Breaking: Professional snooker has established a strong presence in China and the United Arab Emirates, with audiences expected to pay £40–£50 per month for access.

Breaking: Professional snooker has established a strong presence in China and the United Arab Emirates, with audiences expected to pay £40–£50 per month for access.

 

Professional snooker has established a strong presence in China and the United Arab Emirates, with audiences expected to pay £40–£50 per month for access. This development reflects the sport’s broader strategy of expanding beyond its traditional strongholds in the United Kingdom and parts of Europe, targeting regions with growing disposable incomes, state-backed investment in sport, and an appetite for premium international entertainment.

In China, snooker has enjoyed decades of steady growth, driven by both cultural affinity for cue sports and the emergence of elite local players who have succeeded on the world stage. Figures such as Ding Junhui have played a pivotal role in popularising the game, inspiring a new generation of players and fans. As a result, snooker academies, domestic tournaments, and televised coverage have proliferated across the country. Subscription-based viewing models charging £40–£50 per month are often positioned as premium sports packages, bundled with high-quality production, expert commentary, and access to major international tournaments. For a growing middle class, these fees are increasingly seen as acceptable for exclusive, professional sports content.

A similar pattern can be observed in the United Arab Emirates, where snooker’s rise is closely linked to wider efforts to position the region as a global hub for elite sport and entertainment. Governments and private investors in the UAE have shown a strong willingness to fund international events, modern venues, and broadcast infrastructure. While snooker does not yet command the mass following of football or motorsport in the region, it benefits from an affluent audience willing to pay for niche, high-end sporting experiences. Monthly subscription fees of £40–£50 align with the UAE’s broader media market, where premium pricing is common for international sports channels and streaming services.

These pricing models, however, raise important questions about accessibility and long-term growth. While higher fees may generate significant short-term revenue and help fund prize money, event hosting, and player development, they can also limit the sport’s reach to wealthier audiences. In markets where snooker is still developing, excessive costs may slow grassroots engagement and reduce the likelihood of attracting younger or more casual fans. Balancing exclusivity with accessibility remains a key challenge for governing bodies and broadcasters alike.

From a commercial perspective, the expansion into China and the UAE demonstrates snooker’s increasing confidence as a global product. High subscription fees signal perceived value and help position the sport alongside other premium international competitions. At the same time, sustained success will depend on maintaining competitive standards, nurturing local talent, and ensuring that the viewing experience justifies the cost. If these conditions are met, professional snooker’s presence in these regions is likely to continue growing, reinforcing its status as a genuinely global sport rather than one confined to its traditional markets.