The two day long Middle East Sports Event Summit came to a close in Dubai with the call for a cleaner and better sports. The participants from the region and other parts of the world underlined the need to enhance the spirit of sportsmanship and raise the bar for excellence in different formats of the games. The experts discussed several issues including the Strategies for Working with Broadcasters to build and maintain audiences. They said that the sports events have the potential to attract massive global audiences across all forms of media and hence broadcast and sponsorship issues must be clearly spelt out to avoid any conflict of interests. Case studies from the success of Dubai Duty Free Tennis Championship, Bahrain Grand Prix Formula One Racing Championship, DP World Golf championship and Extreme Sailing Series sports in Oman, Turkey, China and Portugal drew huge interest from the participants. Technical and economic challenges also came to the fore during the two day summit .In a specific reference to the success of Dubai Duty Free ATP Tennis Championship, the organizers said that the the involvement of the host nation and the support from the sponsors hold the key to success of any mega sporting event.