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For Wassim Aldayah, the CEO of the WPC member in Qatar, phygital sport represents far more than a new competition format. It is an opportunity to connect generations, encourage healthier lifestyles and build a sporting ecosystem designed for the future.
For decades, sport and technology have evolved side by side. Today, phygital sport brings them together in a format that speaks naturally to younger audiences while preserving the values that have always defined competition.
As CEO of Dallah Holding Media, the official member of WPC, Wassim Aldayah sees the movement as much more than a series of events. He believes it can become a platform for education, innovation and international cooperation.
We spoke with him about the journey so far, the lessons learned and the opportunities that lie ahead.
When phygital sport was first introduced in the country, what attracted you most to the concept, and why did you believe it had potential in the whole region?
What immediately captured my attention when I first experienced phygital sport at the Games of the Future was its ability to seamlessly unite the digital and physical worlds. Rather than replacing traditional sports or esports, it creates an entirely new competitive format that celebrates the strengths of both.
I also recognized that it aligns perfectly with the demographics of our region. We have a young, digitally connected generation that is passionate about technology, gaming, and sports. Phygital sport speaks their language while encouraging physical activity, teamwork, discipline, and healthy competition.
From the outset, I saw it as much more than a new sporting discipline. I saw the beginning of a movement that could redefine how future generations engage with sport—one that harnesses technology not as a substitute for physical activity, but as a powerful catalyst for healthier lifestyles, personal development, and social connection.
Building a new sporting movement is never straightforward. What have been the key lessons you’ve learned while developing phygital sport?
One of the most important lessons is that building a new sporting movement requires vision, patience, and collaboration. Innovation naturally raises questions, so education and awareness are just as important as organizing successful competitions. Before people embrace something new, they need to understand its purpose and the value it creates.
I’ve also learned that sustainable growth can only be achieved through meaningful partnerships. When government institutions, educational organizations, private companies, and sports federations work toward a shared vision, progress accelerates and the impact becomes far greater than any one organization could achieve alone.
At Dallah Holding, we directly experienced this before through an amazing CSR initiative called Koora Time (Koora means football in Arabic) between Qatar Shell and Qatar Football Association. Koora Time, promoted healthy lifestyles among Qatari youth for over a decade. From 2012 to 2022, the initiative grew year after year before being adopted by the Ministry of Education and integrated into the national physical education program. That journey reinforced our belief that sport has the power to create lasting social impact when supported by strong partnerships and a clear long-term vision. We are applying that same philosophy to the development of phygital sport.
The country has established itself as a global destination for major sporting events. How do you see phygital sport fitting into the country’s broader sports and innovation strategy?
Phygital sport aligns naturally with Qatar National Vision 2030, particularly the Human Development pillar, which focuses on empowering future generations through education, innovation, and healthy lifestyles.
The country has consistently demonstrated its ambition to lead the global sports industry—not only by hosting world-class events but also by embracing innovation and investing in the future of sport. Phygital sport reflects that same forward-looking mindset by combining technology, athletic excellence, and digital engagement into one competitive experience.
Beyond attracting new audiences, it creates opportunities to develop local talent, inspire entrepreneurship, strengthen the sports technology ecosystem, and position Qatar as a global leader in shaping the next generation of sport. It is a natural extension of the country’s vision to remain at the forefront of sports innovation.
One of the strengths of phygital sport is its ability to connect traditional sports audiences with gaming communities. How important is that opportunity for engaging younger generations?
I believe this is one of phygital sport’s greatest strengths. Today’s younger generation has grown up in a digital environment where gaming is an integral part of everyday life. Instead of viewing that as a challenge, phygital sport transforms it into an opportunity by encouraging participants to complement their digital skills with physical performance, discipline, teamwork, and resilience.
At the same time, it introduces traditional sports audiences to an entirely new competitive experience, creating common ground where athletes, gamers, families, and fans can come together. That ability to bridge communities is one of the reasons I believe phygital sport has such tremendous long-term potential.
Ultimately, our objective is not simply to create better gamers or better athletes—it is to inspire healthier, more active, and more connected generations.
How do you explain the concept of phygital sport to decision-makers, partners, and organizations who are encountering it for the first time?
I usually begin with a very simple explanation: phygital sport is a competition where athletes must perform both digitally and physically, with each component contributing equally to the final result.
Once people understand that concept, they quickly realize that it is neither traditional sport nor esports in isolation. It is an entirely new sporting discipline that combines the excitement of technology with the discipline, preparation, and athleticism of physical competition.
What makes phygital sport unique is that it reflects the world we live in today—a world where digital and physical experiences increasingly complement one another.
That said, phygital sport is best understood through experience. Watching a live competition immediately demonstrates its energy, competitiveness, and appeal. As the saying goes, seeing is believing.
The phygital movement continues to expand globally. What opportunities do you see for greater collaboration between countries and regions in the years ahead?
The opportunities for international collaboration are immense. As the movement continues to grow, countries have a unique opportunity to shape its future together through knowledge sharing, athlete development, event hosting, officiating standards, technology exchange, and innovation.
Rather than developing independently, we have the opportunity to build a truly global ecosystem founded on collaboration and shared ambition. That collaborative approach will accelerate the sport’s development while strengthening relationships between nations through a common passion for innovation and competition.
Sport has always been a powerful bridge between cultures, and I believe phygital sport can become a modern expression of that same principle.
Looking ahead, what is your vision for the future of phygital sport in your country over the next decade?
My vision extends far beyond establishing another sporting discipline. I want to see phygital sport become a recognized and accessible platform that inspires participation at every level—from schools and universities to community clubs and elite athletes. I want my country to become a regional hub for phygital sport by developing local talent, hosting world-class international competitions, and fostering innovation across the sports ecosystem.
More importantly, I hope phygital sport becomes a platform that empowers young people, encourages healthier lifestyles, and demonstrates how technology can enhance—not replace—human performance.
Just as the FIFA World Cup and the Olympic Games unite millions of people through the universal language of sport, I believe phygital sport has the potential to connect the digital and physical generations through one shared passion.
If, ten years from now, we can look back and say that phygital sport helped young people become more active, more connected, more innovative, and better prepared for the future, then we will have achieved something far greater than sporting success—we will have created a lasting legacy in Qatar.
