The world cup is next year in Brazil...Abu Dhabi owns Man City, Emirates sponsors Real Madrid now and Qatar owns PSG. There's a lot of interest generated in the region and the startup is hoping to ride the wave, especially with the WC 2022 in Qatar.
It was nice to learn about what their expectations are out of social media, how it's already contributing to 12% of traffic to the site and what are some of the challenges when forced to use a bi-lingual social media account (English and Arabic in this case).
Here's a link to the interview. Hope you enjoy reading it.