Fifa World Cup can provide major boost to national businesses and SMEs

MUSCAT, JUNE 6
The Fifa World Cup is not only the biggest football tournament in the world but also a significant economic opportunity for businesses, small and medium enterprises (SMEs). Business owners and industry specialists in Oman highlighted that the potential benefits that the 2026 Fifa World Cup could bring to various sectors, including restaurants, cafés, sports apparel stores, printing companies, event organisers and technology service providers.
The participants agreed that the Fifa World Cup event creates a unique commercial environment that encourages spending, increases customer engagement and generates new business opportunities. They noted that organising public viewing events, football-themed festivals and fan zones could help stimulate economic activity and support local enterprises throughout the tournament period.

FOOTBALL GATHERING
Eng Azzan al Kindi, Co-founder and Chief Executive Officer of Rihal, said that football fans often prefer gathering in restaurants, cafés and dedicated fan zones to watch matches together, creating a vibrant social atmosphere similar to that experienced in host countries. “The World Cup offers an opportunity to create large public viewing areas equipped with giant screens and entertainment activities. During previous editions, similar events attracted large crowds and featured restaurants, football competitions, interactive games and family entertainment activities. Many football fans may not be able to travel to the host country, but they still want to experience the excitement and atmosphere of the tournament,” he said.
Al Kindi ended that technology companies can also benefit from the event by providing digital solutions, cloud computing services, data management systems and customer engagement platforms that support businesses operating during the World Cup period.
UNIQUE EXPERIENCES
Ahmed bin Rashid al Asmi, former restaurant owner and owner of Falcon Taekwondo Club, believes that businesses can capitalise on the tournament’s popularity by offering unique experiences that go beyond their traditional services. “The World Cup presents an exceptional opportunity for businesses to increase customer engagement and boost sales through fan events, special promotions and marketing campaigns linked to participating teams and matches,” he explained.
He added that restaurants and cafés can attract supporters by creating dedicated viewing areas, introducing special menus, organising prediction competitions and offering discounts linked to match results. “Major sporting events usually generate a noticeable increase in visitor numbers and customer spending, particularly during high-profile matches,” he said.

SPORTS MARKETING
From the retail sector, Ibrahim al Balushi, owner of Al Qaiser National for Sports Clothes, stressed that football and sports marketing are closely connected. He explained that sportswear retailers often experience increased demand during major football tournaments as fans seek jerseys, accessories and football-themed products.
“Special promotions, discount campaigns and prize draws can significantly increase customer interest. Football remains highly popular among young people, and many products today are linked to football clubs, national teams and international stars,” he noted.

VALUABLE OPPORTUNITIES
Meanwhile, Ali al Sabahi, owner of Al Abdaa Land Printing Company, said that global sporting events create valuable opportunities for printing and advertising businesses. “There is always strong demand for promotional materials, banners, decorations and branding solutions during major sporting tournaments. Restaurants, cafés and event organisers require football-themed designs and advertising materials to attract customers,” he said.
Al Sabahi also encouraged the organisation of large-scale public fan festivals and viewing events, noting that such initiatives would benefit numerous local businesses, including printing companies, event management firms, food vendors and entertainment providers. “In the previous edition of the Fifa World Cup, there was a festival for the fans at Oman Convention and Exhibition Centre (OCEC) where everyone came and spend sometime there. The festival had helped everyone as business owners for the commercial opportunities and the public to enjoy watching the matches of the Fifa World Cup,” he ended.
The owners and experts of the business believe that with proper planning and collaboration between government institutions and the private sector, the Fifa World Cup can serve as a powerful platform to stimulate local economic activity, create temporary employment opportunities and support the growth of SMEs across multiple sectors. By transforming the tournament into a nationwide celebration, businesses can benefit from increased visibility, higher customer traffic and stronger commercial returns while football fans enjoy a memorable World Cup experience at home.