Last month, the FIFA World Cup 2026 NY/NJ Host Committee announced its Welcome
World Rewards Program – an effort to help small businesses in the state take
advantage of the economic possibilities the event will bring this summer.
The program is a key part of the Host Committee’s economic development strategy and
is designed to distribute the tournament’s projected $3.3 billion regional economic
impact beyond the stadium and into neighborhood businesses across New York and
New Jersey.
The program is not a paid marketing program, it is not limited to businesses near the
stadium and it does not require an app download.
The only requirement is to register by May 15.
Didn’t get the word? No worries. The Statewide Hispanic Chamber of Commerce of
New Jersey, led by Chairman Luis De La Hoz, recently held a zoom presentation to
break down the program.
De La Hoz implored businesses to be ready.
“People will be spending money in your community — not just near the stadium,” he
said. “Make sure your business is visible.”
What follows is a concise overview of what every small business owner needs to know.
Why it matters
The Welcome World Rewards Program is a free, webbased platform that connects fans
and visitors with local, independent small businesses through a digital rewards
experience.
Fans use the platform to discover nearby places to eat, shop and explore. When they
check in at participating businesses, they earn points that can be redeemed for rewards
such as merchandise, exclusive experiences, and tickets to FIFA World Cup 2026
matches — including the final on July 19 at MetLife Stadium.
For businesses, participation means visibility where visitors are already looking.
Your business appears as a recommended destination on the NYNJ Host Committee’s
official website — the same site incoming visitors will use for match schedules,
transportation information, and local guidance throughout the tournament.
“It’s a simple and free way to put local businesses front and center with World Cup fans
— and convert that visibility into real visits,” according to Bettina Garibaldi, the Chief
Marketing & Communications Officer of the Host Committee.
Who is eligible
The program is open to independent, owned and operated small businesses with a physical
location in New York or New Jersey.
To qualify, your business must:
- Be in good standing with the state
- Be customer-facing
- Be engaged in the direct sale of goods or services to the general public
The following business types are not eligible:
- Franchises and chain restaurants
- Tobacco retailers
- Firearms and weapons dealers
- Gambling establishments
- Adult entertainment venues
Eligible businesses span a wide range of industries, including restaurants, cafés, retail,
salons and spas, entertainment venues, hotels, galleries and attractions.
As emphasized during the webinar, this program is not limited to food and beverage
businesses.
“When you travel, you need things you didn’t expect to need,” De La Hoz said. “Don’t
assume your business doesn’t qualify.”
Step by step: How to register
Registration is free and takes only a few minutes. The application consists of six short
questions.
Step 1: Access the application
- Visit the registration link through the NYNJ Host Committee website or via the
link shared during the SHCCNJ webinar and on SHCCNJ social media channels.
Step 2: Enter your business information
- Provide your legal business name and DBA name (if different), using the name
your customers recognize. - Enter your physical business address — this is how fans will locate you on the
platform map.
Step 3: Provide contact details
- Enter the name, email, and phone number for your primary business contact.
This is how the Host Committee will communicate with you.
Step 4: Select your industry category
- Choose the category that best fits your business (food & beverage, retail,
entertainment, hotel, gallery/attractions, or “other”).
Step 5: Indicate your point-of-sale system
- Identify the payment system you use (such as Square, Clover, Shopify, or other).
Step 6: Enter your business hours
- List your current hours and indicate whether you plan to extend them during the
tournament period. - World Cup matches and fan activity will extend well beyond standard business
hours.
Step 7: Submit
- After submitting, you will receive confirmation. Applications are reviewed by the
Host Committee, and approval notifications will follow.
What happens after you register
Once approved, your business will receive a welcome package containing official
program signage and a QR code to display at your location.
Fans scan the QR code to access the Welcome World Space, a location-based
gamified digital experience. Each visit, checkin and interaction earns points,
encouraging repeat visits throughout the tournament.
The platform goes live for fans on May 25, 2026, approximately two weeks before the
first match, and remains active through July 19, the day of the Final.
Participating businesses may also offer their own discounts, promotions, or exclusive
offers to reward engagement and drive additional foot traffic.
This program is statewide – not stadium-limited
This program covers all of New York and all of New Jersey.
National teams will train across the region. Fan zones will operate well beyond
stadium-adjacent areas. Visitors will stay in hotels and short-term rentals throughout both
states.
Important: What you cannot do
The FIFA World Cup is heavily trademark-protected.
Participating businesses may not:
- Use FIFA logos
- Use the phrases “FIFA World Cup,” “World Cup 2026,” or “Copa Mundial”
- Use official tournament imagery or player images
What you can do:
- Promote your participation in the Welcome World Rewards Program
- Offer original promotions and discounts
- Use original artwork or creative expressions that celebrate the tournament spirit
without using protected marks
SHCCNJ has hosted a separate session with trademark attorney Tania Ospina detailing
what is permitted and what is not. That recording will be available on the SHCCNJ
YouTube channel.
Key dates
- Registration opened: April 1, 2026
- Registration deadline: May 15, 2026
- Platform goes live: May 25, 2026
- First match: June 13, 2026
- Final: July 19, 2026 — New York New Jersey Stadium
One final thought
The Welcome World Rewards Program is free, easy to join, and designed to help small
businesses benefit from one of the largest sporting events in the world.
- Register.
- Display your QR code.
- Consider extending your hours.
- Offer something special — and make sure your business is on the map.
“Register now. Don’t wait until May 14,” De La Hoz said.
“El que piensa pierde.”
