When the FIFA World Cup arrives, sleep schedules disappear, rivalries intensify, and entire cities begin breathing football. Across India, millions of fans are staying up through the night to catch every goal, every save, and every moment of drama unfolding on the world’s biggest football stage. Nowhere is this passion more visible than in Hyderabad.
The city, known for its deep-rooted football culture, has transformed into a football carnival. Sports bars, cafes, restaurants, and community hubs are hosting massive late-night and midnight screenings to accommodate the tournament’s challenging time zones. Flyovers in Gachibowli have been decorated with football-themed displays, while neighbourhoods have erupted into friendly rivalries between supporters of Lionel Messi, Cristiano Ronaldo, Argentina, Brazil, Portugal, and England. Local businesses are embracing the excitement.
Ketan Agarwal, director of a group of bars, said there was strong interest among customers.
“There is a lot of excitement among clients to watch these matches, but the timings are odd in India. Some matches end around midnight. We are working out special screenings for those matches,” he said.
Across the city, establishments such as Spero Patisserie & Boulangerie and several sports bars are extending operating hours and offering special match-night deals. Official supporters’ groups, including dedicated Manchester United fan communities, are organising screenings and meetups, while localities such as Sainikpuri and Vallavur Nagar have witnessed fan rallies, car parades, jersey displays, and community watch parties. The enthusiasm is not limited to watching.
Football enthusiasts are flocking to turf facilities such as Ag Sports Club, Foodball Park, and Inplay Sports Arena for late-night five-a-side and seven-a-side matches. Meanwhile, academies including Football Fans Academy in Kapra and Hyderabad Little Stars Soccer Academy continue to nurture the next generation of players Some fans are even travelling across continents to experience the tournament firsthand.
Businessman Moses Reddy said,
“I am travelling to the USA and Canada to watch some of the matches.”
The impact is being felt globally. Mustafah Hussain Syed, vice-president of operations for a group of hotels in New York, noted the surge in football tourism.
“Indian visitors may number between 5,000 and 10,000, but strict visa and screening processes have restricted the numbers.”
Hyderabad’s excitement is part of a much larger national phenomenon.
Football is India’s second most popular sport, attracting more than 300 million viewers. While cricket remains king, football has carved out a massive and loyal fanbase. India even recorded one of the highest levels of Instagram engagement during previous FIFA World Cups, highlighting the country’s growing importance as a global football market.
The sport’s strongest cultural bases remain Kerala, Kolkata, Goa, and the Northeastern states. Kerala regularly transforms into a football festival during major tournaments, with giant cut-outs, fan-made stadiums, and street celebrations becoming commonplace. Kolkata, often referred to as the “Mecca of Indian football,” turns entire neighbourhoods into football-themed attractions. Meanwhile, states such as Manipur, Meghalaya, and Nagaland continue to produce some of India’s finest football talent.
The passion is also fuelled by European football. Millions of Indian fans stay awake into the early hours of the morning to watch the English Premier League, UEFA Champions League, and international tournaments. Clubs such as Manchester United, Arsenal, Liverpool, Real Madrid, and Barcelona enjoy enormous support across the country.
On the domestic front, the Indian Super League (ISL) has played a crucial role in strengthening local football culture. Since its launch in 2014 and recognition as India’s top-tier league in 2019, the ISL has helped create dedicated fanbases for clubs such as Kerala Blasters, Mohun Bagan Super Giant, and Bengaluru FC.
The FIFA World Cup may only come once every four years, but for Indian fans, football is no longer just an event—it is a culture, a community, and increasingly, a way of life.
And judging by the scenes unfolding across Hyderabad and the rest of the country, the heat is only getting hotter.
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