YouGov reveals Saudi, UAE viewers’ attitudes around FIFA World Cup 2022

The UAE, Saudi Arabia and Qatar are among the top 10 purchasing countries of the tickets, FIFA’s World Cup Chief Operating Officer Colin Smith said. (Supplied/FIFA)
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Updated 31 October 2022
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YouGov reveals Saudi, UAE viewers’ attitudes around FIFA World Cup 2022

  • 44 percent of Saudi and 42 percent of UAE residents who plan to watch the World Cup live or at home said that sponsorships can help keep companies socially relevant

DUBAI: As the first FIFA World Cup to be held in the Middle East gets ready to kick off in Qatar, the entire region is waiting in anticipation.

Ticket sales for the World Cup have already approached the 3 million mark, according to FIFA President Gianni Infantino and event organizers.

The UAE, Saudi Arabia and Qatar are among the top 10 purchasing countries of the tickets, FIFA’s World Cup Chief Operating Officer Colin Smith told a news conference in Doha.

As the region gears up for a massive boost to the travel, tourism and hospitality sector, YouGov ran a survey to learn more about UAE and Saudi consumers’ viewing and purchasing habits.

“After years of planning and with less than a month to go, it’s clear from our data that the impact of FIFA World Cup Qatar 2022 will stretch far beyond the host country itself,” Sam Dawson, commercial director at YouGov for the Middle East and North Africa, told Arab News.

“This presents an unrivaled opportunity for all companies to tap into and contribute to the excitement around the event,” he added.

The report analyzed the attitudes of consumers who will be watching from home, as well as watching the matches live.

YouGov’s data revealed that 43 percent of Saudi fans planning to watch FIFA live in the stadium are 35 to 44 years old, whereas 48 percent in the UAE are 24 to 35 years old. 

The top TV-on-demand and catch-up services regularly used in Saudi Arabia by viewers who plan to watch at home are Netflix (49 percent), Shahid (25 percent), Amazon Prime (20 percent), BeIN Connect (17 percent) and OSN Streaming (17 percent).

In the UAE, too, Netflix is in the lead (55 percent), followed by Amazon Prime (28 percent), Apple TV (9 percent), StarzPlay (7 percent) and Disney+ (6 percent).

When it comes to advertisements, in Saudi Arabia, 42 percent of viewers who plan to watch the World Cup live or at home said they notice ads in retail environments; 30 percent trust the advertising they see on posters/billboards; and nearly half (49 percent) pay attention to leaflets received in the mail.

In the UAE, over half (56 percent) of those who plan to watch the World Cup live or at home often notice ads at airports; 66 percent enjoy watching trailers at the cinema; and 39 percent enjoy watching ads with their favorite celebrities.

Sponsorships are a big part of all major sporting events, and the FIFA World Cup is no exception. Money spent globally on advertising the 2018 FIFA World Cup, for example, reached $2.4 billion, with brands expected to spend $200 million on an official sponsorship package, according to research from media company Zenith.

YouGov’s research found that fans are largely optimistic about sponsorships during the event.

Forty-four percent of Saudi and 42 percent of UAE residents who plan to watch the World Cup live or at home said that sponsorships can help keep companies socially relevant.

In Saudi, 40 percent said they take notice of who sponsors the sporting events they watch, and 32 percent like to support their favorite team by buying products from their sponsors.

In the UAE, 54 percent said they like brands that stick to sponsoring one team, and 46 percent said they would buy products from brands that support their favorite team.

Despite viewers’ receptiveness to advertising, Dawson cautioned: “It’s key to not apply a ‘one-size’ fits all approach when planning events, initiatives or campaigns.”


AI fuels cyber threats but also offers new defenses, panel tells WEF

Updated 57 min 39 sec ago
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AI fuels cyber threats but also offers new defenses, panel tells WEF

  • Cyber threats surged in 2025, with Distributed Denial of Service attack records shattered 25 times and a staggering 1,400% rise in incidents involving AI-powered bots incarcerating humans
  • Experts agreed that while AI has accelerated new and sophisticated threats, with phishing and impersonation on the rise, it has also improved solutions

DUBAI: Artificial intelligence is making cyberattacks more sophisticated and widespread, but it is also enhancing digital defenses, experts told the World Economic Forum on Wednesday, as they stressed the need for zero-trust systems and robust AI frameworks to reduce vulnerabilities.

Cyber threats surged in 2025, with Distributed Denial of Service attack records shattered 25 times and a staggering 1,400 percent rise in incidents involving AI-powered bots incarcerating humans.

Experts agreed that while AI has accelerated new and sophisticated threats, with phishing and impersonation on the rise, it has also improved solutions.

Michelle Zatlyn, co-founder, president and COO of Cloudflare, pointed to modern solutions organizations can invest in. However, she warned against the digital divide between major financial institutions that have robust cybersecurity measures, and smaller organizations struggling with outdated security solutions.

This divide, she said, necessitates heightened awareness and adaptation to modern security technologies to prevent crises, especially during vulnerable times like weekends.

The panelists stressed international collaboration and intelligence sharing between government agencies, law enforcement and the private sector as the way to tackle cross-border threats and build more resilient societies.

Catherine de Bolle, executive director at Europol, said AI has transformed the policing scene where traditional methods no longer function. She emphasized Europol’s extensive efforts to boost collaboration with the private sector to develop tools to protect the digital ecosystem, enhance crypto tracing and boost financial security.

De Bolle said AI had enhanced the capabilities and outreach of organized crime groups “because it facilitates the business model where you only need a computer and some people who are technically schooled.”

“We predict that in the future, digital crime frauds will be much easier as you gain a lot of money and reach more people without the need of an infrastructure,” she added. Collaboration with the private sector, she said, helps ensure a secure ecosystem that maintains user trust in online platforms.

However, Michael Miebach, CEO of Mastercard, said while AI can help defend against cyberattacks, trust needs to be built first among people to make these technologies fulfill its promises in driving prosperity and growth.

“If we don’t build a trusted layer around these technologies, people will not use it,” he said, pointing out that cyber threats have impacted the geopolitical, societal and corporate aspects of life.

Hatem Dowidar, group CEO of e&, called for more intelligent networks to deploy AI agents that detect and isolate malicious behavior early on to protect digital ecosystems from highly disruptive cyberattacks.

“So you are in some sense more cognizant of malicious hardware being embedded in your system,” he said. However, he warned against the loophole created as more companies implement agentic AI agents that could expose networks. Therefore, he urged the building of zero-trust systems to prevent incursions of new threats coming through these technologies.

He also stressed the need to establish guardrails to monitor AI agents because they are “programmed in plain language and it’s very easy that the programming goes out of context.”

“We never could have relied 100 percent on a human agent to work if there is no supervision and that will hold true for AI,” said Dowidar.

Another challenge the panelists highlighted was the blurred lines between state and non-state actors, with states potentially using organized crime to execute cyber operations.

Europol’s de Bolle said this brings new challenges for traditional policing and necessitates joint efforts across intelligence, defense, and law enforcement sectors.

“State actors are using criminal groups for their own purposes to launch DDoS attacks,” she said, adding that the danger comes from the fact that “states can hide behind and criminals can hide after the state and they don’t have to make the investment because the structure is already there.”

She said such developments make it necessary to think of the future of defense police intelligence services where law enforcement works closely with the private sector to tackle such dangers, while respecting the boundaries of different agencies: “If we do not put the information and intelligence together to tackle this, we will never win the battle.”

Dowidar said information sharing needed to happen on national and international security levels. Nationally, there should be an entity that coordinates between the police, intelligence, network operators and the critical infrastructure companies.

Internationally, there should be security centers that immediately inform other like-minded organizations around the world of any new threat, along with sharing how the problem was solved or whether help is needed from other experts.

Meanwhile, de Bolle said it was the responsibility of the private and public sectors to build societal resilience, boost digital literacy, revamp the education system and develop the critical mindset of the young generation who will use these tools in the future.

Cloudflare’s Zatlyn urged business leaders to understand the basics of new technologies, beyond only relying on technical teams, to keep revenue flowing and minimize risks facing their networks.

She also stressed that CEOs and organizations must consider AI agents as an “extension” of their teams.

“Organizations are concerned that their data will leak with the use of new technologies, but this depends how to train the agents. These are all stoppable issues,” said Zatlyn.