The Playknox, a sports business, media and marketing platform has appointed Hiba Al Mubarak as its Middle East Director, strengthening its strategic presence across the GCC and wider MENA region.
Hiba Al Mubarak is one of the region’s most respected sports and cultural communications professionals, bringing over 10 years of experience across the GCC and MENA markets. A specialist in media relations, strategic communications, and high-profile event coverage, she has led communications for some of the region’s most influential global platforms in sport, culture, and entertainment.
Her portfolio includes major international platforms such as Dubai Expo 2020, leading International Book Fairs across the Arab world, Globe Soccer Awards, and extensive sports PR and event coverage across the UAE and the Middle East. She has also played a key role in shaping the regional profile of global MMA through her work with the Professional Fighters League (PFL), directing fighter media campaigns for stars including Usman Nurmagomedov.
In addition to her PR leadership, Hiba is a prominent voice in football storytelling. She co-hosts the widely followed Arabic podcast “Our Life is Football”, which goes beyond the pitch to explore the untold stories, politics, emotions and power structures of the world’s most popular sport. The show, presented by journalist and sports analyst Mohamed Awwad and featuring Hiba Al Mubarak in its discussion segment, has become a leading platform for football culture and analysis in the Arab world.
The appointment reflects The Playknox’s commitment to building a globally connected, regionally rooted network that brings together sport, business, media, and culture.
Taruka Srivastav, Founder of The Playknox, said:
“Hiba brings something incredibly rare — deep trust within Middle Eastern media and sporting ecosystems, combined with global professionalism and storytelling power. As The Playknox expands its footprint across the Middle East, her leadership will be central to how we connect athletes, organisations, broadcasters and brands with the region’s fast-growing sports economy. We are proud to welcome her as Middle East Director.”
As Middle East Director, Hiba will lead regional partnerships, media and PR strategy, and content development, positioning The Playknox as a key bridge between Middle Eastern sport and the global sports industry.
Hiba Al Mubarak said:
“The Middle East is becoming one of the most important engines of global sport — from football and combat sports to mega events, culture and fan engagement. The Playknox is a platform that understands not just sport, but its power across media, business and society. I’m excited to help build meaningful stories, partnerships and opportunities that connect this region with the world.”
With this appointment, The Playknox deepens its role as a cross-border sports intelligence and storytelling platform, linking athletes, investors, rights-holders and media across Europe, Asia and the Middle East — at a time when the region is reshaping the future of global sport.
