Prime Sport Middle East

What Prime Sport Middle East does

Prime Sport Middle East (PSME) is a privately held sports business consultancy founded in 2021 and headquartered in Cairo, Egypt, with a second office in Manama, Bahrain. The firm serves as a regional advisor to international football federations, regional leagues, clubs, and government entities, with named clients including FIFA, the French Football Federation (FFF), The Football Association (The FA), the World Leagues Association, the Egyptian Pro League, Zamalek SC, and Pyramids FC. The company is led by founder and CEO Khaled Refaat and operates with a small team of 1-10 employees that holds specialized credentials such as UEFA Match Delegate and FIFA Match Commissioner certifications.

PSME monetizes through five professional services streams: commercial advisory, event management, marketing and communications, brand management, and legal advisory. The firm positions itself as a bridge between MENA football markets and global governing bodies, leveraging multilingual capability (English, Arabic, French, Spanish) and demonstrated access to decision-makers at major federations. Revenue mechanics are project- and retainer-based, with engagement cadence tied to football event cycles (tournament bids, league formations, sponsorship deals). A strategic partnership with Bellver SportsLegal extends the firm into integrated legal-commercial advisory.

The company's go-to-market is enterprise B2B and highly relationship-driven, with logos serving as the primary credibility signal. Educational content and an emerging focus on women's sports broaden the addressable market beyond men's professional football. PSME self-describes as "one of the leading sport business companies in Middle East & Africa," though no revenue, headcount growth, or funding milestones are publicly disclosed. The business model is asset-light and dependent on the team's professional network and credentials rather than technology or proprietary data assets.

Name

Prime Sport Middle East

Legal name

Prime Sport Middle East

Website

https://primesportme.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Prime Sport Middle East is a Cairo- and Bahrain-based sports business consultancy founded in 2021 that advises international football federations, regional leagues, and clubs on commercial, event, and legal matters across MENA.

Ownership category

akta.pro rank

Product category

Sports Business Consultancy

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Sports business consultancy
• Sport management services
• Athlete career management
• Sports event management
• Sports sponsorship advisory

Headquarters

HQ city

Cairo

HQ country

Egypt

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sport Management Consultancy Services: Professional consulting fees for sport business advisory including clubs, associations, sport organizations management, commercial strategy, partnerships, sponsorship, branding, and legal services. Revenue generated through project-based or retainer engagements with sports entities.
2. Sport Events & Tourism: Revenue from organizing and facilitating sports events, tournaments, matches, exhibitions, forums, workshops, training camps, and destination promotions.
3. Sport Education Programs: Fees from education programs, certificates, training, clinics, workshops, and winter/summer schools, trips and camps.
4. Players & Athletes Management: Career management and sport path development services for athletes, likely generating commission or retainer-based revenue.
5. Sport Commercialization & Media: Business development and media commercialization services for sports organizations seeking to maximize commercial value.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Prime Sport Middle East is a sports business consultancy that advises clubs, associations, federations, athletes, corporate sponsors, and government sports bodies across the Middle East & Africa on management, commercialization, partnerships, sponsorship, branding, and legal services. The company also organizes sports events, tournaments, training camps, and destination promotions, and runs sport education programs and athlete career management services. Its offering is delivered through direct, network-driven consultancy engagements rather than a software platform.

Product overview

Prime Sport Middle East is a sports marketing and consultancy company offering a portfolio of interconnected service modules. The core offering consists of Sport Management Consultancy (covering clubs, associations, sponsorship, and legal services), Sport Education (programs, training, and schools), Sport Tourism & Events (tournaments and destinations), Woman in Sports (empowerment programs), Players & Athletes Management (career development), and Sport Commercialization (business and media development). These services are designed to work together as a comprehensive sports business solution, leveraging the company's network with clubs, associations, federations, athletes, media, sponsors, and governmental bodies across the Middle East & Africa region.

Differentiator

Problem solved

Functional benefit

Products and services

• Sport Management Consultancy Comprehensive consultancy service for clubs, associations, sport organizations, and players covering commercial operations, partnerships, sponsorship acquisition, branding, training, and sport legal services.
• Sport Education Sport education management service offering education programs, certificates, training, clinics, workshops, and winter/summer schools, trips and camps for sports professionals and stakeholders.
• Sport Tourism & Events Sport tourism and events service encompassing destinations partnership and promotion, tournaments, matches, exhibitions, forums, workshops, and training camps.
• Woman in Sports Service dedicated to empowering women in sports, providing specialized support and development programs for women's sports organizations and female athletes.
• Players & Athletes Management Career management and sport path development service for professional players and athletes, including commercial opportunities and career planning support.
• Sport Commercialization Sport commercialization service covering partnership development, commercial operations, business development, and media activities to maximize commercial value for sports organizations.

Named customers20 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Bellver SportsLegalcoreStrategic or Co-development PartnerPrime Sport Middle East and Bellver Sports Legal Boutique signed a strategic partnership for Football Legal advisory business cooperation. This partnership enables PSME to offer specialized football legal services including sport legal advisory, contract negotiation, and regulatory compliance to clients across the Middle East & Africa region.
• DeltatreminorStrategic or Co-development PartnerDeltatre is a sports media and technology company listed as a client/partner. The nature of the relationship appears to be collaborative sports media and technology initiatives.
• SOCCEREXminorStrategic or Co-development PartnerSOCCEREX is a football business events and networking platform listed as a client/partner. The partnership involves football business development and commercial activities.
• Double PassminorStrategic or Co-development PartnerDouble Pass is a football education and talent development organization. The partnership likely involves collaboration on football education programs, talent identification, and training methodologies.
• MacronminorStrategic or Co-development PartnerMacron is a sportswear and sports equipment brand. The partnership involves Macron as a sponsor or equipment provider for sports events and organizations.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Others

• SOCCEREX: Football business events and networking platform. Listed as a PSME partner and comparable as a football-business ecosystem player, though focused on events/networking rather than consultancy advisory.
• Double Pass: Football education and talent development organization. Listed as a PSME partner and comparable within PSME's sport education service line, focused on coaching and player development methodologies.

Broad incumbents

• Infront Sports & Media: Sports marketing company specializing in media rights, sponsorship, and event management for rights holders and brands. Comparable to PSME's commercialization and events services within a larger, more diversified portfolio.
• IMG (Endeavor): Global sports and entertainment management company with rights, events, athlete representation, and consulting. Comparable across essentially all of PSME's service modules but operating at vastly greater scale with a much wider portfolio.

Direct peers

• Deltatre: Sports media and technology company providing digital, broadcast, and data solutions to federations, leagues, and broadcasters. Listed as a PSME client/partner and directly comparable on the sports media commercialization side of PSME's offering.
• Sportfive: Global sports marketing and consultancy agency representing rights holders, federations, clubs, and sponsors across multiple geographies. Directly comparable as a sports business consultancy serving federations and clubs, though materially larger and with broader geographic reach than PSME.
• CAA Sports: Sports division of Creative Artists Agency representing athletes and advising leagues, federations, and brands on commercial strategy. Already listed as a PSME client/partner (CAA11), indicating direct overlap in athlete management and federation consulting.
• Wasserman: Sports marketing and talent management firm covering athlete representation, consulting, and brand partnerships. Directly comparable to PSME's player management and sports commercialization offerings, with broader global scale.
• Octagon: Global sports marketing agency offering sponsorship consulting, athlete management, and event services to brands, rights holders, and athletes. Comparable to PSME across multiple service modules — sponsorship, athlete representation, event consulting — at significantly larger scale.

Emerging players

• Two Circles: Sports data and marketing agency helping rights holders and brands monetize audiences through data-driven sponsorship and fan engagement. Comparable to PSME's sport commercialization and media services with a more data-led approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/PrimeSportME
• Facebookfacebook.com/PrimeSportME
• LinkedInlinkedin.com/company/primesportme/?viewAsMember=true
• Instagraminstagram.com/primesportme/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Prime Sport Middle East