While research shows that investment in sports has started shifting from the North to South and West to East, it has been observed that the latter has been more active than the former as far as sports-related activity is concerned. This is especially the case with popular sports such as football where Middle East investments have been active from outright team purchases (e.g., Manchester City and Paris Saint Germain), stadium naming rights (Etihad Stadium and Emirates Stadium), sponsorships (FC Barcelona/Qatar Airways), and the prized hosting of the 2022 FIFA World Cup in Qatar. In all these, however, the regions have had very limited, if any, impact in terms accredited officialdom. This study highlights this a potential area for research with implications for Sports Management in particular, and Business & Management more broadly.