The official mascot for the event, which is being held in Doha, Qatar, is La'eeb, a cutesy kaffiyeh-inspired figure whose name means 'super-skilled player' in Arabic.
Disney recently released a remake of its cartoon of 1940, which stars Tom Hanks alongside a CGI puppet and assorted cutesy animals (including the weirdly flirtatious goldfish from the original).
Baristas at Starbucks are called " partners" because, the firm's website explains, " We are all partners in shared success." Tech firms are wedded to cutesy names for their employees.