Nike Survey Reveals Parents’ Perceptions of the UAE and Saudi Arabia on the Benefits of Playing Sports

  • Almost half of the parents surveyed also associate sport with social interaction.
  • Nike’s new ‘Five More Minutes’ playbook shows kids can learn courage, creativity, confidence and more through sport.

Saudi Arabia: A new study, conducted by YouGov and commissioned by Nike Middle East, was revealed today to understand the perceived benefits of children in the United Arab Emirates and Saudi Arabia playing sports. Ahead of the launch of Nike’s new playbook, ‘Five More Minutes’, the research aims to highlight the relationship children have with sports and educate parents on how to ‘plan the game’.

The survey, conducted among 1,010 parents from the United Arab Emirates and Saudi Arabia, found that 79% of parents in the United Arab Emirates and 62% in Saudi Arabia believed that the main benefit of their children’s participation in sport was fitness and/or development. The results show that there is still an age-old perception that sport is only for staying physically fit, while Nike wants to demonstrate that there are many transferable skills children can learn through playing sport.

The survey was conducted as part of Nike’s ‘Sport is never over’ campaign, aimed at highlighting the lifelong benefits of physical play for children. In this context, Nike Middle East has published a playbook entitled “Five Minutes More”, which invites parents and children to discover the benefits of sport together by combining interactive storytelling with practical advice on how to “plan the game”.

Parents in the United Arab Emirates and Saudi Arabia are aware of some of the benefits of playing sports that Nike aims to highlight in the playbook. It was identified in the same survey as general well-being, health Mental health and social interaction were among the top benefits of children’s participation in sports. The survey also highlighted that 44% of parents in the UAE and 36% in Saudi Arabia see that sport helps their children learn the feeling of winning and losing, up from 31% in the UAE and 29% in Saudi Arabia. recognized that sport allows their children to understand the importance of perseverance and determination. The playbook aims to put these skills at the forefront of conversation with parents.

The survey showed us that there is still a perception that sport is only for staying physically fit when in reality there are so many additional transferable skills children can master to help them to thrive in their adult life. We want to raise awareness of the benefits of sport beyond just the physical and put more emphasis on developing essential soft skills that give kids the tools to succeed.. “Five More Minutes” was driven by passion and a proven belief that collaborative play and parent-child interaction accelerates cognitive development in a fun and engaging way,” said Mohamed Bodiat, Senior Vice President Brands, Sports of GMG, Nike’s official distributor in the Middle East.

“Five More Minutes”, named after a phrase most parents have heard from their children at least once, showcases the connections children have with a variety of sports including skating, rock climbing , running and breakdancing. The playbook is designed for children and parents to read together to show parents that their children can learn courage, creativity, confidence and many other life skills by participating in sports.

The companion book will be available in hardcover at select Nike stores in the region and the digital book will be available for download starting October 25, 2022 via


About the survey

The YouGov survey conducted on behalf of Nike was conducted among 1,010 respondents from the United Arab Emirates and the Kingdom of Saudi Arabia from October 3-5. The survey was conducted online and was carried out using a structured quantitative questionnaire. The survey was administered in English or Arabic depending on the respondent’s preference and the target audience for the survey was parents of children aged 5-18.

About Nike

At Nike, we believe the future of sport is creative, inclusive and limitless. It’s because the next generation isn’t thinking about how they can create change when they grow up – they’re leading the way now.

For us, it all starts with listening to the voice of the athlete. It means we’re listening to a whole new generation of athletes – athletes with a perspective on their world and a relationship to sport unlike any generation that has come before. We recognize the emotional and physical barriers children face today – in sport and in life.

The more we listen, the more we learn. And the more excited we are to redefine the sport with and for a new generation. We believe that gaming is the gateway. We want you to remember that you don’t play sports – you To play Sports and we want to inspire every athlete – to play harder and faster.

For more information, please contact: [email protected]

About YouGov

YouGov is an international group of online research and data analysis technologies.

Our mission is to provide unparalleled insight into what the world is thinking.

Our innovative solutions help the world’s most recognized brands, media owners and agencies better plan, activate and track their marketing activities.

With operations in the UK, the Americas, Europe, the Middle East, India and Asia-Pacific, we have one of the largest research networks in the world.

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As innovators and pioneers in online market research, we have a strong reputation as a trusted source of accurate data and information. Witness to this, YouGov data is regularly referenced by the global press, and we are the second most cited market research source in the world.

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