Former Australia fast bowler Brett Lee has taken on his first commercial role tied to the UAE’s regulated gaming sector, signing on as the inaugural brand ambassador for Play971, the country’s sole licensed sports wagering and iGaming operator.
The platform, run by Abu Dhabi’s Coin Technology Projects LLC under the Momentum group, secured its licence from the General Commercial Gaming Regulatory Authority in November before going live. It remains the only outlet legally cleared to offer real-money sports betting and online casino play to residents inside the UAE.
Lee’s selection leans heavily on his ties to the country. The bowler settled in the UAE after retiring from international cricket, a move Play971 framed as giving him both worldwide recognition and a footing in the local market. The company described that mix as the reason he fit the ambassador role.
“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. 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,” Lee said.
The signing lands as cricket continues to draw crowds across the Emirates, driven by a sizeable South Asian population and the steady pull of domestic T10 and T20 events. Play971 pointed to that momentum as part of the rationale for bringing on a figure recognised among the quickest bowlers the sport has produced.
Philippa Bowland, the platform’s Commercial Director for iGaming, said the operator valued more than Lee’s record on the pitch. “We are pleased to welcome Brett Lee to 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,” she said.
Under the deal, the former bowler is set to appear in a range of fan engagement efforts and activations built to pull audiences nearer to the sporting action. The company has positioned the tie-up around shared principles of integrity, strong performance, and responsible play.
