The Romans Appoints Sam Buckett to Lead MENA Sports Division

Independent creative PR agency The Romans has launched a dedicated sports and entertainment practice in the Middle East and North Africa, appointing Sam Buckett as managing director. He joins from Burson in Saudi Arabia, where he led sports and entertainment, and previously worked in Qatar around the FIFA World Cup.

Buckett will develop the regional client portfolio, commercial partnerships and work across sport, entertainment, talent and fan engagement. The new unit is the agency's second dedicated sports and entertainment practice after the UK and will provide PR and influencer services, sponsorship and partnership strategy, activation, creative content and reputation management.

The division builds on The Romans' existing relationship with Ethara, organiser of the Formula 1 Etihad Airways Abu Dhabi Grand Prix. Its international sports and entertainment credentials include WWE, UFC, Formula E, Formula 1, Oakley and Puma.

Key executives include Joe Lipscombe, partner at The Romans MENA, and Chris Allen, executive director of the agency's global sports and entertainment practice. The wider regional leadership includes managing director Sophia Boudjemaa and head of client services Lauren Sanders.

The Romans opened in Dubai in 2024 and has since expanded its regional client base, which includes Porsche, Binance, Ethara, WaterWipes, Costa Coffee and SharkNinja. The appointment reflects growing demand for specialist sports marketing and fan engagement capabilities as regional rights holders, brands and events expand.