The six-time MENA Agency of the Year becomes the second market to launch the offering, after the UK, with former Burson sports lead Sam Buckett taking charge for the region.
Dubai, UAE – October 20, 2026: Serially award-winning independent creative PR agency The Romans has launched its dedicated Sports & Entertainment division in MENA, with Sam Buckett appointed Managing Director.
The launch marks the regional expansion of one of The Romans’ most successful global offerings, bringing a decade of earned-first, fan-centric creativity to one of the world’s fastest-growing sports and entertainment markets.
With the Middle East investing heavily in global sporting properties, live entertainment, cultural destinations, and homegrown talent, the region’s ambitions have never been bigger, fans have never been more passionate, and the opportunities for brands to earn their place in culture have never been greater. But despite a $600 billion plus economy, the sports and live entertainment marketing industry is still struggling to live up to the expectations of the modern fan, according to The Romans.
It’s game time for the agency
The Romans believes the region is ready for a new breed of sports and entertainment PR partner. One that combines the creative firepower of a modern independent agency with the strategic expertise, cultural intelligence, and industry relationships to deliver on the world stage. And one with a decade of experience driving global fandom and talkability for sporting and entertainment heavyweights including WWE, UFC, Formula E, Formula 1, Oakley, Puma and more.
The marquee signing
Joining from Burson in Saudi Arabia, where he headed up Sports & Entertainment, Sam Buckett brings extensive regional experience, including two years in the Kingdom and a stint in Qatar working on the FIFA World Cup. He’ll be taking charge of The Romans’ newest division, tasked with building its regional portfolio, creating new partnerships, and expanding the agency’s presence across sports, entertainment, talent, fandom, and culture. And of course, delivering the best, earned-first, fan-centric creative work in the region.
Sam Buckett, Managing Director, Sports & Entertainment MENA, The Romans, said,”The Romans have built a knock-out reputation globally as one of the best teams in Sports and Entertainment PR, with a trophy cabinet bigger than Al Hilal. I’m over the moon to be bringing this distinctly unique offering to MENA and to deliver work no other agency in this part of the world could conceive.
“There are few things in life people care more about than their sports and entertainment passions. But too often fans are taken for granted. Treated as a captive audience, resulting in boring, lazy PR. We are going to change that. Nowhere else on the planet is investing in sport and entertainment on the scale of this region, both as a host of major events, but also as a creator and exporter of IPs, rights, brands and communities. Our aim is to represent the vibrancy and passion of each part of this region for sport and entertainment and have some fun doing it. It won’t be boring.”
The new division will bring The Romans’ expanded playbook to the region, combining PR & influencer, partnerships and sponsorship strategies and activations, content and creative activations, and reputation management.
Joining the heavyweights
The division will build on an already mouthwatering regional roster of major sports and entertainment players, including Ethara, the business behind the Formula 1 Etihad Airways Abu Dhabi Grand Prix. It will also support the global portfolio.
Joe Lipscombe, Partner, The Romans MENA, said,”We’ve gone big in the transfer market and made a marquee signing in Sam Buckett. A cool, experienced head with the energy of a young Mo Salah. Sports & Entertainment is in our DNA and we’ve been waiting for the right moment to bring our unique offering here to the region. This is one of the most passionate fan cultures in the world, but they’re bored of logo wallpaper, kit collaborations, and the same three footballers being recruited for every campaign. They deserve better. That’s our goal.
“In Sam, we’ve found another one of the region’s most exciting young leaders, who knows his way around the boardroom as much as he does a golf course. It’s unfortunate he’s a Liverpool fan, but no one’s perfect.”
The MENA announcement is the latest chapter in an already impressive global story for the agency’s sports and entertainment practice. Buckett will build on the vision of global Sports & Ents lead Chris Allen, and his award-winning team in the UK.
“Sam has plied his trade in more countries than Cristiano, which means he has developed a unique and deep understanding of fandom in the Middle East and beyond,” said Chris Allen, Executive Director of Sports & Entertainment, The Romans.
“His signing will allow us to build on the brilliant sports work we are already doing in the region, turning the considerable investment and ambition of brands and organizations into ideas that earn their place in culture. Sam’s appointment also marks an exciting step in the growth of our sports and entertainment offering globally.”
The announcement follows a remarkable run of form for The Romans in MENA. Since opening its Dubai doors in 2024, the agency has rapidly established itself as one of the region’s most provocative and exciting independent creative agencies.
In less than two years, The Romans has collected six Agency of the Year titles and built a growing portfolio of regional and international clients including Porsche, Binance, Ethara, WaterWipes, Costa Coffee, and SharkNinja, among others.
The Sports & Entertainment launch marks another major move in the agency’s regional growth story, adding specialist firepower to a business built on independence, creative ambition, and a healthy disregard for the mundane.
“We’re here to give the sports and entertainment market the PR it deserves. Our DMs are wide open, we’re taking briefs, and we’re scouting the region’s best talent. Game on,” added Lipscombe.