Snapchat rolls out series of activations for World Cup 2022

The company has also partnered with MENA broadcasters beIN Sports, MBC, Saudi Broadcasting Authority and Rotana to host football highlights and talk shows on Snapchat. (Shutterstock)
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Updated 24 November 2022
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Snapchat rolls out series of activations for World Cup 2022

  • Innovations include curated content, AR lenses and on-ground experiences in Qatar

DUBAI: Snapchat has introduced a host of new activations for users during the World Cup in Qatar.  

Owners Snap said 55 percent share sports-related topics on the platform, while 58 percent engage with such content.

Moreover, some 83 percent of football fans use a phone while watching TV, according to FIFA.

Activations include on-ground experiences in Qatar, new augmented reality lenses, immersive challenges, and curated content from regional broadcasters.

Snapchat has partnered with four AR developers from the Middle East and North Africa region — Mohamad El Asmar from Oman and Maha Aldosary, Ibrahim Boona and Fahad Mutlaq from Saudi Arabia — to create new lenses for the World Cup.

The platform has also partnered with several organizations to create AR experiences, teaming up with Qatar Tourism for visits to the Doha Corniche, and with telecom provider Ooredoo for the FIFA World Cup Challenge, which includes a series of interactive AR games including juggling, balancing, and scoring as many goals as possible.

Snap has also partnered with Saudi travel platform Almatar, which will see the travel agency use Snapchat’s AR technology to interact with and reward fans through the use of seven lenses, each of which is designed to provide a different experience.

In addition to new lenses and brand partnerships, Snapchat is also promoting World Cup-related content created by Snap Stars and regional broadcasters.

The company has also partnered with MENA broadcasters beIN Sports, MBC, Saudi Broadcasting Authority and Rotana to host football highlights and talk shows on Snapchat.

Users are able to subscribe to digital publishers like Augustus for football news and updates, and follow regional creators Bander Halwani, Khaled Alalyan and Abdulaziz Alabdon, who will share stories about trending topics, and Omar Farouk and Huda Sports, who will host fan-inspired conversations from Doha.


Trending: BBC report suggests sexual abuse and torture in UAE-run Yemeni prisons

Updated 02 February 2026
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Trending: BBC report suggests sexual abuse and torture in UAE-run Yemeni prisons

  • The investigation was produced by British-Yemeni BBC journalist Nawal Al-Maghafi

LONDON: A recent BBC video report diving into what it says was UAE-run prison in Yemen has drawn widespread attention online and raised fresh questions about the role of the emirates in the war-torn country.

The report, published earlier this month and recently subtitled in Arabic and shared on social media, alleged that the prison — located inside a former UAE military base — was used to detain and torture detainees during interrogations, including using sexual abuse as a method.

The investigation was produced by British-Yemeni BBC journalist Nawal Al-Maghafi, who toured the site, looking into cells and what appear to be interrogation rooms.

Al-Maghafi said the Yemeni government invited the BBC team to document the facilities for the first time.

A former detainee, speaking anonymously, described severe abuse by UAE soldiers: “When we were interrogated, it was the worst. They even sexually abused us and say they will bring in the doctor. The ‘so-called’ doctor was an Emirati soldier. He beat us and ordered the soldiers to beat us too. I tried to kill myself multiple times to make it end.”

Yemeni information minister, Moammar al Eryani also appears in the report, clarifying that his government was unable to verify what occurred within sites that were under Emirati control.

“We weren’t able to access locations that were under UAE control until now,” he said, adding that “When we liberated it (Southern Yemen), we discovered these prisons, even though we were told by many victims that these prisons exist, but we didn't believe it was true.”

The BBC says it approached the UAE government for comment, however Abu Dhabi did not respond to its inquiries.

Allegations of secret detention sites in southern Yemen are not new. The BBC report echoes earlier reporting by the Associated Press (AP), which cited hundreds of men detained during counterterrorism operations that disappeared into a network of secret prisons where abuse was routine and torture severe.

In a 2017 investigation, the AP documented at least 18 alleged clandestine detention sites — inside military bases, ports, an airport, private villas and even a nightclub — either run by the UAE or Yemeni forces trained and backed by Abu Dhabi.

The report cited accounts from former detainees, relatives, civil rights lawyers and Yemeni military officials.

Following the investigation, Yemen’s then-interior minister called on the UAE to shut down the facilities or hand them over, and said that detainees were freed in the weeks following the allegations.

The renewed attention comes amid online speculation about strains between Saudi Arabia and the UAE over Yemen.