Play971, the UAE’s first and only licensed sports wagering and gaming platform, has welcomed global cricket icon Brett Lee as its first official brand ambassador.
The partnership 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.
Having made the UAE his home, Lee brings a unique combination of global sporting stature and local relevance, making him a natural choice to help Play971 create new and engaging ways for fans to connect with the sports they love.
Recognised as one of the fastest bowlers in cricket history, Brett Lee embodies Play971’s core values of integrity, performance excellence, and responsible play.
Beyond his achievements on the field, Lee is widely admired for his approachable personality and enduring passion for the game, showcasing qualities that reflect the shared enthusiasm Play971 aims to foster across its community of sports fans.
Philippa Bowland, Commercial Director for iGaming at Play971, said, “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.”
Commenting on the partnership, Lee said, “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.
Lee 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.”
As part of the partnership, Brett Lee will feature across fan engagement initiatives and activations designed to bring audiences closer to the action.
Play971 has opened doors for UAE‑based football fans to safely and legally wager on the upcoming international football matches for the first time ever ahead of the FIFA World Cup 2026.
This is a landmark moment in the country’s entertainment landscape, where players aged 21 and over can play on a licensed platform built for and based in the country.
The launch comes as the UAE’s regulated commercial gaming sector continues to mature under the oversight of the General Commercial Gaming Regulatory Authority (GCGRA).
Accessible across mobile and desktop browsers at Play971.ae, the platform offers wagering opportunities for international fixtures from every major sport and league, alongside regional and local events such as UAE football and horse racing.
Together, these offerings not only cater to – but more importantly reflect – the UAE’s diverse population of international sports fans.
The platform also features a curated game portfolio of classic casino‑style games and Play971 exclusives, headlined by live dealer games streaming from the GCGRA-licensed Abu Dhabi studio.
