EX Sports and SportzLab Partner with Open Field Advisory to Bring NFL-Backed Athlete Investments to the Middle East
2025 Dec, 04 Abu Dhabi, UAE
Dubai, UAE – November 2025 – EX Sports DMCC and SportzLab have signed a Memorandum of Understanding (MOU) with Open Field Advisory (OFA), an Italy-based consultancy specializing in the NFL ecosystem and cross-border athlete development. The partnership aims to connect American football with the rapidly growing sports industry in the Middle East.
Under the MOU, OFA will act as the strategic link between EX Sports, NFL players, agencies, and franchises, facilitating athlete-led investments in the next generation of SportzLab venues across Saudi Arabia and the wider region.
Bringing the NFL into SportzLab
SportzLab, an EX Sports flagship concept, blends competitive sports, gaming, and social hubs. The addition of NFL-themed programs and athlete partnerships will significantly expand its multi-sport portfolio, which already spans football, combat sports, and esports.
“The NFL represents global athletic and cultural influence,” said Toli Makris, Managing Partner of EX Sports DMCC. “Partnering with Open Field Advisory brings that energy into our ecosystem while creating pathways for NFL players to invest in the Middle East — the fastest-growing sports market in the world.”
NFL Players Investing in the Region
Through the collaboration, OFA will offer NFL athletes structured opportunities to invest in SportzLab venues, athlete-led funds, and emerging sportainment projects, supporting players in building global brand equity and diversifying their off-field income.
“Our mission is to help athletes turn influence into global impact,” said Matteo Pella, Head of Strategy at Open Field Advisory. “EX Sports and SportzLab are building something historic, and we’re excited to connect NFL talent and capital to that vision.”
A Strategic Gateway to the U.S.
For EX Sports and SportzLab, the partnership with OFA represents a key step toward U.S. market entry, providing access to an extensive NFL network that will enable cross-market activations, brand collaborations, and digital engagement targeting audiences in both regions.