Earlier this year, FIFA announced the "adventurous, fun and curious" La’eeb as the mascot for the 2022 World Cup in Qatar.
La’eeb, which translates to a "super-skilled player" in Arabic, will be used as a key marketing ploy by the governing body in order to engage younger fans and ensure the showpiece event in the Middle East has a lasting legacy.
The Qatar World Cup is arguably the most controversial tournament in FIFA's history, with human rights concerns dominating the build-up to the tournament - especially the deaths of numerous migrant workers and troubling questions around treatment of LGBTQ+ people.
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But like many previous World Cups beforehand, Qatar will have a mascot figure at the forefront of their marketing scheme this winter, which was revealed at the FIFA World Cup draw in Doha earlier this year.
According to a press release from the governing body: "La’eeb will be known for his youthful spirit; spreading joy and confidence everywhere he goes. La’eeb comes from a parallel world where tournament mascots live. It is a world where ideas and creativity form the basis of characters that live in the minds of everyone."
Upon revealing La’eeb, who is said to encourage everyone to believe in themselves, Khalid Ali Al Mawlawi, Deputy Director General, Marketing, Communications and Tournament Experience, Supreme Committee for Delivery & Legacy, said: "We are delighted to unveil La’eeb as the Official Mascot for the first FIFA World Cup in the Middle East and Arab world. He comes from the mascot-verse – a place that is indescribable. We encourage everyone to imagine what it looks like.
“We are sure fans everywhere will love this fun and playful character. La’eeb will play a vital role as we engage fans young and old in Qatar’s FIFA World Cup experience."
