Sports sector reaps rewards from digitalisation

Since His Majesty Sultan Haitham bin Tarik assumed the reins of leadership, the Sultanate of Oman has entered a new phase of institutional development grounded in strategic planning and digital transformation, recognised as a cornerstone of comprehensive national progress and a key pillar of Oman Vision 2040. The sports sector has been an integral part of this transformation, witnessing significant progress in digital governance, organisational efficiency, fan engagement and athlete development.
Sports at the Heart of Digital Transformation
Digital transformation in Oman sports is driven by a clear understanding that modern technology is essential to improving efficiency, enhancing service quality and strengthening transparency and governance. This shift has become evident through the digitisation of administrative processes across sports federations and clubs, including electronic systems for player registration, competition management and international participation.
These measures have contributed to an estimated 40 per cent reduction in administrative processing time, allowing sports institutions to operate more efficiently while ensuring accuracy and accountability in decision making.
E-Ticketing and an Enhanced Fan Experience
One of the most tangible examples of digital transformation in Oman sports is the adoption of electronic ticketing systems. Platforms such as 'Tathkarati Oman' and 'Oman Tickets' have been used for major sporting events, including national team matches and domestic cup finals, bringing a qualitative shift in crowd management and fan experience.
According to organisational indicators, physical congestion at ticket outlets has been reduced by 60–70 per cent, also online pre-purchased tickets accounted for nearly 80 per cent of total attendance at some major matches. On the other hand, the average of stadium entry time dropped from around 25 minutes to less than 10 minutes through QR code scanning, beyond convenience, e-ticketing has improved safety standards and provided organisers with accurate data to support planning, marketing strategies and revenue forecasting.
Digital Platforms and Institutional Transparency
Omani sports federations have made notable strides in strengthening their digital presence by launching official websites, activating social media platforms and utilising online channels to publish competition schedules, national team call ups, results and regulations. This digital engagement has resulted in a more than 50 per cent rise in interaction with Omani sports content compared to pre-2020 levels, particularly among younger audiences. The enhanced online presence has significantly boosted transparency and improved communication between sports institutions, athletes, media and fans.
Digital Broadcasting and Expanding Reach
The expansion of digital broadcasting for local competitions has further amplified the reach of Omani sports; fans are no longer limited to in-person attendance, as online streaming platforms have made matches accessible anytime and anywhere. In several domestic competitions, individual matches exceeded 100,000 online views, the 18–35 age group represented more than 60 per cent of total viewers. This shift has strengthened the commercial value of competitions, attracting new sponsorship opportunities and positioning digital media as a key revenue driver within the sports economy.
Technology in Performance Development and Athlete Building
Digital transformation has extended into the technical and training aspects of sports, with clubs and national teams increasingly adopting performance analysis software, workload monitoring systems and athlete data platforms. These technologies have led to 20–25 per cent reduction in muscle-related injuries, improved physical readiness and tactical efficiency, data driven coaching decisions that enhance long-term athlete development. Such advancements align Oman’s sports ecosystem with global trends in smart sports technology and scientific athlete preparation.
Digital Transformation and the Sports Economy
The integration of digital solutions has directly supported Oman’s efforts toward economic diversification, electronic ticketing, digital broadcasting and online marketing have contributed to an estimated 15–25 per cent rise in revenues for some sporting events. Digital platforms have also played a role in promoting sports tourism, enabling visitors to plan their attendance, purchase tickets in advance and engage with events seamlessly, while showcasing Oman’s sporting facilities and tourism assets to international audiences.
Empowering Youth and National Talent
Under the leadership of His Majesty Sultan Haitham bin Tarik, youth empowerment has remained a national priority, reflected clearly in the sports sector. Digital transformation has opened new pathways for young Omanis to engage in sports management, digital media, performance analysis and content creation. These opportunities have helped build a generation of skilled professionals capable of managing modern sports institutions and driving innovation across the sector.
Future Horizons under Oman Vision 2040
Looking ahead, digital transformation in Omani sports is set to advance further through the integration of artificial intelligence, big data analytics, smart fan experiences and technology-assisted officiating. Aligned with Oman Vision 2040, this transformation reflects a broader national commitment to sustainability, innovation and excellence. In the era of His Majesty Sultan Haitham bin Tarik, sports in Oman have become a dynamic contributor to national development and a platform for shaping the future.