Muscat – Four years ago, Lionel Messi lifted the FIFA World Cup trophy in Qatar, capping a tournament that turned the Gulf into the centre of the football world. Across Oman, cafés overflowed with supporters, roadside stalls stayed packed until dawn, and public viewing areas drew thousands eager to share in the spectacle.

The atmosphere surrounding the 2026 FIFA World Cup, however, appears markedly different.

While football remains one of Oman’s most popular sports, a combination of late-night kick-offs and rising viewing costs has tempered the communal excitement that characterises big-ticket football events.

Many matches are scheduled between midnight and the early hours of the morning, making it difficult for fans to gather in public venues during the working week.

“Traditionally, Oman has embraced football culture in its own unique way,” said Sameer Al Amri, a banker and football enthusiast. “Omani spectators prefer open-air cafés, beachside shisha spots, hotels and roadside stalls where matches become communal celebrations. However, the timing and high costs have resulted in lower turnouts during the first few days of the tournament.”

For hospitality operators, the economics of screening matches have also become more challenging. Industry sources say commercial viewing rights for large venues can exceed US$10,000, prompting some hotels and restaurants to reconsider whether hosting public screenings is financially viable.

A senior official at Royal Tulip Hotel said the property currently has no plans to organise World Cup viewing events. “The fees applied by media rights holders are too high,” the official said.

Similar views have been expressed by other hospitality establishments in Muscat, particularly as operators weigh licensing costs against uncertain customer demand.

For fans, affordability is another factor. Vox Cinemas is reportedly charging RO4.5 per match, while hotels and private venues have priced screenings beyond the reach of casual fans. The popular broadcaster beIN Sports’ individual package, priced at approximately US$145, has also added to concerns over affordability.

Not all venues have stepped back. Sheraton Oman Hotel has launched a Football Fan Zone at Hive Lounge, offering match screenings, dining promotions and staycation packages. “The World Cup is the world’s biggest gathering of fans, and bringing people together is at the core of everything we do at Sheraton,” said Rejin Thomas, General Manager of Sheraton Oman Hotel.

“The Football Fan Zone at Hive Lounge has been created to give guests a place to connect, celebrate and enjoy every moment of the tournament in a vibrant atmosphere.”

For many supporters, however, home remains the preferred venue. “I am not so much interested in the matches because they are too late at night and I have to work early in the morning,” said Bader Al Harthy, a government employee. 

“It is difficult to adjust my sleep schedule. I will only stay up for the important matches.”

Like many fans, Al Harthy follows highlights and match reports the next day rather than watching every game live.

Responding to concerns over subscription costs, a beIN spokesperson told Muscat Daily that its commercial packages reflect the scale of coverage provided during the tournament. ““As the FIFA World Cup is the most-watched sporting event in the world, the packages are designed specifically for commercial environments and are priced accordingly.”

The spokesperson added that beIN continues to work with hospitality partners across the region to provide authorised access to matches.