TTB Sport expands its presence to the Middle East, led by game-changing social impact offering
- TTB Sport
- Feb 19
- 3 min read
TTB Sport today announces its new Middle East hub in Abu Dhabi, with Nick Pryde appointed as Regional Director Middle East & Global Lead, Social Impact.
TTB Sport, chaired by Sir Andrew Strauss, is taking a bold next step in its bigger plan to transform one of sport’s most undervalued superpowers; social impact and community participation.
The team will work with rights holders, brands, federations, governments and investors across the Gulf to turn every match played, event attended, or team followed into evidence of improved health, wellbeing and long-term economic value, building on the momentum and partnerships already developed within the UAE, Saudi Arabia and Qatar.
“Sport has a unique ability to unite communities, improve health outcomes and create lasting social value. However, too often, that value goes unmeasured and underappreciated,” said Sir Andrew Strauss.
“Abu Dhabi and the broader Middle East region is one of the world’s most dynamic sport locations, with significant investment across events, infrastructure, grassroots participation and destination-led strategies. With Nick leading our regional hub, this move will be about helping partners in the region demonstrate the real return on that investment and set a new benchmark for how sport’s impact is quantified and communicated.”
At the centre of TTB Sport’s social impact approach is xi, the firm’s proprietary technology, built to measure the value of sport in real time. xi captures participation, attendance and fan engagement data and translates it into clear metrics that show how sport improves health, boosts wellbeing, supports education outcomes and drives local economies. By doing so, it gives organisations the tools to make better data-driven decisions, tell a deeper and richer story about their impact, and unlock new revenue streams across the public, private and third sectors.
TTB Sport believes that an outstanding first experience of sport at a young age is the single most important factor in creating lifelong fandom and engagement; yet participation and grassroots programmes remain dramatically undervalued within those strategies and balance sheets. From Abu Dhabi, Pryde and his team will support visionary partners who want to change that equation; including implementation of high-quality community experiences that hook young people.
Pryde has built his career on designing strategies that bring new generations into sport and hardwire social impact into long-term planning. In his role at TTB Sport, he works with leading organisations around the world to create ambitious participation and impact programmes and then evidence, in hard numbers, how those programmes are improving lives and community outcomes. His appointment to head the Abu Dhabi hub signals TTB Sport’s intent to make the Gulf a global reference point for data-driven, impact-led sport.
Pryde said; ‘TTB Sport’s philosophy is simple; there are few social and health challenges that high-quality community sport experiences cannot contribute to preventing or alleviating. Whether physical inactivity, noncommunicable disease or mental health, well-designed sport programmes can play a powerful preventative role. xi provides the proof that these programmes are not just ‘nice to have’, but essential contributors to national visions, ESG agendas and long-term economic resilience. Through establishing a physical presence in the Middle East, we are hugely optimistic at the opportunity to make long-lasting change for organisations and the broader region, with sport as the catalyst.’
TTB Sport Capital is an investment platform that incubates and invests in ventures in the sport sector. The current portfolio consists of two incubated businesses – TTB Sport Marketing and TTB Padel, five venture investments and several pipeline opportunities across funds, rights and IP. The business has offices in Abu Dhabi, London, Hong Kong, Singapore and Sydney.
TTB Sport Capital is part of TTB Partners, a Hong Kong-based financial services platform focused on principal investing, advisory and wealth solutions.
For more information:
Nick Pryde, Regional Director Middle East & Global Lead - Social Impact
Holly Millward, Partner
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