Lee Dentith, Founder and CEO, Media Agency Group and World Sports AdvertisingMedia Agency Group (MAG) founder and chief executive Lee Dentith has taken World Sports Advertising to Dubai, extending the sports marketing and sponsorship brokering agency’s footprint into the Middle East.
World Sports Advertising operates as a standalone entity alongside parent company Media Agency Group (MAG), built around a single mandate: connecting brands with elite sports properties, rights holders, clubs and events on a global scale.
Its remit covers sponsorships, naming rights, live event activations and fan engagement strategies across the world’s major sports.
The Dubai office will target multi-market deals across Europe, the Middle East, North America and Asia, offering clients a pipeline from rights acquisition through to measurable campaign performance, moving the conversation beyond logo exposure and into commercial impact.
Lee Dentith, Founder and CEO, Media Agency Group and World Sports Advertising, said, “Sport has always been one of the most powerful ways for brands to build trust, emotion, and long-term affinity. The opportunity to raise the bar in how those partnerships are sourced, structured and delivered has never been greater.
Dentith added, “We’ve spent 20 years building the relationships that make these deals happen. Dubai sits at the crossroads of the world’s fastest-growing sports markets, and the appetite here, from brands and rights holders alike, is unlike anything I’ve seen before.”
As the group marks two decades in operation, the move adds a fourth base to an international network spanning London, Manchester and New York.
The timing is deliberate. Saudi Arabia is set to host the FIFA World Cup in 2034. Formula 1 has cemented its regional footprint. Sovereign and private capital is flowing into rights acquisition, event hosting and club ownership at a pace with few historical precedents. Dubai is where the deals are being done, and World Sports Advertising intends to be in the room.
The agency has a solid history in the Middle East, having brokered deals across major properties including the FIFA World Cup Qatar 2022, the PFL (Professional Fighters League), Conor McGregor’s BKFC, the Dubai International Parachuting Championships, Abu Dhabi Formula 1, and Riyadh Season.
