MAM
Irdeto and African Wildlife Foundation Join Forces to Hunt Down Wildlife Crime Online
AMSTERDAM: The African Wildlife Foundation (AWF) and Irdeto have partnered to combat poaching and wildlife crimes online. The illegal selling of animal parts is the fourth biggest illicit industry worldwide behind drugs, counterfeit goods and human trafficking. These wildlife crimes not only decimate animal populations but also have a negative effect on the entire ecosystem, impacting local economies that rely on these ecosystems for tourism. By joining forces, AWF and Irdeto aim to protect animals from these crimes by leveraging Irdeto’s suite of cybersecurity services and technologies to investigate, identify and disrupt the sale of animal parts on the internet. The partnership will also work with local law enforcement, providing key forensic data and intelligence to help locate and arrest the criminals responsible for this illegal trading.
“The global illegal wildlife trade generates between $7 billion and $23 billion in illicit revenue every year,” said Kaddu Sebunya, President, AWF. “Our mission is to ensure wildlife and wild lands thrive in modern Africa. If this illicit industry continues to thrive, then our mission is in jeopardy. Together with Irdeto, we have an incredible opportunity to bring about a positive change, disrupt this illicit industry and make a positive impact on wildlife in Africa as well as across the globe.”
AWF is an international conservation organization that focuses on critically important landscapes in Africa, including strategies designed to protect the wildlife and wild lands of Africa and ensure a more sustainable future for Africa's people. Irdeto and AWF’s strategic partnership not only identifies different types of wildlife crimes across digital channels, but also provides the evidence needed to prosecute poachers and wildlife criminals. By disrupting illegal activities, this partnership can make a difference and ensure that endangered and threatened wildlife species are around for future generations.
“We are in a unique and lucky position to be able to use our cybersecurity expertise and technology for good,” said Doug Lowther, CEO, Irdeto. “When we announced to employees our intention to kickstart this philanthropic wildlife initiative, I was tremendously encouraged by the outpouring of support and the eagerness to get involved in this cause. The passion from our team was there, we just needed a like-minded partner that shared our enthusiasm for this cause. We have found that partner in AWF and I am proud that we can harness our expertise and technology for a good and just cause.”
To learn more about this cause, please visit: https://irdeto.com/wildlife/
Irdeto and AWF sign partnership agreement to combat wildlife crime online. From Left to Right: Doug Lowther, CEO of Irdeto, and Brian McBrearity, Vice President of Management Systems at AWF.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
