After years of working as a co-host/commentator for Big Time Wrestling, his boss, promoter Edward Farhat (who wrestled as "The Sheik") made him a part of his act. Donning a turban, dark glasses and outlandish clothing, he became The Sheik's manager, "Abdullah Farouk." The storyline had The Sheik's wealthy Syrian family sending Farouk to the United States to handle his affairs and guide his career. Roth's talent at the microphone, his interference in the matches, and his ability to incite the fans, made Farouk a big success. Very few of the regular viewers did not realize that Farouk was actually Roth, but it was simply accepted as part of the show.