Get All Access for $5/mo

He is La'ebb, the mascot of the Qatar 2022 World Cup He is inspired by a traditional garment and comes from a parallel universe called the "mascotverse", the metaverse of mascots.

This article was translated from our Spanish edition.

Shaun Botterill | Getty Images

His name is La'eeb and today he was presented to the entire world during the group draw for the Qatar 2022 World Cup . The mascot of the most followed sporting event on the planet is an anthropomorphized Qatari turban that has eyes, eyebrows, a mouth and its own agal (the black cord used to fasten that garment to the head). The design is inspired by the accessory frequently used by men from Qatar and other countries of the Arabian Peninsula.

The name La'eeb refers to soccer, as it means "skillful player" in Arabic, that is: a crack . On the official FIFA website it is explained that the character "comes from the metaverse of pets, a parallel universe that cannot be described in words and that everyone can imagine as they want" .

During the event Khalid Ali Al Mawlawi Deputy General Director of Marketing, Communication and Experiences of the Supreme Committee of Organization and Legacy, explained: "I am sure that fans from all over the world will love this happy and funny character. La'Eeb will be essential in helping us bring fans of all ages to the fantastic experience of this FIFA World Cup."

A video showed the peculiar mascot exploring the parallel universe "mascotverse" alongside RedOne, one of FIFA's creatives, and living with other characters from past World Cups such as Juanito 70, Naranjito, Zakumi, Goleo, Fuleco and Pique.

Surely soon we will see La'eeb in T-shirts, cups, balls, World Cup keychains, since merchandising is part of the business.

The Qatar World Cup will be held from November 21 to December 18 this year and for the first time it will be played in winter due to the high temperatures in the Arab country during the summer.

Eduardo Scheffler Zawadzki

Entrepreneur Staff

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Growing a Business

This Cozy Coffee and Garden Shop Has Become a Staple in Its Community By Following 5 Smart Strategies

Maypop is a combination coffee and garden shop where a blend of community building and customer service creates an unforgettable experience.

Business News

OpenAI Just Released Its Text-to-Video Generator, Sora. Here's How the New AI Could Impact Small Businesses and Creators.

Sora has a variety of use cases for businesses, from social media campaigns to video creation.

Franchise

McDonald's Announces the Return of the Snack Wrap in 2025 — Here's What to Expect From Its Comeback

The decision comes after years of persistent customer demand for the portable snack, which debuted nearly two decades ago.

Business News

Who Is Luigi Mangione? UnitedHealthcare CEO Brian Thompson Murder Suspect Arrested in Pennsylvania on Firearms Charge

Mangione, 26, has not been charged in connection with the killing of Thompson.

Innovation

These Entrepreneurs Created a League That Turns Gamers Into Pro Race Car Drivers: 'We're Giving Drivers a Sustainable Career Path'

Racing Prodigy's innovative E2Real sports league is lowering the high-cost barrier to entry for drivers to take their passion to the track.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.