The World Cup Was Good for Business

Days before the World Cup final, conversations were already happening across Oman. It was not only about whether Argentina or Spain would win. The bigger question was: where were we going to watch it?
In one corner of a mall on the night of the final, dozens of teenagers gathered as one of them handed out tickets he had bought in bulk. Restaurants, cafés, hotels and cinemas were announcing viewing parties. Some people watched from rooftops. Others were willing to pay just to get the best seats in the house.
This may look like ordinary football excitement, but there was real business happening behind it.
Summer is normally a difficult season for many businesses in Oman. Residents and locals travel to cooler places, while those who remain often prefer to stay at home. Restaurants become quieter, malls lose some of their usual crowd and businesses have to work harder to bring people through their doors.
The World Cup changed that, even if only for a few weeks.
Every match became an opportunity. Restaurants created special menus. Hotels turned their lounges into viewing areas. Cinemas sold tickets. Supermarkets sold more snacks and drinks, while food-delivery riders remained busy long after midnight. Even smaller cafés benefited simply because people wanted somewhere to sit, watch and argue about football together.
The biggest money, of course, went to FIFA, broadcasters, advertisers and major sponsors. Their deals cost millions. But they were not the only ones earning. The money trickled down to businesses that had no direct connection to the tournament. All they needed was a screen, enough chairs and people willing to spend.
We have seen this before. Every four years, the World Cup takes over Oman. Football is deeply woven into life here. It is played in neighbourhoods, followed inside homes and discussed in offices. It is no longer something that belongs only to men. Mothers watch with their children. Women follow clubs and players. Families plan their evenings around important matches.
Then came the final.
For those supporting Argentina, Spain’s 1–0 victory was painful. Messi’s likely last World Cup campaign ended in disappointment, while Lamine Yamal and a new generation of Spanish players celebrated. Some decisions during the tournament appeared painfully uneven, something viewers could now examine repeatedly and in 4K, but Spain fought a good fight and deserved to be congratulated.
The tournament also gave Oman something it badly needed. During a slow summer, and at a time when regional tensions continued knocking on our doors, football gave people something joyful to talk about. It filled restaurants, brought families together and kept part of the business engine running.
The World Cup did its job. Now we wait for the next one, hopefully under much better circumstances.