If you drive through Muscat after midnight, you may notice something unusual. Roads are quieter, but cafés are full, hotel lounges buzz and restaurants welcome another wave. Across the city, families and friends gather around television screens, cheering, debating referee decisions and reliving every goal.
The FIFA World Cup has arrived, transforming daily life. Staged across the United States, Canada and Mexico, it has captured Oman’s attention. With a record number of Arab teams competing, interest has reached levels usually reserved for the latter stages.
For many, the World Cup is far more than a sporting event.
“It only happens once every four years,” said Muscat resident Ahmed al Jaabri, a lifelong football supporter. “You can miss a league match and watch the highlights later. With the World Cup, every match feels important.”
That sentiment is echoed across social media, where fans share late-night viewing sessions, packed sports lounges and impromptu gatherings. One theme stands out: football in Oman is rarely watched alone.
Football has long been part of the country’s social fabric. From neighbourhood kickabouts after sunset to packed stadiums, it brings generations and backgrounds together.
“Football brings everybody together,” said university student Khalid al Balushi. “My father supports one team, my friends support another, but during the World Cup we’re all watching the same matches together.”
The timing has added another layer. With matches played overnight Gulf time, dinner becomes pre-match preparation, coffee consumption rises and sleep schedules become flexible.
Businesses have been quick to respond. Across Muscat, hospitality venues have become football destinations, offering more than a television screen.
JW Marriott Hotel Muscat has emerged as a prominent gathering spot during major sporting events. Its spacious venues, dining and location attract groups seeking a polished social experience.
Elsewhere, hotels are adopting similar approaches. Kempinski Hotel Muscat’s Countdown Sports Lounge has become a popular viewing destination, while Sheraton Oman Hotel has also made football nights a major draw. Beachfront venues are pairing screenings with outdoor dining, allowing guests to enjoy cooler evenings while following the action.
The trend extends beyond luxury hotels. Neighbourhood cafés, restaurants and traditional tea shops in Muscat, Sohar, Nizwa and Salalah are extending opening hours for fans watching deep into the night. Many prefer these communal settings, saying shared reactions create an energy that cannot be replicated at home.
There is an economic upside too. For restaurants and cafés, the World Cup offers an opportunity during a quieter period of the year. Longer hours, special menus and themed promotions are helping venues attract customers who might otherwise have stayed home.
Employers, however, may be preparing for a different reality. Research by GulfTalent involving 1,200 professionals across nine Middle Eastern countries, including Oman, found that 84 per cent plan to watch at least some matches, while nearly half intend to stay up through the night for selected fixtures.
The impact is less about watching games during work than the following morning. While 45 per cent believe their performance will not be affected, around 30 per cent expect to arrive tired after sacrificing sleep. Others plan to start later, work remotely or use annual leave following major matches. Nearly three-quarters of surveyed managers said they would allow some flexibility during the tournament.
For the next few weeks, Oman will continue operating on World Cup time. Hotel lounges will stay lit after midnight, tea shops will remain busy until dawn, and friends and families will gather for just one more match. Productivity may take a slight hit, but few fans would have it any other way. The World Cup only comes around once every four years.
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