New Jersey Gov. Mikie Sherrill joined local leaders at AAPI-owned restaurant The Chapped Cheese in Hackensack to announce the upcoming launch of the Welcome World Rewards Program. The first-of-its-kind digital loyalty initiative is built to actively funnel economic traffic and tournament tourism directly into neighborhood businesses and community events throughout the upcoming FIFA World Cup 2026™.
Set to officially kick off on June 1, the digital program allows both international visitors and local residents to accumulate points by patronizing participating small businesses across New Jersey. Points can also be earned by checking into community-led cultural festivals and neighborhood watch parties held across the state’s 21 counties.
Leveraging global matches for local Main Streets
The digital platform is an operational extension of the state’s broader $5 million New Jersey World Cup Community Initiative, a combined push by the governor’s administration, the New Jersey Economic Development Authority (NJEDA), Choose New Jersey, and the NYNJ Host Committee.
The joint initiative funds decentralized, locally driven viewing experiences so that downtown economies far beyond the immediate stadium grounds can profit from the tournament’s massive foot traffic.
“The FIFA World Cup is an opportunity to showcase everything that makes New Jersey special — our communities, our culture, and our small businesses,” Sherrill said. “The Welcome World Rewards Program gives residents and visitors a fun, interactive way to experience the tournament beyond the stadium while supporting local businesses across our state.”
The choice of venue for the press conference emphasized the administration’s focus on highlighting cultural diversity during Asian American and Pacific Islander (AAPI) Heritage Month.
“As sports fans flock to New Jersey from all around the world later this summer, our AAPI-owned restaurants not only offer community members a taste of home,” Assemblywoman Ellen Park said. “They also invite spectators and locals alike to join in trying diverse food and, in turn, gaining a greater respect for our cultures. Our small businesses are at the heart of this.”
To encourage widespread participation, the program features a tiered system where consumers can redeem their accumulated digital points for a variety of high-profile regional prizes.
Depending on participation milestones, rewards available through the platform include:
- Guest tickets to official FIFA World Cup 2026™ matches provided by the host committee.
- Concert tickets for upcoming events at major regional stadiums.
- Tickets to regional professional sporting events and merchandise.
- Exclusive entry passes to official NYNJ Host Committee fan zone events.
Alex Lasry, CEO of the FIFA World Cup 2026™ NYNJ Host Committee, noted that the infrastructure ensures the tournament leaves a tangible local imprint. “Whether you’re attending a community watch party, grabbing a meal at a neighborhood restaurant, or discovering a new downtown, every interaction becomes part of the World Cup experience,” Lasry said.
Business owners looking to register their venues as official point-earning destinations, as well as soccer fans looking to create an account ahead of the June 1 rollout, can find registration portals online via the official host committee platform.
Fans can learn more and sign up here.
