La Plaza de Futbol, an open market that could give as many as 1,000 small businesses a platform to showcase their products and services, will operate throughout the 39‑day FIFA 2026 World Cup at American Dream, BINJE has learned.
The initiative, which will be formally announced later today — exactly 100 days before the World Cup begins — is the most ambitious effort to date to ensure small businesses can participate in what is expected to be a multi‑billion‑dollar economic boost for the state and region.
The Statewide Hispanic Chamber of Commerce of New Jersey, working in partnership with American Dream, will oversee the project, including vetting and approving participating businesses.
And while the La Plaza de Futbol name is in Spanish — and soccer is deeply embedded in Hispanic culture — organizers stressed that the opportunity is not limited to Hispanic-owned businesses.
“La Plaza de Futbol is being created as a way for small businesses to take advantage of this once‑in‑a‑generation event,” SHCCNJ CEO Carlos Medina said. “We welcome businesses of all types and from all communities.”
While plans are still being finalized, here’s what is known so far:
- The Plaza will be located on the third floor of Court A at American Dream and is expected to include at least 24 booths (the final number is still being determined);
- Participating businesses will likely rotate, each appearing for only a few days during the event, which begins June 11 in Mexico City and concludes July 19 with the final at MetLife Stadium;
- A portal for businesses to apply is expected to go live by mid‑April;
- There will be a participation fee, but organizers aim to keep costs comparable to a typical summer farmers market;
- The Plaza already has support from state entities, including the N.J. Sports and Exposition Authority; it is unclear if it will be eligible for potential funding from the N.J. Economic Development Authority;
- The Plaza is not affiliated with FIFA and will ensure that none of its branding, marketing, or licensing rules are violated.
Medina said the SHCCNJ is eager to collaborate with a wide range of chambers, including community (African American, Veterans, UNITY/LGBTQ+) and geographically based (Meadowlands, Newark, Hudson County) chambers.
For additional information, see this Q&A.
American Dream’s La Plaza de Futbol marketplace: A Q&A guide for small businesses (Q&A)
While businesses do not need chamber membership to apply, organizers noted that chamber affiliation often means a business has already undergone some level of vetting.
Organizers emphasized that the Plaza is not meant to replace the previously abandoned Fan Festival that had been planned for Liberty State Park.
Adam Petrick, chief marketing and brand officer at American Dream, said he has been working closely with the Hispanic Chamber and Gus Penaranda of the new Evolvere/UNITY Chamber to shape the initiative.
“Obviously, we house a lot of businesses — many of them national chains or major IP holders — but we’re also focused on helping to grow the regional economy,” Petrick said. “Small businesses are a critical part of that.
“As we looked at what will be happening here this summer, given our proximity to MetLife Stadium, we knew we wanted to create opportunities for small businesses, too. La Plaza de Futbol all will give entrepreneurs who normally wouldn’t have access to these crowds the chance to get in front of a massive audience.”
As of now, the Plaza does not have a title sponsor, but organizers said they welcome discussions with companies interested in supporting the effort.
The types of participating businesses will vary, but organizers anticipate categories such as food, professional services, collectibles, tourism and more — essentially anything that would appeal to local residents or international visitors. Due to health regulations, food offerings will be limited to packaged or grab‑and‑go items (such as coffee or sweets), not freshly prepared meals.
Penaranda, who has worked with the Hispanic Chamber on two previous Countdown to the World Cup events at American Dream, said the Plaza represents the culmination of years of planning.
“This is the result of years of pushing to ensure small businesses get a share of the economic opportunity connected to the World Cup,” he said.
The Modesto Educational Foundation, a 501(c)(3) nonprofit organization, will oversee contracting, operations, and financial administration for the activation, working in close coordination with the Statewide Hispanic Chamber and its partners.
