World Cup Football Boosts Nepal's Economy Amidst Off-Season

Kathmandu. The World Cup football has provided relief to the sluggish economy and the recovering economy. Business and service sectors, considered off-season due to monsoon and farming season, were enlivened by football. 

However, a strange change was seen in the business trend this time. According to Sangharsha Bisht, President of the Restaurant and Bar Association Nepal (REBAN), business in hotels and restaurants, which is usually high in previous seasons, did not increase as expected this time; instead, alternative businesses were more visible. 

Normal Growth in Restaurant Business, Surge in Food Home Delivery

The timing of the matches, which were held late at night according to Nepali time, directly impacted the restaurant business. According to the president of the Restaurant and Bar Association Nepal, although there was some improvement in the number of customers directly present in restaurants, there was no large crowd as expected. 

However, online delivery, which happens at night, saw a significant improvement this time. According to the operators of delivery platforms like Foodmandu and Pathao Food, orders at night increased by up to 100% compared to normal. Businessmen say that the demand for alcohol and cigarettes, along with pizza, burgers, and snacks, saw a significant increase. 

Big Screens Attract Electronics Market

Every major football tournament held in Nepal directly benefits television sellers. 

According to the data from the Nepal Electronics Retailers Association and the Customs Department, there has been an increase of about 25 to 30 percent in the import and sale of televisions since one month before the tournament began. 

According to sellers of big brands like Samsung, LG, and CG, the demand for 4K televisions of 55 inches and above was high this time. Traders say that the demand for large-screen televisions and projectors, which are usually sold in small quantities, has increased this time. Traders say that the number of people buying large screens specifically to watch football has increased this time. 

Disruption in Public Broadcasting Affects Business

This time, the broadcasting rights were purchased at a high fee by a Nepali company (Media Hub), leading to strictness in broadcasting. This has affected business in public places. Due to the provision that hotels or cinema halls showing matches for commercial purposes must obtain separate permission, the trend of projecting football in every corner has decreased. 

This has resulted in lower than expected business for some small restaurants, according to stakeholders. Some restaurants have been seen trying to attract customers by arranging large screens internally. 

However, the strictness of copyright has been found to increase subscriptions for television and OTT platforms. 

AI Poses New Challenge in Jersey Sales

The jersey business used to generate millions in turnover for every football tournament. This time too, the jerseys of teams like Argentina, Brazil, France, Spain, Portugal, and Germany were comparatively high as usual. 

However, the business was not as expected this time. According to sports goods retailers in New Road and Votahiti, the use of apps that use artificial intelligence to fit one's photo onto any country's jersey has increased this time, preventing the T-shirt business from flourishing. 

“There was a large segment of people who bought jerseys just to post photos on social media; they are now content with photos made by AI,” says a store owner in New Road, “Because of this, the jersey business is not like before.”