Play971 has named former Australian fast bowler Brett Lee as its first-ever brand ambassador, strengthening its marketing efforts as the regulated betting market in the United Arab Emirates continues to take shape.

The appointment marks a significant milestone for the UAE-licensed operator, which is seeking to establish a stronger presence among sports fans through high-profile partnerships and fan engagement initiatives.

Play971 strengthens brand presence in the UAE

The announcement was made on 11 June, with Play971 highlighting Lee’s strong sporting reputation and longstanding connection to the UAE as key reasons behind the partnership.

Lee, one of Australia's most celebrated cricketers, has made the UAE his home since retiring from international cricket and remains a highly respected figure across the global sporting community.

As part of the agreement, Lee will participate in a range of marketing campaigns, fan engagement activities and promotional activations designed to connect Play971 with sports audiences across the country.

The partnership comes at a time when the UAE's newly regulated betting industry is beginning to attract increased competition among licensed operators.

Licensed operator targets growing sports audience

Play971 is operated by Coin Technology Projects LLC, a subsidiary of Momentum, and launched operations in November after obtaining a licence from the General Commercial Gaming Regulatory Authority (GCGRA).

The GCGRA serves as the UAE's federal regulator for commercial gaming activities and is responsible for overseeing the country's emerging betting and gaming sector.

Since launching, Play971 has focused on building awareness among local sports fans and recently expanded its football betting initiatives ahead of the 2026 FIFA World Cup.

The operator also sees cricket as a major growth opportunity due to the sport’s popularity within the UAE, particularly among the country's large South Asian expatriate community. Major international competitions such as T20 and T10 tournaments continue to attract substantial audiences throughout the region.

Play971: Lee is a natural fit

Commenting on the partnership, Philippa Bowland, Commercial Director for iGaming at Play971, said Brett Lee’s personal values closely align with those of the company.

"We are pleased to welcome Brett Lee to Play971," Bowland said.

She highlighted Lee's professionalism, integrity and strong connection to the UAE as key qualities that made him an ideal ambassador for the brand.

"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."

Brett Lee embraces UAE sporting journey

Lee expressed enthusiasm about joining the operator during a period of significant development for the country's sports and entertainment sectors.

"I'm incredibly excited to partner with a groundbreaking brand like Play971," Lee said.

"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."

The former Australian international also praised the operator’s ambition and vision.

"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."

UAE betting market continues to evolve

Lee’s appointment comes as operators licensed by the GCGRA continue investing in brand awareness and customer acquisition initiatives across the UAE.

The country's regulated gaming market remains in its early stages, but operators are increasingly positioning themselves ahead of major sporting events such as the 2026 FIFA World Cup, which is expected to drive significant betting activity worldwide.

For Play971, securing a globally recognised sports personality such as Brett Lee represents a strategic move to enhance visibility, build credibility and strengthen engagement with both cricket and football audiences across the region.

Sources: Focus Gaming News