As Baseball United enters its next phase of growth, the league is adding experienced leadership off the field to help strengthen its commercial future.
Baseball United announced the appointment of sports marketing executive Roger Duthie as special adviser, bringing on a longtime advocate for baseball development in the United Arab Emirates as the league continues expanding across the Middle East and South Asia.
Duthie has spent years helping grow the game at the grassroots level through his work in Dubai while building an international career in sports marketing, sponsorship and commercial partnerships. His experience in brand strategy comes at a pivotal time for Baseball United, which is looking to build on its inaugural championship season and continue establishing itself as a professional baseball league.
Duthie is widely recognized in the sports business industry for his work in sponsorship sales, commercial strategy and brand partnerships. Throughout his career, he has helped organizations identify new revenue opportunities, develop corporate relationships and marketing initiatives designed to increase fan engagement.
Duthie brings nearly three decades of experience in sports marketing and commercial partnerships to Baseball United. Before launching his own consultancy, he spent nearly 20 years as global head of sponsorship at Emirates Airline, where he managed an annual sponsorship portfolio exceeding $300 million. During his tenure, he negotiated and oversaw high-profile partnerships with organizations including the Los Angeles Dodgers, Arsenal FC and the Ryder Cup.
Beyond his corporate experience, Duthie has been a longtime advocate for growing baseball in the United Arab Emirates. As president of Dubai Little League, he helped strengthen the sport at the grassroots level, supporting youth participation and contributing to the development of the local baseball community.
Building on that experience, Duthie founded BearFish Sports Marketing, a consultancy focused on creating strategic partnerships that help organizations increase brand awareness, expand their audiences and drive business growth. Those same strengths are expected to benefit Baseball United as the league continues to pursue new sponsorship opportunities, strengthen relationships with global brands and expand its commercial presence while growing the game across the Middle East and South Asia.
When asked how he has seen baseball evolve over the years during an interview on the Baseball United Podcast with Liam Skiffington, Duthie pointed to the sport’s growing international reach.
“The international aspect of baseball, which is amazing,” Duthie said. “When I first started, it was mostly in North America, but over the years, especially the last five or six years, we’ve had Europeans, Asians and Russians who play the sport. What really was eye-opening for me was the international aspect of baseball. The modern game is really global, an amazing international sport for an international community.”
His appointment reflects Baseball United’s continued investment in its business operations as the league seeks to expand its presence beyond the playing field. While Baseball United’s mission has centered on introducing professional baseball to the Middle East and South Asia, sustainable growth will depend on attracting sponsors, strengthening corporate partnerships and building new revenue streams.
The move comes during a period of organizational change following Baseball United’s first championship season. Co-founder John Miedreich recently assumed the role of chief executive officer, while Baseball Hall of Famer Barry Larkin serves as chairman of the board alongside vice chairmen Adrián Beltré and Robinson Chirinos.
Baseball United currently consists of four franchises: the Mid East Falcons, Mumbai Cobras, Karachi Monarchs and Arabia Wolves.
As a longtime leader within Dubai’s baseball community, Duthie has also played an active role in growing the sport at the youth level. His experience developing baseball locally, combined with decades of international sports marketing expertise, positions him to support Baseball United’s efforts to expand both its commercial reach and the sport’s footprint throughout the region.
For emerging professional leagues, commercial partnerships often become one of the most important factors in achieving long-term stability. Baseball United has already established relationships with equipment manufacturers, apparel companies and international partners. Adding an experienced sports marketing executive signals the league’s continued focus on securing new sponsorship opportunities and strengthening its business foundation as it prepares for future growth.
Duthie’s appointment signals Baseball United’s continued investment in building a sustainable future both on and off the field. As the league expands its presence across the Middle East and South Asia, his experience in international sponsorships and commercial sport strategy positions him to help advance Baseball United’s long-term vision of growing the game internationally.
Photo courtesy of Baseball United’s official Instagram
