Play971 names Brett Lee first ambassador in UAE betting market push
Former Australian cricketer Brett Lee has been appointed the first brand ambassador for UAE-licensed betting platform Play971.
Play971 has appointed former Australian cricketer Brett Lee as its first brand ambassador, marking a marketing push as the UAE’s regulated betting industry continues to develop. Lee, who has made the UAE his home since retiring from international cricket, will feature in fan engagement initiatives and activations designed to strengthen the operator’s connection with sports audiences.
The announcement was made on June 11, with Play971 citing Lee’s sporting profile and long-standing connection to the UAE as key factors behind the partnership.
Play971 is operated by Coin Technology Projects LLC, a subsidiary of Momentum. The company began operations in November after securing a licence from the General Commercial Gaming Regulatory Authority (GCGRA), the body responsible for regulating commercial gaming in the UAE.
Play971 also stepped up its football betting push in June ahead of the 2026 FIFA World Cup, looking to reach football fans in the UAE through its regulated offering.
The operator pointed to cricket’s strong following in the country, supported by a large South Asian community and the popularity of T20 and T10 competitions, as a key driver behind the partnership. “We are pleased to welcome Brett Lee to Play971,” said Philippa Bowland, Commercial Director for iGaming at Play971, according to IAG.
Bowland said Lee is respected for his composure, professionalism and a strong sense of integrity. “As someone who has chosen to make the UAE his home and has a genuine appreciation for the country’s sporting ambition and diverse communities, he is a natural fit for our brand as we continue to engage audiences across the UAE,” added Bowland.
Lee said the partnership reflects his connection to the UAE and its sporting landscape. “I’m incredibly excited to partner with a groundbreaking brand like Play971. It’s an honour to be closely connected to the UAE and its vibrant sports community, and to play a part in its journey – a true hub of innovation where determination drives progress.”
He added: “It’s inspiring to be associated with a brand that’s building something special in a country where there truly is no such thing as impossible. Play971 reflects the same energy, passion and love for the game that I’ve always believed in.”
The appointment comes as operators in the UAE expand their offerings under an evolving regulatory framework, with competition increasing across newly licensed platforms, as Play971 looks to strengthen brand visibility in the market.
