Tel Aviv in the Crossfire: How Football, Basketball, and the University Keep the Wheels Turning

It's Monday 2 March 2026. While we back home are closely watching the emergency diplomatic meetings and threat levels in the wake of the weekend's events, the reality in Tel Aviv is far more nuanced. For those of us who have followed this region for decades, it's precisely the contrasts that stand out: The city breathes, lives, and acts with an intensity that defies all warnings. It's this duality that makes Tel Aviv a fascinating case study, whether you're an investor, a football fan, or a researcher.

Blue-and-yellow fighting spirit amid red alerts

At Bloomfield Stadium, shared by the city's two great prides, the geopolitical temperature is immediately palpable. Maccabi Tel Aviv FC played their last home game recently, and the atmosphere was electric – not just because of the chase for points. Several people I spoke with after the match described it as a rallying point, a way of showing that daily life goes on. Their rivals Hapoel Tel-Aviv also have their loyal fans, known for their left-wing profile and involvement in the local community. At a time when national divisions are sharpening, these local derbies become a release valve and a reminder that identity isn't just about conflict lines, but also about community and passion. For the clubs, this means increased security costs, but also a huge commercial opportunity: public engagement is at its highest when the outside world seems unstable.

The same picture emerges in the basketball arena. Hapoel Tel Aviv B.C. has had a strong season in the Israeli league, attracting talent who see opportunities where others see risk. An agent with several European players in the league made no secret that clauses about safety and insurance are now just as important as salary negotiations. Yet the interest in playing in Tel Aviv is high – the city offers a vibrant nightlife and an international atmosphere that compensates for the unpredictable security situation. For sponsors and media outlets, this means the 'Maccabi' and 'Hapoel' brands are more valuable than ever; they're not just selling sport, they're selling a story of resilience.

Knowledge as a borderless resource

A few kilometres from Bloomfield lies Tel Aviv University, one of Israel's premier research institutions. The campus in Ramat Aviv appears as a green oasis, but the tremors are felt here too. The university has long been a magnet for international students, including many from the Nordic countries. This year, we're seeing a significant increase in applications from young people wanting to delve into conflict resolution, high-tech, and medicine – fields where Tel Aviv truly ranks among the world's best.

The administration is now working tirelessly to adapt to a reality where lectures can suddenly be replaced by online meetings, and where research collaborations with overseas partners must weigh the need for physical presence against security risks. What's interesting is that many of the technological solutions being developed right here – in cyber defence, remote surgery, and artificial intelligence – become even more relevant in a time of crisis. For Norwegian investors and tech companies, Tel Aviv University is therefore not just an academic institution, but a strategic partner. I foresee that more Norwegian venture capital firms will increase their presence in the city over the next year, precisely because the expertise being developed here has a unique application in an uncertain world.

Business opportunities in the shadow of conflict

As an analyst, it's tempting to dwell on the macroeconomic consequences of what's happening. We've seen similar patterns before: immediate panic in the stock market, followed by rapid adaptation. What sets today's situation apart is that the business community in Tel Aviv has built remarkable resilience. The city's start-up scene, often dubbed 'Silicon Wadi', continues to attract capital despite – or perhaps because of – the constant threat. Investments are now particularly targeting:

• Security technology: Surveillance systems, cyber defence, and emergency solutions for the civilian population.
• AgriTech and water management: Technologies ensuring food and water supply in a region marked by uncertainty.
• Digital health: Solutions for remote treatment and crisis management, developed in collaboration with Tel Aviv University and the area's hospitals.

For a Norwegian business community increasingly looking towards new markets, Tel Aviv is a gateway. Not just to Israel, but to the entire region. The major players in shipping, energy, and finance are already established here. What surprises me is that more medium-sized Norwegian companies haven't discovered the potential. At a time when the Oil Fund and other institutional investors are clamouring for sustainable and innovative projects, Tel Aviv is the goldmine sitting right in the eye of the storm.

I've been in meetings with both Maccabi executives and university researchers over the past week. Common to all of them is an almost stoic calm – a conviction that the work they're doing is more important than the noise outside. It's this attitude that makes Tel Aviv more than just a city on the map. It's a reminder that economic value and human creativity thrive best when they are challenged. For those of us navigating this landscape, whether as investors, sports enthusiasts, or academics, it's about understanding that risk and opportunity are two sides of the same coin. And right now, at the beginning of March 2026, that coin is in constant spin.