Muscat – As the FIFA World Cup reaches its decisive stage, football is once again proving that it is far more than just a sporting spectacle. The tournament has evolved into a global industry that stimulates economic activity across a wide range of sectors, from restaurants and cafés to hypermarkets, retail outlets and entertainment venues. In Oman, businesses are capitalising on the excitement by creating dedicated viewing areas and special offers to attract football fans eager to watch the world’s biggest matches together.

With the semi-finals set to begin on Tuesday, anticipation is building among supporters across the sultanate. Restaurants are extending their viewing facilities, shopping centres are organising fan zones, and many businesses say the tournament has noticeably increased customer traffic during match days.

Yazan Ammar, from Ezz Al Arab Restaurant in The Village in Seeb, said the restaurant had prepared well in advance for the tournament.

“We installed two large screens to broadcast the matches and have been welcoming a large number of football fans every evening,” he said. “Watching the World Cup in a lively atmosphere with fellow supporters creates a special experience that people cannot enjoy at home.”

According to Ammar, some matches have attracted exceptionally large crowds.

“The Egypt versus Argentina match drew one of the biggest audiences, while the Morocco-France match also filled the restaurant with enthusiastic supporters. Fans arrived early to secure seats, especially for the knockout matches.”

Businesses outside the hospitality sector are also benefiting from the football fever. An employee at one of the major hypermarkets in Al Khuwair said the retailer had dedicated a spacious area with a giant screen to broadcast World Cup matches.

“Our objective is to enhance the shopping experience while encouraging customers to spend more time in the hypermarket,” he said. “Customers who make purchases worth at least RO5 are granted access to the viewing area, where they can enjoy the matches comfortably.”

He added that the promotion has increased footfall, particularly during evening hours, with many families combining shopping with watching the games.

Football fan Nasser Al Souli said he prefers watching World Cup matches in restaurants rather than at home.

“I enjoy the atmosphere created by large screens, cheering crowds and friends gathering together,” he said. “It feels like being inside the stadium.”

Looking ahead to the semi-finals, Al Souli believes all four remaining teams deserve their place in the last four. Spain will face France on Tuesday at 11pm, while Argentina meet England on Wednesday at the same time.

“My prediction is another Argentina-France final, similar to the 2022 World Cup in Qatar,” he said. “However, this time I believe France will lift the trophy because they look like the strongest and most balanced team in the tournament.”

Economists note that major sporting events such as the World Cup generate a ripple effect across the economy, boosting sales of food and beverages, televisions, sportswear, decorations and other consumer products. For many businesses, the tournament has become an opportunity not only to increase revenue but also to strengthen customer engagement by offering memorable experiences that bring communities together through the universal language of football.