The UAE’s first and only licensed sports betting and gaming platform, Play971, has announced former Australian cricketer Brett Lee as its first official brand ambassador.
Play971, which launched in November after being licensed by the General Commercial Gaming Regulatory Authority (GCRGA), said the partnership with Lee comes at a time when cricket continues to strengthen its presence across the UAE, supported by a passionate fan base, a large South Asian community and the continued success of local T10 and T20 competitions.
It added that, with Lee having made the UAE his home post-retirement, the former fast bowler brings a unique combination of global sporting stature and local relevance, making him a “natural choice” to become the first Play971 official brand ambassador.
“We are pleased to welcome Brett Lee to Play971,” said Philippa Bowland, Commercial Director for iGaming at Play971. “Beyond his achievements in international cricket, he 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.”
Lee added, “I’m incredibly excited to partner with a groundbreaking brand like Play971. It’s an honor 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. 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.”
Under the partnership, Lee will feature across fan engagement initiatives and activations that Play971 said are designed to bring audiences closer to the action.
Play971 is operated by Coin Technology Projects LLC – a subsidiary of Momentum.
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