As the FIFA World Cup unfolds across the United States, Canada, and Mexico, Oman is experiencing a noticeable shift in its nightly rhythms, particularly in Muscat. Despite quieter roads after midnight, cafés, hotel lounges, and restaurants teem with enthusiastic fans who gather to watch matches, debate referee decisions, and celebrate goals together.

Oman’s heightened interest in this edition of the World Cup is fueled by a record number of Arab teams participating, drawing attention usually reserved for the tournament’s later stages. For many residents, the event transcends sport and represents a rare occasion that unites people across generations and social groups.

“Football brings everybody together,” said university student Khalid al Balushi, noting that differences in team loyalties dissolve during the tournament as friends and family members watch games collectively. Lifelong football supporter Ahmed al Jabri echoed this sentiment, emphasizing the tournament’s unique significance compared to regular league matches. “It only happens once every four years,” he said. “Every match feels important.”

The timing of the games, often scheduled during overnight hours in Gulf time, has further changed daily habits. Dinner routines now revolve around pre-match preparation, coffee consumption rises, and many fans adjust their sleeping patterns to keep up with the matches.

Hospitality venues across Muscat have responded to the demand by transforming into social hubs for World Cup followers. The JW Marriott Hotel Muscat has emerged as a favored destination due to its spacious, well-appointed areas and dining options. Similarly, Kempinski Hotel Muscat’s Countdown Sports Lounge and Sheraton Oman Hotel have capitalized on the excitement by promoting football nights as key draws. Beachfront venues have combined outdoor dining experiences with live screenings, allowing guests to enjoy cooler evenings while following the action.

This trend extends beyond luxury hotels to neighborhood cafés, traditional tea shops, and restaurants in cities including Muscat, Suhar, Nizwa, and Salalah. Many establishments have extended their opening hours, accommodating late-night gatherings that foster a communal atmosphere fans say cannot easily be replicated when watching alone at home.

The tournament’s influence also comes with economic benefits. Typically slower during this time of year, many food and beverage outlets have leveraged the World Cup to boost customer numbers through longer hours, special menus, and themed promotions.

At the same time, the schedule poses challenges for employers. A recent survey by GulfTalent of 1,200 professionals across the Middle East, including Oman, found that 84 percent intend to watch at least some matches, and nearly half plan to stay awake through the night for select games. While 45 percent expect their daytime performance to remain unaffected, about 30 percent anticipate arriving at work fatigued. Others are considering flexible arrangements such as later start times, remote work, or using annual leave following major matches. Nearly three-quarters of surveyed managers indicated they would accommodate such adjustments during the World Cup.

For the coming weeks, Oman’s nocturnal landscape will continue to revolve around the World Cup. From hotel lounges illuminated after midnight to tea shops packed until dawn, the shared excitement around football is reshaping the country’s nights—an impact few fans would choose to forgo, given the event’s once-every-four-years occurrence.