Play971 has named former Australian cricketer Brett Lee its first official brand ambassador in the UAE. The company said Lee will take part in fan engagement initiatives and activations; Play971 is operated by Coin Technology Projects LLC, a Momentum subsidiary.
The partnership adds an ambassador to Play971’s audience engagement activity in the UAE sports betting market.
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BC Game said it has renewed its partnership with mixed martial arts fighter Colby Covington, who will serve as its global brand ambassador. The company said Covington will take part in digital campaigns, fan activities and sports entertainment content aimed at an international audience.
BC.Game said it appointed Mexican footballer Guillermo Ochoa as a brand ambassador for Mexico. The company said he will participate in football-related marketing campaigns, promotional activities and fan events as it seeks to build its local presence.
Start Bet announced on 5 January that influencer Maurício Martins Júnior, known as Maumau, would become its first official ambassador. The company said he would represent the betting brand; the announcement follows partnerships with other digital influencers in September 2025.
Betway has appointed Vladimir Guerrero Jr. as its global baseball ambassador, with his role in Ontario focused on responsible gambling tools. Super Group said the partnership would promote responsible gambling, in line with Ontario rules restricting athlete endorsements to responsible-gambling messaging.
Stake has appointed former Belgium international Eden Hazard as a global ambassador, reportedly ahead of the 2026 World Cup. The company said Hazard will take part in fan engagement and awareness campaigns across digital channels during the 2026 football season.