As the countdown to the world’s biggest sporting event begins, Newark is positioning itself as the heartbeat of the region. On April 14, city leaders and economic partners unveiled “Kick it in Newark,” a massive citywide campaign designed to transform New Jersey’s largest city into a global destination for fans, residents, and visitors during the FIFA World Cup 2026™.
The initiative, led by the Newark Alliance in partnership with the City of Newark and Invest Newark, aims to ensure that the city’s diverse neighborhoods benefit from the economic and cultural momentum of the tournament.
Newark’s deep-rooted connection to soccer—seen in institutions like the Ironbound Soccer Club and St. Benedict’s Prep—makes it a natural epicenter for the games. Mayor Ras J. Baraka emphasized that the city’s identity is perfectly aligned with the global spirit of the World Cup.
“Newark bursts with pride during the FIFA games every four years,” he said. “As a Flag City, we are pulling out all the stops to provide residents and visitors with an immersive experience. We are ready to welcome the world to stay with us and treat yourself to our eateries, music, and art.”
At the center of the celebration is Newark’s selection as a host for Goya Presents Flag Cities 2026. This regional fan festival will take over Mulberry Commons in downtown Newark on June 24, 2026, from 4 p.m. to 9 p.m. The event will feature:
- Large-screen match viewing for fans to catch the action live.
- Live entertainment and cultural programming.
- Interactive experiences celebrating the diverse nations competing in the tournament.
To ensure the benefits of the World Cup reach every ward, the Newark Alliance is launching the Experience Newark Community Event Sponsorship Program. These microgrants will support grassroots, community-driven events taking place between June 27 and July 19.
Invest Newark is also providing a safety net for local entrepreneurs through:
- “Ready, Set, Goal” Training: Specialized sessions helping businesses prepare for the influx of international tourists.
- Business Development Grants: Applications for these grants close on April 20.
“The World Cup presents a rare opportunity to showcase Newark to a global audience while generating meaningful economic impact for local businesses,” Marcus Randolph, president and CEO of Invest Newark said.
Recognizing its proximity to MetLife Stadium and major transit hubs, the city is rolling out a comprehensive hospitality strategy:
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Newark Welcome Team: Ambassadors will be stationed at transit hubs and high-traffic areas to assist visitors and provide local recommendations.
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“Stay & Play” Packages: Curated hotel deals designed to encourage fans to explore Newark’s arts and dining scenes on non-match days.
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Mobile Passport Trails: Digital “Explorer Trails” on Bandwango will guide visitors through thematic routes such as “Art, Beauty & Culture” and “Wellness” across all five wards.
