Level Up Sports Tech Innovation Expo is set to anchor at Dubai Harbour from Thursday 27 November to Saturday 29 November 2025, running daily from 09:30 to 20:00 and positioning Dubai as a serious hub for global sports innovation. Across three days, the waterfront district will welcome technology firms, sports federations, investors and start ups looking to test ideas in a live marketplace rather than a closed conference room. Organisers have framed the gathering as the region’s largest sports tech expo, with more than 100 exhibitors, around 150 speakers and an expected audience above 10,000 visitors. The programme mixes a classic trade show floor with talks, competitions and live demos that spill into outdoor spaces along the marina. For anyone tracking where sport, media and technology converge, these dates will stand out on the late November calendar.
Overview of Level Up sports tech expo
At its core, Level Up is designed as a comprehensive snapshot of the sports tech value chain, from performance data inside the locker room to broadcasting innovations reaching fans worldwide. Organisers Dubai Sports Council and GMOLx describe it as a platform where wearable tech, AI driven analytics, fan engagement platforms, smart stadium systems and health and fitness tools share the same stage. In practical terms, that means a curated mix of established global brands, early stage start ups and regional innovators using Dubai Harbour as a temporary test bed. The tone is deliberately forward looking, with a strong emphasis on investment, pilot projects and partnerships rather than stand alone product demos. The ambition is clear: turn Dubai into a default meeting point for sports tech deals across the wider region.
Zones, stages and live demonstrations onsite
Visitors will find the expo organised into several themed zones that each focus on a specific layer of the ecosystem. Inside the Exhibition Zone, more than 100 companies are expected to show hardware, software and integrated solutions ranging from wearable sensors and recovery tech to analytics dashboards for coaches and broadcasters. Nearby, the Brand Engagement Zone adds a more experiential feel, with AR and VR activations, esports setups, pop up retail and informal athlete or creator meet and greets. A dedicated Conference Zone hosts the main stage, where around 150 speakers discuss topics such as AI in coaching, smart stadium operations, media monetisation and blockchain based fan products. Finally, a Networking Zone gives founders, investors and rights holders a quieter environment for scheduled meetings and introductions. Because of this zoning, you can move easily between hands on demos, strategic talks and deal making areas without losing the thread of the event.
Daily schedule from 27 to 29 November 2025
Level Up runs for three consecutive days, from Thursday 27 November to Saturday 29 November 2025, with doors open approximately from 09:30 until 20:00 each day. Mornings are likely to lean towards conference sessions and business meetings, when the main stage and networking areas are at their busiest. As the afternoon develops, the exhibition floor and outdoor engagement zone typically pick up more energy, with live demos, product launches and side tournaments drawing crowds. Evenings will probably focus on headline panels, high profile conversations and informal receptions, particularly on Thursday and Friday as regional visitors arrive after work. If you want to cover the most ground in one visit, plan for a long afternoon that stretches into the early evening window.
Tickets, passes and access options in AED
Access to Level Up is structured to keep the exhibition floor open while reserving premium experiences for business users. A General Pass is currently listed as free and includes entry to the exhibition area, main stage sessions and the outdoor activations, making it attractive to early stage founders, students and serious sports fans (suitable for solo visitors, small groups and business travellers). For delegates who want a more curated experience, a VIP Business Pass costs AED 1,000 and provides access to VIP lounges, a dedicated entrance, the matchmaking app and an evening reception with speakers and partners. Media, speakers and some partner categories follow separate registration flows, but they still enter through the same pass structure. Because both passes require prior registration through the organisers, treat walk up attendance as unreliable and register well before Thursday 27 November 2025.
Who will benefit most from attending
Although the expo has a lively atmosphere, the core audience is firmly professional. Club executives, league representatives, stadium operators and broadcast partners will find a dense schedule of panels and demos directly aligned with their work. At the same time, investors and venture studios gain a concentrated look at emerging products without booking a week of separate meetings. Start ups, whether bootstrapped or accelerator backed, can validate ideas, pitch partners and refine their product narrative in front of industry users. Advanced sports fans, university students and tech professionals who simply want to understand where the industry is heading can still enjoy the exhibition floor, but the content often assumes a working knowledge of sport or technology (suitable for solo visitors, colleagues and older teens; not particularly targeted at young children or casual family outings.
Getting to Dubai Harbour for the expo
Dubai Harbour sits between Dubai Marina and Palm Jumeirah, so most visitors staying in the city will gravitate towards public transport plus a short last mile hop. From Downtown or the airport, a typical route is to take the Red Line Metro to Sobha Realty station, then continue by taxi for around 5 to 10 minutes, with fares usually in the region of approximately 25 to 40 AED depending on traffic. Alternatively, you can transfer from the Metro to the Dubai Tram and ride to Mina Seyahi before walking or taking a short taxi ride to the harbour area. For residents of Dubai Marina or JBR, it often makes sense to rely on ride hailing or even a longer walk if temperatures allow. Because Metro and tram services can be busy during the evening rush, allow extra time if you are aiming to catch a specific 10:00 or 14:00 conference session.
Driving, parking and traffic considerations around the venue
Drivers will find that Dubai Harbour includes its own car park, supported by nearby on street and structured parking managed under standard RTA rules. In practice, that means you can expect premium style tariffs in the general area, often in the range of approximately 10 to 20 AED per hour during paid periods, with some free windows late at night or on certain weekend days. Because Level Up runs from morning until 20:00, peak arrival traffic will likely cluster between 09:00 and 10:30, as well as around 16:30 when after work visitors join. Access roads from Sheikh Zayed Road can slow down when large events overlap with Marina and Palm traffic, especially on Thursday and Friday evenings. Parking capacity is limited, so arriving early or combining driving with Metro or tram can save significant time and stress.
Visiting from Abu Dhabi, Sharjah and other Emirates
For visitors driving in from Abu Dhabi, the most straightforward approach is to follow E11 towards Dubai, then exit towards Dubai Marina and continue to Dubai Harbour, with typical travel times of 60 to 80 minutes outside rush hour. Because evening congestion near Dubai Marina can add 20 to 30 minutes, many business visitors choose to arrive by early afternoon, park once and stay through the evening sessions. From Sharjah, drivers often connect via Al Ittihad Road or the newer routes towards Sheikh Zayed Road, then continue south, again allowing generous time for inter emirate traffic patterns. If you prefer public transport, you can use intercity buses to reach Ibn Battuta or nearby hubs, then transfer to the Metro and follow the same Red Line route to Sobha Realty before taking a taxi to the harbour. Planning your outbound journey in advance matters, because late night queues for taxis and highway traffic back towards Abu Dhabi or Sharjah can be longer when a major expo and weekend leisure traffic overlap.
Weather, clothing and practical tips for event days
Late November conditions in Dubai are usually comfortable, and current forecasts for Thursday 27, Friday 28 and Saturday 29 November 2025 point to hazy sunshine with daytime highs around 28 to 29 degrees Celsius and nights near 19 to 20 degrees. Light, breathable clothing works well for moving between indoor halls and outdoor zones, but an extra layer is useful if you plan to stay by the water into the evening. Comfortable walking shoes are important, because the exhibition footprint and marina promenades can involve more walking than a typical indoor conference. Traffic is likely to be heaviest around Dubai Harbour from 09:00 to 11:00 and again from 17:00 to 20:30, so consider using Metro plus taxi or arriving in the late morning lull if you want easier parking. Ticket types, food prices and even taxi fares can shift as demand changes, so treat all figures as approximately and always check the latest information when you register or arrive onsite. According to editors at www.few.ae, Level Up already looks like one of the most popular late November tech events in Dubai, so registering early and planning your arrival time carefully will make the whole experience smoother.
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