The World’s Most Expensive Camel? Paul Pogba Enters Saudi Camel Racing in a Landmark Investment Move

KSA Journal – Sports & Investments

World Cup champion Paul Pogba has officially stepped into one of the Gulf’s oldest and most prestigious sporting traditions: professional camel racing. The French football star has announced a strategic investment and ownership stake in the Saudi camel racing team Hubub, marking one of the most unexpected crossovers between global football and Arabian heritage sports.

The move has triggered wide interest in both the sports and business communities, particularly as Pogba links his name and brand to a sport known for producing some of the world’s most expensive and highly valued racing camels.

A New Frontier: Co-Owner and Global Ambassador

Pogba joins Hubub as a part-owner and global ambassador, with a clear mandate to help elevate camel racing onto the international stage. His involvement comes at a time when Saudi Arabia is accelerating the modernization and professionalization of its heritage sports, with a focus on building global audiences and new commercial structures around them.

According to sources close to the deal, Pogba did not enter this arena lightly. He spent months following camel racing, studying the training systems, performance strategies and technology used across major regional competitions. What began as curiosity evolved into a conviction that camel racing offers a unique mix of culture, competition and commercial potential.

In his comments about the partnership, Pogba has emphasized that sport, at its core, is about passion, sacrifice and identity – and that camel racing embodies all three through its deep roots in Arabian culture and its growing global profile.

Hubub: Saudi Arabia’s First Fully Professional Camel Racing Team

Hubub is among the first teams in the region to approach camel racing with a fully professional structure. The team’s vision goes beyond participation in traditional races; it seeks to build an integrated performance and commercial ecosystem around the sport.

The project focuses on:

• Scientific breeding and advanced veterinary care for racing camels
• Professional training programs and performance planning
• Brand building and sponsorship strategies targeting regional and global partners
• Long-term plans for structured leagues and international events

With Pogba’s entry as a high-profile investor and ambassador, Hubub is now positioned to become the first camel racing team with truly international recognition. Industry observers expect this partnership to accelerate new sponsorships, broadcast interest and cross-border collaborations.

Where Heritage Meets High-Value Assets

Camel racing is one of the region’s most historic sports, but it is also increasingly known for the extraordinary economic value it generates. Elite racing camels with the right lineage, performance record and training can be worth millions of dollars, placing them among the world’s most expensive racing assets.

In that sense, Pogba’s move into camel racing is more than a lifestyle or cultural statement; it is also a calculated sports investment. It mirrors global trends where top athletes and celebrities are moving into team ownership and niche sports franchises, from US soccer and Major League Pickleball to racing series and golf leagues.

Yet, unlike many of these ventures, this partnership connects directly to a deep-rooted regional identity, centered around the Arabian camel as both a cultural symbol and a high-performance athlete.

Technology, Tradition and the Future of Camel Racing

Modern camel racing bears little resemblance to the sport as it was practiced decades ago. Today, the sport uses robotic jockeys equipped with remote-control systems, GPS tracking and advanced monitoring tools, enhancing both safety and performance analysis.

Alongside technology, the sport also incorporates:

• Data-driven training and race strategy
• Professional management teams and commercial departments
• Structured race calendars and major prize purses
• Growing media coverage and digital viewership

Pogba’s involvement signals growing confidence that camel racing can evolve into a globally watched niche sport, particularly as younger audiences seek new and authentic sports experiences with strong cultural stories behind them.

A Cultural Bridge with Global Impact

The partnership also functions as a cultural bridge. On one side stands a World Cup–winning footballer with a global following; on the other, a sport that has carried the heritage of the Arabian Peninsula for generations.

By tying his name to camel racing, Pogba helps open a new narrative: one in which heritage sports are not only preserved, but also repositioned as global platforms for investment, innovation and storytelling.

For Saudi Arabia, the deal aligns with broader ambitions to showcase local culture in world-class formats, attract foreign partnerships and diversify its sports and entertainment portfolio.

For the global sports business, the message is clear: the next “big story” in sports may not come from a new league in a familiar game, but from a centuries-old discipline now entering the era of professionalization and international capital—and, perhaps, from the world’s next “most expensive camel.”