Official Site of The State of New Jersey

SPECIAL EDITION: FIFA World Cup 2026™ Playbook for New Jersey Downtowns

The Countdown Is On: 62 Days to Kickoff!

On June 11, the FIFA World Cup 2026™ kicks off across the United States, Canada, and Mexico, and New Jersey sits at the very center of the action. MetLife Stadium will host eight matches, including the Final on July 19. The tournament is projected to generate $3.3 billion in regional economic impact, attract over one million visitors, and create approximately 14,000 jobs.

For New Jersey’s municipalities, BIDs, SIDs, Main Street programs, chambers of commerce, and downtown management organizations, this is a once-in-a-generation opportunity to attract new audiences, boost local businesses, and showcase the unique character of your communities. The impact will extend far beyond the stadium’s footprint, and the organizations that plan now will be best positioned to benefit.

NJBAC is here to help. We know that between the World Cup and America’s 250th Anniversary celebrations, many districts and municipalities are stretched thin. The NJBAC Office of Business Enhancement is available to collaborate with your organization by providing technical assistance, planning guidance, resource connections, and thought partnership as you prepare. Whether you need help developing a watch party plan, understanding grant eligibility, or simply talking through what makes sense for your community’s capacity, reach out to Business Enhancement Manager Ryan Gleason. 

Funding Opportunities

1. Choose New Jersey: World Cup Community Initiative Grants ($5 Million)

APPLICATIONS ARE NOW OPEN and DEADLINES ARE IMMINENT!

Governor Sherrill’s $5 million World Cup Community Initiative is now live, with Choose New Jersey serving as administrator of the funding. Grants are available to New Jersey-based organizations to host public fan experiences and events during the tournament. Two application tracks are available:

·         Large-Scale, Multi-Day, Multi-Location Events: Funds for major fan zone experiences distributed throughout the state. Eligible applicants: NJ-based 501(c)(3) or 501(c)(6) nonprofits. Apply here. Deadline: April 13, 2026, at 11:59 PM. Max Award: $1.5M

·         Smaller Statewide Initiatives: Funds for regional fairs, community festivals, cultural celebrations, and public watch parties. Eligible applicants: 501(c)(3) nonprofits and government entities. Apply here. Deadline: April 16, 2026, at 11:59 PM. Max Award: $100K

For questions, contact Choose New Jersey at eventgrant26@choosenj.com. Full details: choosenj.com

2. Welcome World Rewards Program: Free for Small Businesses

ACTION ITEM: Share this with your district’s businesses immediately.

The NYNJ Host Committee launched the Welcome World Rewards Program on April 1 - a free, region-wide digital platform that connects fans and visitors with local small businesses. Here’s how it works:

o   Small businesses opt in at no cost through a simple online application.

o   Fans explore a directory of participating businesses and earn points through digital check-ins.

o   Points unlock exclusive games, prizes, and experience, including the chance to win tickets to tournament matches, including the Final.

o   Fans who reach milestones by visiting businesses across NJ’s 21 counties and NYC’s 5 boroughs are eligible for premium prizes.

Business enrollment is open now through May 15, 2026. The platform launches publicly on May 25. District managers: this is a high-impact, zero-cost opportunity that you should be actively promoting to every business in your district. Businesses can apply here.

Official Planning Resources & Toolkits

NYNJ Host Committee Community Engagement Toolkit

The Host Committee has published a comprehensive Community Engagement Toolkit designed specifically for local businesses, nonprofits, and community organizations. It includes planning guidance, branding resources, event ideas, and promotional assets to help your district channel the energy of the tournament. The toolkit also includes a Public Viewing Community Communication Guide with information on hosting watch parties and securing a Public Viewing License.

Download the Community Engagement Toolkit | Public Viewing Information

NJTPA “From Streets to Stadiums” Placemaking Guidebook

The North Jersey Transportation Planning Authority, in partnership with NJIT’s Hillier College of Architecture and Design and the Voorhees Transportation Center at Rutgers, have released a placemaking guide specifically for municipalities and BIDs looking to activate public spaces during the tournament. The guide offers a “kit of parts” approach with affordable, easy-to-install ideas for transforming streets, plazas, parks, and parking areas into welcoming fan gathering spaces. It includes material lists, layout concepts, and best practices that can be adapted for any community’s scale and budget.

NJTPA is also available to provide technical assistance on site selection, design support, and demonstration materials through its Complete Streets Demonstration Library. Contact demonstration@njtpa.org to get started.

Download “From Streets to Stadiums”

Downtown NJ:  FIFA World Cup 2026™ Resource Hub

Downtown New Jersey has published a dedicated resource page with strategies, best practices, and member resources for downtown leaders preparing for the tournament. DNJ encourages members to review and bookmark the NYNJ Host Committee’s Community Engagement Toolkit and begin coordinating with municipal, tourism, and regional partners now.

MetLife Stadium Match Schedule

Use this schedule to plan programming, coordinate watch parties, and build marketing campaigns around specific match days.

District-Level Strategies: Your FIFA World Cup 2026™ Playbook

The following strategies are designed for district management organizations, municipal officials, and chamber leaders. Many of these can be implemented with modest budgets and existing infrastructure.

1. Organize and Promote Watch Parties

Public watch parties are the single most accessible way for communities far from MetLife Stadium to participate. Identify a suitable public space, a downtown plaza, park, parking lot, or even a restaurant patio, and coordinate a viewing experience for key matches. Consider partnering with local restaurants and bars to provide food and beverages. Remember that public viewings may require a Public Viewing License depending on the audience size and whether admission is charged; consult the Host Committee’s Public Viewing Guide for details.

2. Launch a “Welcome World” Storefront Campaign

The Host Committee’s Welcome World initiative provides branding resources and storefront decals for local businesses. District organizations can lead a coordinated effort to get businesses decorated and visible. Consider organizing a district-wide decorating day, distributing Welcome World materials, and encouraging businesses to display flags representing the nations competing at MetLife (Brazil, Morocco, France, Senegal, Norway, Ecuador, Germany, Panama, England). This is a low-cost, high-visibility strategy that signals your downtown is part of the celebration.

3. Push the Welcome World Rewards Program to Every Business

As noted above, the Welcome World Rewards Program is free, and business enrollment closes May 15. District managers should treat this as a time-sensitive outreach priority. Consider sending a dedicated email blast, posting on social channels, and including sign-up instructions in any upcoming meetings or newsletters. The more businesses enrolled in your district, the more likely fans and visitors will be directed to your community through the platform.

4. Create an International Food & Culture Festival

New Jersey’s extraordinary cultural diversity is one of its greatest assets. Consider partnering with restaurants and cultural organizations to host an international food festival tied to the nations competing in the tournament. This can be a standalone event or layered onto an existing summer programming calendar. It’s a natural fit for districts with diverse dining scenes and an opportunity to celebrate the communities that make your downtown unique.

5. Coordinate with Regional Partners

The tournament’s impact will be regional, not local. Work with neighboring municipalities, county tourism offices, convention and visitors bureaus, and others to coordinate event schedules, cross-promote programming, and avoid duplication. Choose NJ’s Community Initiative specifically calls for partnerships with chambers, SIDs, and local governments. Collaborative proposals will be stronger.

6. Prepare for Increased Foot Traffic and Visitors

Even if your downtown isn’t hosting a formal watch party, visitors moving through the state during the tournament may discover your community. Ensure wayfinding signage is clear, public restrooms are accessible, parking is well-marked, and businesses have current hours posted online. Update your district’s Google Business profile and social media presence. Consider creating a simple “Visitor’s Guide” one-pager with dining, shopping, and parking information that can be shared digitally.

7. Think Beyond the Tournament: Build Lasting Capacity

This tournament is temporary, but the organizational muscles you build preparing for it are not. The planning processes, event management skills, partner relationships, and community engagement strategies you develop this summer can serve your district for years to come. Treat preparations as a capacity-building exercise. Document what works, capture lessons learned, and use the momentum to strengthen your organization’s year-round programming.

A Note on FIFA™ Trademarks and Intellectual Property

Important: FIFA™ actively enforces its intellectual property rights. Terms like “FIFA,” “FIFA World Cup,” “World Cup 2026,” and official tournament logos are protected trademarks that cannot be used in commercial promotions, advertising, or merchandising without authorization. Businesses and district organizations should avoid implying any official association with FIFA™ or the tournament in their marketing materials. Instead, use general language like “soccer celebration,” “international football festival,” or “game day event.” The Host Committee’s Community Engagement Toolkit provides guidance on appropriate branding. For districts seeking more detail, Newark’s training series includes a session on “Legal Guidance for Businesses on FIFA™ Restrictions.” Consult newarkhappening.com/fifa2026 for session recordings and resources.

Additional Resources & Recommended Reading

·         Downtown NJ: Preparing Downtowns for a Once-in-a-Generation Moment – Strategies for downtown leaders.

•         NJEDA Board Approves $20M to Support FIFA World Cup 2026™ – Details on the $20M allocation.

•         NYNJ Host Committee Official Website – Schedules, fan festival details, and community resources.

•         Governor Sherrill’s $5M World Cup Community Initiative Announcement – Background on the initiative.

•         NYNJ World Cup 26 Jersey Fan Hub – Information on the official fan festival site at Sports Illustrated Stadium in Harrison.

•         NJ Small Business Manual – Comprehensive state resource guide for small businesses.

The world is coming to New Jersey this summer. Let’s make sure our downtowns, main streets, and business districts are ready to welcome it.

If you need help getting started, thinking through what’s realistic for your community’s capacity, or connecting with the right resources, the NJBAC Office of Business Enhancement is here for you. Don’t hesitate to reach out.

Ryan
Manager, Office of Business Enhancement
NJ Business Action Center 
Ryan.Gleason@sos.nj.gov 
609.633.6942