Former Australia fast bowler Brett Lee has been appointed the first brand ambassador for Play971, the United Arab Emirates’ only licensed sports wagering and iGaming platform, as reported by local media.
The platform is operated by Abu Dhabi-based Coin Technology Projects LLC under the Momentum group. It received regulatory approval from the General Commercial Gaming Regulatory Authority in November and subsequently launched operations. To date, it remains the only outlet legally permitted to offer real-money sports betting and online casino gaming within the UAE.
Lee’s appointment marks his first commercial role linked to the UAE’s newly regulated gaming sector. The former cricketer, who settled in the UAE following his retirement from international cricket, was described by the company as a natural fit due to his global profile and local ties.
In a statement, Lee said he was excited to partner with a brand closely connected to the UAE’s sporting landscape, highlighting the country’s reputation as a hub of innovation and ambition.
Play971 said the collaboration aligns with its emphasis on integrity, performance and responsible play. Philippa Bowland, Commercial Director for iGaming, noted that beyond Lee’s achievements on the pitch, he is respected for his professionalism and strong sense of integrity. She added that his appreciation for the UAE’s diverse sporting communities made him well suited to represent the brand.
The partnership comes at a time when cricket continues to enjoy strong popularity across the Emirates, supported by domestic T10 and T20 competitions and a large South Asian expatriate population.
Under the agreement, Lee will participate in a series of fan engagement initiatives and promotional activations designed to connect audiences more closely with sporting events across the country.
Play971 secured its licence in November and remains the sole platform authorised to offer online sports betting and casino play to UAE residents
