MUSCAT, JUNE 28
The Fifa World Cup evolved far beyond being the world's biggest football tournament. Today, it represents one of the largest global marketing platforms where brands compete not only for visibility but also for consumers' emotions, loyalty and long-term engagement.
Speaking to the Oman Observer, marketing and communications expert Abdullatif al Maamari said that the ongoing Fifa World Cup 2026 has demonstrated that successful marketing is no longer determined by the size of advertising budgets but by the ability to create authentic stories that resonate with audiences.
"The World Cup is no longer just a football tournament; it has become the world's biggest marketing laboratory," Al Maamari said. "The biggest battle on the pitch is no longer between national teams, but between global brands competing for the most valuable real estate in the world as the attention and emotions of billions of people."
According to Al Maamari, what has stood out during this World Cup is not the amount of money invested by multinational companies, but the strategic thinking behind every campaign.
"What impressed me most during this cycle wasn't the size of the budgets," he explained. "It was the strategic intelligence behind the campaigns. The brands that succeeded were not necessarily those that spent the most. They were the ones that understood people the best."
Throughout the tournament, Fifa and its commercial partners have introduced innovative advertising opportunities that have transformed traditional sponsorship into highly engaging brand experiences. Mandatory hydration breaks, for example, have become premium advertising windows, allowing broadcasters to air commercial content at guaranteed viewing moments without disrupting the flow of the match.
Similarly, branding on referees' communication equipment, match official uniforms, digital LED perimeter boards, fan engagement zones and interactive social media campaigns have all demonstrated how every element of the tournament can become a valuable marketing asset.
For Al Maamari, these examples should inspire Omani institutions to rethink how they approach sports marketing — not only during global tournaments but also in local and regional sporting events.
"These are not merely observations," he said. "They represent a practical road map. We are approaching a defining decade for the region, with the Fifa World Cup 2034 set to be hosted in Saudi Arabia. The question is not whether we have the financial resources to compete. The question is whether we have the courage to tell our own story."
He believes Oman possesses unique cultural and historical strengths that remain largely untapped in modern marketing. "Oman carries a civilisational and human narrative that has barely been translated into contemporary marketing language," he noted. "It is a story built on authenticity, neutrality, hospitality, maritime heritage and quiet confidence — qualities that many global audiences are increasingly searching for."
Rather than attempting to imitate international brands, Al Maamari encouraged local businesses to build campaigns that celebrate Omani identity while connecting emotionally with consumers. One of the most notable examples from the current tournament, he said, is Adidas' global campaign titled 'Backyard Legends.'
"On paper, the campaign featured some of the biggest names in world football and entertainment, including Lionel Messi, Lamine Yamal, Jude Bellingham, Timothée Chalamet and Bad Bunny," Al Maamari explained. "But the film was never really about the celebrities. It was about a feeling."
Produced with a nostalgic 1990s visual style and set in neighbourhood streets rather than glamorous stadiums, the campaign reminded viewers that football greatness begins in ordinary communities. "The message was simple yet powerful," he said. 'Legends are not born inside stadiums — they are born in the streets where children play without crowds or pressure.' In just two and a half minutes, Adidas didn't simply promote football boots. It sold people their own childhood memories."
Nike adopted a completely different strategy but achieved a similar emotional impact. "Instead of producing a cinematic commercial, Nike released 42 signed Polaroid photographs across its social media platforms over a period of twelve weeks," al Maamari said. "The images featured football icons such as Cristiano Ronaldo, Erling Haaland and Kylian Mbappé."
"There was no dramatic soundtrack, no elaborate storytelling and no expensive production. The campaign demonstrated that the world's most powerful marketing message does not always require a video. Sometimes authenticity alone creates the strongest connection."
Despite their contrasting approaches, both campaigns shared one common characteristic.
"They gave people something to feel not merely something to watch," he observed.
Al Maamari believes this lesson carries significant relevance for Omani companies, particularly small and medium enterprises (SMEs), tourism operators, retailers, restaurants, hotels and digital entrepreneurs seeking to capitalise on major sporting occasions.
"The brands that will lead the next decade are not necessarily those with the biggest advertising screens," he concluded. "They will be the ones with the most honest stories."
As billions of viewers continue to follow the action at the Fifa World Cup 2026, the tournament is proving once again that football is far more than a sporting spectacle. It is a global platform where innovation, creativity and emotional storytelling shape consumer behaviour and redefine the future of marketing. For Omani businesses, the lessons extend well beyond the football field, offering valuable opportunities to strengthen local brands, connect with new audiences and prepare for the region's growing role on the global sporting stage ahead of the Fifa World Cup 2034.
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