Catch the mall fever

FOOTBALL-LOVING husbands no longer need to kick up a stink when their wives insist on the armchair fans accompanying them on shopping treks during the World Cup Finals.

For Bahrain's leading malls have come up with a cracking big screen solution to the dilemma ... and supporters are flocking to watch the action.

Seef Mall and Bahrain City Centre are already witnessing packed houses through the early group stages of the competition and expect even bigger crowds when the knock-out stages are broadcast.

Many fans are staying to watch an entire match ... insisting their beloved wives carry on spending, much to the delight of store managers.

Yancy Virata, 31, an interior designer from Umm Al Hassam, said: "This is a great idea - now I don't have to nag my wife, Kristine, to leave early or trouble her while shopping - I can watch the game while waiting for her."

Nasser Salman, 31, a doctor from Dar Kulaib, was cheering throughout the England vs Algeria clash with his two-year-old son Najeeb by his arms. He said: "I normally watch the match at home, but when my wife, Hawra, insisted on coming out shopping, I agreed as I had heard that the malls were showing the game."

Shopper Hisham Mohammed, 30, a paramedic from Isa Town, was distracted by the huge screens and dropped plans of a shopping spree for a later date. He said: "I came in just as the game started so the shopping had to wait."

In Seef Mall, an agreement was signed by Shaikh Fawaz bin Mohammed Al Khalifa, General Organisation for Youth and Sports (Goys) president, Shaikh Abdulla bin Khalifa Al Khalifa, Seef Properties chairman and Samya Hussain, corporate communications manager of Zain Bahrain, to broadcast the matches on the big screen.

Nivedita Dhadphale of Seef Mall said: "Football is the number one sport for Bahrainis and all other Arab nations and with the World Cup being held in Africa for the first time ever the excitement is palpable.

"We at Seef Mall understand the emotions and spirit of our countrymen and, living up to our reputation of being the premier family shopping and entertainment destination in the kingdom and have made all necessary arrangements to enable visitors to the mall to experience the heady atmosphere of World Cup football in a relaxed environment."

A seated area has been provided by sponsors Zain Bahrain for fans to watch the match and entry costs just BD1, including a free snack voucher.

The telecom company is the sole organiser of the matches at the City Centre. 'Zainers' can text 'Zain' to 77018 and for a charge of BD1 gain entry to the seated arena as well as receiving two food and beverage vouchers. Other telecom users can also enter by paying BD2.

Telecom rivals Batelco, in collaboration with Bahrain Cinema Company, is sponsoring the screening of all World Cup matches live at Bahrain's leading cinemas, as reported last week.

The FIFA World Cup matches will be broadcast live at Bahrain Cinema Company (Cineco) screens at City Centre, Seef Mall and Saar Cineplex through Al Jazeera Sports channel, the official broadcaster of the 2010 FIFA World Cup.

One theatre at both Seef and Saar cinemas has been reserved for the match screenings, with entry open to Batelco customers and the public. At City Centre, the matches will be broadcast at two cinemas with one cinema reserved for the exclusive use of Batelco's customers. Matches are being presented in HD (High Definition), delivering a superb quality and experience.

The World Cup live match screenings costing BD3.500 are open for everyone. However in all cases, Batelco's customers are offered 40 per cent discount on ticket prices when they book using O Cinema by visiting https://cinema.o.com.bh from their mobile or online.

Sunil Balan, Cineco's chief operating officer, said: "Football is the 'in thing' in Bahrain and there is nothing better than watching the action on the cinema screen."

Aside from showcasing the matches in its cinema halls and hallway, the Seef Mall is also hosting several other events associated with the month-long football festival, including a PlayStation tournament and daily quizzes and competitions, like guessing the winners of each day's matches and 'expectations for games scores'. An exhibition is being held that provides a photographic history of the World Cup over the years since its inception.