La Plaza de Fútbol, a small business village that will run at American Dream
throughout the 39-day FIFA 2026 World Cup, has opened a portal that is accepting
applications for businesses that wish to take part.
La Plaza, created by American Dream in partnership with members of the New Jersey
Small Business Growth Council aims to serve as an open market that will allow
approximately 1,000 small businesses a chance to showcase their products and
services to World Cup visitors.
The village, which will feature 22 single booths and 10 double booths, will be located in
American Dream – Court A, Level 3 – spanning between Jarana Restaurant and the New
Jersey Hall of Fame.
Booths will have two prices — during one of the stadium’s eight match days and during
the 31 non-match days.
- Booths on non-match days: Single ($350), double ($750);
- Booths on match days: Single ($800); double ($1,600).
- There also will be a $25 registration fee and a $262.50 technology fee.
The application process is being handled by Juegos AI Lab, a New Jersey-established
innovation start-up.
Here is more information on the application process.
- Vendors can pick between one and three days to reserve a booth. The days
selected do not have to be consecutive. - The application has two parts: The vendor application and agreement and
registration on the Juegos Business Platform. - The application requires a NJ business certificate and certificate of insurance
(both of which can be uploaded on the web site). - Once vendors apply and are cleared, American Dream will review the applicant list to ensure products and services fall within state and local code for retail engagement.
- Cannabis and alcohol companies are not permitted. And food & beverage companies will only be approved if their product is commercially sealed.
The Juegos Business Platform, required by La Plaza de Fútbol, accomplishes two
objectives:
- The Juegos Business Platform conducts an automated IRS TaxID/FEIN check on
the vendors applying to ensure legitimacy of businesses, which is a security
requirement of the application process. - Each participating La Plaza vendor’s promotions (as well as any special
promotions that American Dream’s retail tenants would like to promote) will be
shared on the “Juegos Social” mobile app, to maximize fandom discovery and
the engagement of thousands of visitors, fans, and locals visiting American
Dream daily. - Additionally, all vendors have access to this technology for a full year, through
Summer 2027, as an evergreen benefit towards their small business growth per
their one-time La Plaza registration.
La Plaza still has sponsorship opportunities available; visit the contact page of the
website to take advantage of American Dream’s massive fandom engagement.
All operational details (parking, set-up, communications, etc.) can be found on the
website’s FAQ, or at the mandatory walk-thru upon vendor selection confirmation.
