DUBAI, UAE – 20 October 2026 – In a move that signals a significant escalation in the regional battle for high-stakes creative communications, independent powerhouse The Romans has officially launched its dedicated Sports & Entertainment (S&E) division within the Middle East and North Africa (MENA). To helm this ambitious expansion, the agency has secured the appointment of industry veteran Sam Buckett as Managing Director, marking a strategic "marquee signing" that aims to disrupt the regional PR landscape. This launch represents the regional adaptation of one of The Romans’ most successful global business units, which was first established in 2021 and has since gained international acclaim for its unconventional, high-impact approach to brand storytelling. The Strategic Mandate: Bridging Global Expertise with Local Passion The expansion comes at a pivotal moment for the MENA region, which has rapidly transformed into a global epicenter for sports and entertainment investment. With massive state-backed initiatives, the hosting of global marquee events, and an explosion in cultural tourism, the demand for sophisticated, fan-centric communications has never been higher. Under the leadership of Sam Buckett, the new division is tasked with scaling The Romans’ footprint across five core pillars: sports, entertainment, talent management, fan engagement, and cultural integration. The agency aims to move beyond traditional PR, offering a holistic suite of services that includes influencer strategy, sponsorship activation, content production, and complex corporate reputation management. "The Romans has 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," remarked Buckett upon his appointment. "Too often, fans are taken for granted, which results 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. Our aim is to represent the vibrancy and passion of each part of this region and have some fun doing it." Chronology of Expansion: From London to Dubai The trajectory of The Romans in the Middle East has been nothing short of meteoric. While the agency’s global reputation was cemented in the UK and US markets, the MENA region was identified early on as a critical growth frontier. 2021: The Romans launches its dedicated Sports & Entertainment arm in its home market, establishing the playbook for its unique, high-energy PR style. 2024: The agency officially opens its regional headquarters in Dubai, UAE. This move signaled a commitment to localized operations rather than servicing the region remotely. 2024–2026: Within two years of its Dubai launch, the agency rapidly scaled, securing a portfolio of blue-chip clients including Porsche, Binance, Ethara, WaterWipes, Costa Coffee, and SharkNinja. During this period, the agency earned six "Agency of the Year" titles. October 2026: The official launch of the dedicated S&E division in MENA, with Sam Buckett appointed to drive the sector-specific strategy. The "Marquee Signing": Who is Sam Buckett? Sam Buckett enters the role with a pedigree that aligns perfectly with The Romans’ irreverent yet highly professional culture. He joins from Burson in Saudi Arabia, where he was instrumental in shaping the agency’s Sports & Entertainment practice. Buckett’s background is defined by "boots-on-the-ground" experience in the region’s most demanding environments. He spent two years navigating the rapid transformation of the Saudi Arabian market and played a critical role in Qatar during the 2022 FIFA World Cup, providing him with a nuanced understanding of how to engage both local and international audiences in the Middle East. Joe Lipscombe, Partner at The Romans MENA, underscored the significance of the hire: "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. We’ve gone big in the transfer market and made a marquee signing. Sports & Entertainment is in our DNA, and we’ve been waiting for the right moment to bring our unique offering here." In a characteristic show of agency culture, Lipscombe added: "It’s unfortunate he’s a Liverpool fan, but no one’s perfect." The Competitive Landscape: Why This Matters The MENA PR market has historically been dominated by large, multinational network agencies. The entry and expansion of The Romans—an independent agency—represents a shift in client preference toward agility, creative bravery, and specialized expertise. Key Service Offerings: Sponsorship & Partnership Strategy: Navigating the complex ecosystem of regional sports sponsorships to maximize ROI for both rights holders and brands. Fan-First Engagement: Utilizing data-driven insights to create campaigns that resonate with the "fan" rather than just the "consumer." Talent Management: Bridging the gap between global celebrities and regional cultural trends. Corporate Reputation: Managing the high-stakes narrative requirements of major regional event organizers and government-linked entities. The division builds upon an existing, robust roster of regional sports and entertainment clients, most notably Ethara, the event management powerhouse behind the Formula 1 Etihad Airways Abu Dhabi Grand Prix. By formalizing this division, The Romans is positioning itself to not only support its current roster but to compete for the next wave of multi-million-dollar government and private-sector contracts. Supporting Data: A Market in Hyper-Growth The decision to launch this division is supported by a macro-economic shift in the region. According to industry analysis, the MENA sports and entertainment sector is currently experiencing a CAGR (Compound Annual Growth Rate) that significantly outpaces the global average. The influx of capital into projects like Saudi Arabia’s Vision 2030, the ongoing development of the UAE’s sports tourism ecosystem, and the growth of e-sports in the region have created a vacuum for agencies capable of managing the "noise" and turning it into meaningful, earned media. Furthermore, The Romans’ success in securing six "Agency of the Year" titles in just over two years demonstrates a high retention rate and an ability to scale rapidly while maintaining creative quality—a feat often difficult for boutique agencies in the high-pressure GCC market. Implications: A New Era for Regional PR? The launch of a dedicated S&E division by a top-tier independent agency is likely to trigger a ripple effect across the regional communications industry. Increased Specialization: Agencies in the region will likely be forced to pivot away from "generalist" models toward more vertical-specific expertise to remain competitive against The Romans’ new specialized offering. Focus on "The Fan": The Romans’ stated commitment to avoiding "boring, lazy PR" is a direct challenge to the status quo. If the agency succeeds, it will likely set a new industry benchmark for what constitutes "creative" communications in the region. Talent Wars: The appointment of a high-profile lead like Sam Buckett signals a tightening of the talent market for S&E specialists in Dubai and Riyadh. As agencies vie for the best talent to service the booming sports sector, compensation packages and creative autonomy will become the new battlegrounds. Conclusion As The Romans integrates its global sports expertise into the unique fabric of the MENA market, the industry will be watching closely. With a proven track record, a high-energy leadership team, and a clear vision for the future of fan engagement, the agency is well-positioned to capitalize on the region’s current momentum. For brands, the message is clear: the era of standard press releases and generic activations is fading. In the Middle East’s rapidly evolving sports and entertainment arena, the future belongs to those who understand the culture, respect the fan, and are willing to take the creative risks necessary to stand out. As Joe Lipscombe noted, the agency has been "waiting for the right moment"—and by all accounts, that moment has arrived. Post navigation The Evolution of Earned Influence: Pete Mountstevens on the Future of PR Creativity Corporate Responsibility and Digital Distrust: Navigating Crisis, Policy Shifts, and Consumer Skepticism
