Yas Sports Park · Abu Dhabi · 2022
Making a flagship park commercially viable.
Client
Miral
Practice
Design + Operate
Status
To Operate · 2028
The brief
Yas Sports Park had the land, the location, and the ambition. What it needed was a programming model that would keep it full on a random Wednesday, not just during F1 weekend. We came in to design the commercial operations layer and run it.
The approach
Three levers that keep the park revenue-positive year-round.
01
League anchors over one-off bookings
Weekly leagues create predictable occupancy across every surface. We structured the calendar so anchor leagues hold 55% of prime-time slots, leaving room for corporate bookings and walk-in play without cannibalising the base.
02
Seasonal sport rotation
Abu Dhabi’s summer kills outdoor programming for venues that do not plan for it. We built a seasonal rotation: outdoor sports dominate October to April, covered surfaces carry the summer. No dead months on the calendar.
03
Events as member acquisition
Tournaments, community days and branded activations bring new players into the league funnel. We programme two to three anchor events per quarter, each designed to convert first-timers into recurring league members.
Sports programmed
0
+
m² of managed surface
0
Prime-time held by league members
0
%
Events per quarter driving new members
0
X
Testimonial
"Duplays didn't just design AllSports Arena. They taught us how to run it — and then they did, for the first 18 months."
Partner, AllSports Arena
Dubai, United Arab Emirates
