarter, Premier Sports Network has seen a clear shift in how international organisations approach the region. Short-term trials are being replaced by longer agreements. Regional conversations are turning into global mandates. Firms are formalising their Middle East strategies not as a future option, but as a present priority.
This change is visible in recent client activity. RAK Properties has moved from an initial trial period into a 12-month partnership, reflecting growing confidence in Ras Al Khaimah as an emerging investment destination. Interest in the emirate has accelerated alongside major tourism and infrastructure development, positioning RAK as a serious growth market rather than a satellite to Dubai.
At the same time, Knight Frank’s extension into a global agreement signals a broader pattern. Firms with existing exposure to the Middle East are no longer ring-fencing the region. Instead, they are integrating it into their core global operations, recognising that clients, capital and decision-making increasingly flow through the Gulf.
https://www.knightfrank.co.uk/
New signings such as Titan Wealth and Air Charter Service point to another important shift. Demand is growing across adjacent networks, including private clients, travel and mobility, and cross-border advisory. Executives, investors and athletes operating in the region are managing increasingly complex personal and professional footprints, creating demand for coordinated services rather than siloed expertise.
https://www.aircharter.co.uk/
This activity is also reinforced by firms' on-the-ground engagement. Recent PSN-hosted events, from property investment dinners to broker breakfasts and hospitality at international sporting events, reflect a move toward relationship-led engagement rather than transactional marketing. These settings allow firms to build credibility, share insight and establish long-term relevance within the regional ecosystem.
Behind the scenes, advisory and professional services firms are aligning their Middle East strategies with how deals are now structured. Longer contracts, broader scopes and regional coverage point to confidence in the market’s durability. Firms such as HaysMac, operating across tax, advisory and international structuring, are part of a wider professional ecosystem supporting this shift.
https://haysmac.com/
Looking ahead, upcoming moments such as the Dubai World Cup and the continued development of PSN’s Middle East initiatives signal a more permanent phase of engagement. Global firms are no longer placing exploratory bets. They are committing capital, senior leadership and long-term strategy to the region.
In 2026, the Middle East is not a growth story that firms are watching from afar. It is one they are actively building into their global plans.