Committed to bringing people together through memorable experiences, Mall of Muscat hosted The Live Arena, a football-themed destination at its second-floor Food Court. Held in collaboration with beIN SPORTS during the FIFA World Cup 2026, the event ran from 17 June to 19 July, combining live match screenings with interactive fan experiences that recreated the thrill of watching football in a stadium-like atmosphere. The initiative was met with an exceptional response, attracting thousands of football enthusiasts and families throughout the tournament and generating a vibrant atmosphere on every match day. More than just a screening event, The Live Arena evolved into a community hub where football, entertainment, and cultural celebrations came together, further strengthening Mall of Muscat's position as a preferred lifestyle and entertainment destination.
A defining feature of The Live Arena was its collaboration with Oman's Egyptian and Moroccan communities, bringing authentic cultural experiences to some of the tournament's most anticipated match days. In partnership with the Egyptian Community Club in Oman, the Egypt vs Australia and Egypt vs Argentina fixtures were complemented by live football analysis, Egyptian folklore performances, Tanoura dance, live music, freestyle football, roaming entertainment, interactive games, and exciting prizes. The celebrations were further honoured by the presence of His Excellency Yasser Mohamed Shaaban, Ambassador of the Arab Republic of Egypt to the Sultanate of Oman, who attended the match to support the Egyptian national team. Similarly, ahead of the Morocco vs France match, the Moroccan community presented an engaging program featuring traditional music, acrobatic performances, and cultural competitions celebrating Moroccan heritage. Together, these community-led experiences drew enthusiastic participation and elevated The Live Arena beyond match screenings, creating a unique destination where football, culture, and community came together in celebration.
Commenting on successful conclusion of The Live Arena campaign, Mr. Santosh Nair, Business Head, Mall of Muscat, said, “From the opening match to the final screening, The Live Arena demonstrated the unique power of sport to bring communities together. While football was the centerpiece, it was the blend of cultural performances, family-friendly activities, interactive entertainment, and diverse culinary experiences that transformed each screening into a memorable community celebration. The overwhelming response reaffirmed the importance of creating vibrant experiences around moments that resonate with our visitors. As Mall of Muscat continues to evolve as a lifestyle destination, we remain committed to introducing fresh concepts and a dynamic calendar of events that give people even more reasons to visit, connect, and create lasting memories beyond shopping and dining.”
