The mascot is an integral part of every major sporting event, and is particularly important in engaging and creating the next generation of fans. In a FIFA World Cup™ of firsts, the mascot was no exception. La’eeb was the first mascot in tournament history that spoke. He was also the first fully digital mascot. And, finally, he was the first mascot to fly. Despite these innovations, Gem’s carefully planned global launch of La’eeb went off without a hitch. He became an instantly beloved and ever-present figure in the lives of football fans.
