Amazon and AWS entered a partnership with the Esports World Cup foundation to bring four tech-led activations to life.

The 2025 Hunna programme combines one-on-one mentorship, community events and expert-led workshops to equip women creatives.

At the centre of the Lord rebrand campaign lies a slogan – “كل لورد وراه كوين ” – translated to 'Every Lord has a Queen in his corner'.