Public relations and communications firm The Romans has officially expanded its footprint in the Middle East and North Africa (MENA) with the introduction of a specialized sports and entertainment division, naming Sam Buckett to head the new venture as Managing Director.This rollout marks the second time the agency has established this specific vertical globally, following its initial launch in the United Kingdom. The newly formed department is set to deliver a comprehensive suite of services, encompassing public relations, influencer marketing, sponsorship strategy, live activations, content creation, reputation management, and creative campaigns.Buckett steps into the role after a tenure at Burson in Saudi Arabia, where he similarly led the sports and entertainment practice. His regional expertise includes a two-year stint in the Kingdom alongside significant involvement in Qatar surrounding the FIFA World Cup. As Managing Director, his primary objectives will involve scaling the division's client roster across the region, fostering strategic partnerships, and broadening the agency's footprint in sports, entertainment, and talent management.Reflecting on the launch, Buckett highlighted the immense cultural value of sports and entertainment to audiences while criticizing conventional industry approaches. He noted that fans are frequently treated as passive targets, leading to uninspired public relations, and emphasized that the new team intends to disrupt that trend by capturing the genuine energy and enthusiasm of the region's fanbases through engaging, dynamic work.The new entity will complement The Romans' existing regional operations, which include an ongoing partnership with Ethara—the organization responsible for the Formula 1 Etihad Airways Abu Dhabi Grand Prix. Furthermore, the MENA branch will integrate with the agency's broader international portfolio, contributing to global accounts such as WWE, UFC, Formula E, Formula 1, Oakley, and Puma.Joe Lipscombe, a partner at The Romans MENA, echoed these sentiments, pointing out that sports and entertainment form a core component of the agency's identity. He criticized formulaic industry tactics like repetitive kit collaborations and predictable talent choices, arguing that the deeply passionate MENA fan culture deserves higher-caliber creative output.In his new capacity, Buckett will collaborate closely with Chris Allen, the global Executive Director of Sports & Entertainment at The Romans, alongside the agency's UK-based personnel. Allen described the appointment as a pivotal moment for international expansion, noting that Buckett's background will help channel the region's substantial investments in sports and culture into impactful, culturally resonant campaigns.The unveiling of the sports and entertainment vertical follows The Romans' initial establishment in the MENA market via its Dubai branch in 2024. The agency's wider client roster features prominent global and regional brands including Porsche, Binance, Ethara, WaterWipes, Costa Coffee, and SharkNinja.