What Palms Sports does

Palms Sports PJSC is a publicly listed Abu Dhabi-based sports management conglomerate (ADX: PALMS), founded in 2011 as a Jiu-Jitsu training provider for UAE government entities and now operating a platform-plus-subsidiaries model across more than 10 businesses. Its core offering is the ESE School Jiu-Jitsu Program, which delivers weekly training to 59,000+ students across 125 schools via a 12-year-developed operational blueprint and 2,000+ specialized instructors, supported by the community-based Active Hub program (1.4 million+ participations across 23 centers). The company has built a diversified subsidiary portfolio spanning MMA promotion and live events (UAE Warriors, broadcast on UFC Fight Pass; Pyxis Events), branded training (Khabib Gym on Yas Island in partnership with UFC legend Khabib Nurmagomedov), security services (Securiguard Middle East), education (Al Rabeeh School and Academy), sports medicine (Yas Physiotherapy Center), location-based VR entertainment (RobocomVR in GCC and Europe), sports equipment distribution (Direct Trading LLC), and facilities management (Al Qudra Sports Management). A newer growth vector is sports entertainment via the World 1 'Microsports' investment alongside Mark Cuban.

Revenue is generated primarily through multi-year B2G (business-to-government) contracts with UAE ministries, the Emirates Schools Establishment, military and security sectors, and state-owned enterprises, supplemented by event monetization (ticketing, broadcasting, sponsorship), subsidiary retail and service revenue, and a long-cycle AED 403.5 million security services contract won through Securiguard. FY2025 revenue reached AED 1,161 million (approximately USD 316 million), up 10.3% year-on-year from AED 1,053 million in FY2024, with record gross profit of AED 220 million and operating profit of AED 176 million. The company operates 350+ UAE locations with a stated headcount exceeding 21,000 employees, is a subsidiary of International Holding Company (IHC), and is expanding internationally via its appointment as Complex Operator for Al Qalaa Al Hamraa, MENA's largest sports mega complex in Egypt, in partnership with Al Ahly FC.

Name

Palms Sports

Legal name

Palms Sports PJSC

Website

https://palmssports.com

Company type

Public

Founded year

2011

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Palms Sports is an Abu Dhabi-based, ADX-listed sports management conglomerate that delivers mass-scale Jiu-Jitsu training to UAE government schools and operates 10+ subsidiaries spanning MMA promotion, security services, education, healthcare, VR gaming, and sports entertainment across the MENA region.

Ownership category

akta.pro rank

Product category

Sports Management Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394), Other Spectator Sports (711219)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Combat Sports Gyms & Dojos (MMA, Boxing, Wrestling, Martial Arts) (MPAKAJAG)

akta.pro secondary industry

Club Sports Programs (EDALAIAB)

Keywords

• Sports management services
• Sports training programs
• MMA event promotion
• Facilities management services
• Combat sports operations

Headquarters

HQ city

Abu Dhabi

HQ country

United Arab Emirates

HQ region

Middle East

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Sports Management & Training Services: Revenue from providing sports training programs to government schools, military, and security sectors. FY2025 revenue of AED 1,161 million representing 10.3% year-on-year growth from AED 1,053 million in FY2024.
2. Event Management: Revenue from organizing and producing major sports events including UAE Warriors MMA events, jiu-jitsu championships, and international competitions with broadcasting deals
3. Government Contracts: Multi-year government contracts for sports training and facilities management services. AED 10.2 million new contracts for specialized sports experts deployment.
4. Security Services (Securiguard): AED 403.5 million site security service contract with UAE-based energy company, extending Palms Sports into security services sector through Securiguard subsidiary.
5. Subsidiary Operations: Revenue from diversified subsidiaries including sports apparel distribution (Direct Trading), VR gaming (RobocomVR), education (Al Rabeeh School/Academy), and healthcare (Yas Physiotherapy Center).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Palms Sports is a diversified sports management company delivering large-scale sports training programs, combat sports event production, and integrated facilities management to UAE government entities, schools, military, and security sectors. The company operates the UAE Warriors MMA promotion, the ESE School Jiu-Jitsu Program serving 59,000+ students across 125 schools, the Active Hub community activation program, and a portfolio of 10+ subsidiaries spanning security services (Securiguard), VR gaming (RobocomVR), education (Al Rabeeh School/Academy), healthcare (Yas Physiotherapy Center), and sports equipment distribution (Direct Trading).

Product overview

Palms Sports is a diversified sports management conglomerate operating a platform-plus-subsidiaries model, encompassing sports management, events, community programs, and strategic investments. The core offering includes the UAE Warriors MMA promotion and the Schools Jiu-Jitsu Program (59,000+ students), supported by subsidiary companies spanning entertainment (RobocomVR, World 1 League), security (Securiguard), health (Yas Physiotherapy Center, Khabib Gym), events (Pyxis), education (Al Rabeeh School, Al Rabeeh Academy), equipment (Direct Trading), and facilities management (Al Qudra). The portfolio is unified under Palms Sports PJSC's operational umbrella, delivering mass-scale sports programs across 350+ UAE locations.

Differentiator

Problem solved

Functional benefit

Brands

• UAE Warriors: MMA promotion and combat sports events brand, established in 2012 and relaunched in 2019 under Palms Sports management.
• Team 777
• Active Hub
• ESE School Jiu-Jitsu Program
• Khabib Gym
• World 1 League
• RobocomVR

Products and services

• UAE Warriors Middle East's largest MMA promotion hosting live combat sports events, featuring international fighters and broadcasting on UFC Fight Pass.
• Khabib Gym by Palms Sports Mixed martial arts training facility branded in partnership with UFC legend Khabib Nurmagomedov, spanning 1,500 sqm on Yas Island with MMA cage and fitness options.
• Securiguard Middle East Security services provider offering site security, surveillance, access control, risk management, and emergency response for facilities across the UAE.
• RobocomVR Location-based virtual reality gaming company with installations in GCC and Europe malls, holding exclusive licenses with Hasbro's Transformers and Discovery Channel.
• World 1 League Sports-entertainment platform offering Olympic-style social media challenges and first-of-its-kind live stadium events for vertical video content.
• Direct Trading LLC Wholesale and distribution company for sports equipment and apparel, strengthening supply chain dynamics for Palms Sports partners.
• Al Qudra Sports Management LLC Sports and recreation facilities management company with over two decades of experience in the UAE, operated as a joint venture with Dubai Investment Company.
• Al Rabeeh School British curriculum school in Abu Dhabi, regarded as one of the top 10 in the emirate with approximately 950 students annually.
• Al Rabeeh Academy State-of-the-art British curriculum school in Mohammed Bin Zayed City, Abu Dhabi, with modern facilities and first GCSE results in 2021.
• Palms Sports Online Academy Digital learning platform providing online training and educational resources for Jiu-Jitsu practitioners.
• Pyxis Events Sports events management company providing consultancy services, technical skills training, and event delivery for sports programs.
• ESE School Jiu-Jitsu Program Mass-scale Jiu-Jitsu training program across 125 ESE schools in Abu Dhabi, delivering weekly training to 59,000+ students and culminating in national championships.
• Active Hub Community sports activation program providing public access to school sports facilities after hours across 20 schools in Abu Dhabi, with over 420,000 attendance occurrences.
• Team 777 by Palms Sports Elite athlete development program for gifted Emirati Jiu-Jitsu athletes from the School Jiu-Jitsu Program, providing technical and financial assistance for tournament competition.
• Yas Physiotherapy Center Elite musculoskeletal and sports injury treatment and rehabilitation clinic in Abu Dhabi, providing non-surgical treatment, shock wave therapy, and pre/post-surgical rehabilitation services.

Quantifiable outcome

• 128,000 young Emiratis practice jiu-jitsu at school, with 67,000+ girls representing 54% of participants
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• Abu Dhabi Sports CouncilcoreStrategic or Co-development Partner · 16 January 2026MoU signed for Open Masters Games Abu Dhabi 2026. Long-standing strategic partnership for sports event delivery, community programs, and Active Hub collaboration with 1.4M+ participations.
• DCT Abu DhabicoreStrategic or Co-development Partner · 1 August 2025Extended partnership through new MoU to bring UAE Warriors events to Al Ain. DCT Abu Dhabi supporting expansion of world-class combat sports across the emirate.
• Renzo GraciecoreStrategic or Co-development Partner · 1 February 2025Brazilian Jiu-Jitsu legend collaboration. Gracie featured at WEF Davos 2025 discussing Jiu-Jitsu's rise in UAE and its impact on society with CEO Fouad Darwish.
• Al Ahly FCflagshipStrategic or Co-development Partner · 1 June 2024Palms Sports appointed as Complex Operator for Al Qalaa Al Hamraa - MENA's largest sports mega complex upon completion in Egypt. Monumental partnership between UAE and Egypt sports sectors.
• Yas Physiotherapy CenterminorStrategic or Co-development Partner · 23 May 202480% acquisition of Abu Dhabi's elite musculoskeletal and sports injury treatment clinic. Complementary to core sports training business for athlete recovery and performance optimization.
• Bare Knuckle Fighting Championship (BKFC)minorStrategic or Co-development Partner · 1 April 2024Promising collaboration between UAE Warriors and BKFC. David Feldman and team visited Palms Sports offices to explore partnership opportunities for cross-promotion.
• Zayed Higher Education OrganizationminorStrategic or Co-development Partner · 8 January 2024Renewed partnership to train people of determination in jiu-jitsu. Palms Sports provides coaches and training programs for special needs students at Abu Dhabi Autism Centre and Zayed Higher Organization facilities.
• UAE-based Energy CompanycoreOthers · 21 September 2023AED 403.5 million site security services contract through Securiguard subsidiary. Four-year base period with potential two-year extension, deploying 2,000+ security guards.
• Emirates Schools Establishment (ESE)coreStrategic or Co-development PartnerOngoing collaboration for School Jiu-Jitsu Program across 125 ESE schools with 59,000+ students. Active Hub program utilizing school facilities after hours across 20 schools.
• Khabib NurmagomedovflagshipStrategic or Co-development PartnerBrand partnership for Khabib Gym by Palms Sports - 1,500 sqm MMA training facility on Yas Island. UFC legend's brand association for premium combat sports training.
• UAE Jiu-Jitsu FederationcoreStrategic or Co-development PartnerLong-standing partnership for national team support, championship organization, and jiu-jitsu ecosystem development in Abu Dhabi.
• ACTVETminorStrategic or Co-development PartnerCollaboration for ATHS-SJJP program providing comprehensive grade 8-12 jiu-jitsu program across 8 schools reaching 6,800 students.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• UFC (Ultimate Fighting Championship): UFC is the dominant global MMA promotion and the broadcast partner for Palms Sports' UAE Warriors events on UFC Fight Pass. Both operate in combat sports promotion, athlete management, and live event production with similar monetization via sponsorships, broadcasting, and ticketing.
• ONE Championship: ONE Championship is a leading Asian MMA and combat sports promotion headquartered in Singapore. It competes with UAE Warriors for fighters, regional broadcast rights, and sponsorship across the MENA and Asia sports-entertainment market.
• BRAVE Combat Federation: BRAVE CF is a Bahrain-based MMA promotion with a similar MENA regional footprint to UAE Warriors. Both target the same regional fighter base, sponsors, and live-event audiences in the Middle East combat sports market.
• Professional Fighters League (PFL): PFL is a US-based MMA league with season-format competition and global expansion ambitions, including MENA. It competes with UAE Warriors for elite MMA talent, broadcast deals, and sponsorship across the same combat-sports entertainment category.
• Top Rank: Top Rank is a premier boxing and combat-sports promotion with global event production capabilities. It is comparable to Palms Sports' UAE Warriors and Pyxis Events subsidiaries in combat-sports event organization, fighter management, and broadcast monetization.
• Matchroom Sport: Matchroom Sport is a UK-based global sports promotion company operating across boxing, darts, snooker, and other sports. It is directly comparable to Palms Sports' events-management business model combining promotion, event delivery, and fighter/athlete representation.
• ASPIRE Academy: ASPIRE Academy is a Qatar-based elite sports training and athlete development institution. It is comparable to Palms Sports' School Jiu-Jitsu Program (59,000+ students), Team 777 elite athlete pipeline, and large-scale government-aligned sports training delivery model.

Broad incumbents

• Endeavor Group Holdings: Endeavor (parent of UFC, IMG, WME) is a diversified sports and entertainment conglomerate. Its broader portfolio of talent representation, events, and sports properties parallels Palms Sports' integrated sports-management-plus-events-plus-investment model, though at much larger global scale.
• ASM Global: ASM Global is the world's largest venue and sports-facility management company, comparable to Palms Sports' Al Qudra Sports Management subsidiary and its 350+ UAE facility footprint. Both operate facility management, event operations, and venue services for sports clients.
• Saudi General Entertainment Authority (GEA): Saudi GEA oversees the Kingdom's broader sports and entertainment investments (including boxing/MMA events, sports cities, and entertainment initiatives). It represents the regional competitive backdrop for Palms Sports' combat sports, events, and government-aligned sports investment ambitions across MENA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@palmssports
• Instagraminstagram.com/palmssports

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Palms Sports