WePlay strengthens regional leadership with senior appointment.
WePlay is proud to announce that Sharon Bennett will take up the new role of Head of MENA. WePlay is broadening its global footprint with offices in the UAE and serving clients across the MENA region. Sharon has worked with GCC clients for many years, ranging from the Asian Cup to SAFF Women’s Premier League. Most recently, Sharon leads the team delivering the UAE Tour and social-first sports partnership activations for Emirates.
In addition to operational leadership, Sharon will play a key role in delivering high-impact sports marketing, partnerships, and brand activations — including the accelerating growth of women’s sport in the region.
With extensive experience leading complex, multi-market projects, Sharon brings a deep understanding of the regional sports, media, and cultural landscape. She has worked across major sporting events, long-term brand partnerships, and strategic growth initiatives, helping organisations navigate the rapid evolution of sport in the Middle East.
A key focus of Sharon’s work has been supporting the rise of women’s sport across the UAE and MENA. As participation, professional competition, and fan engagement continue to grow, she has helped brands and rights holders unlock visibility and storytelling opportunities that reflect the region’s ambitions for inclusion, performance, and global relevance.
She is recognised for building high-performing teams, strengthening client partnerships, and delivering work that balances commercial impact with long-term value for sport.
Christian Miller takes responsibility for client services and operational delivery in the UK as Head of Client Services, working closely with WePlay’s rights holders and brands in Europe and North America.
