Alex Lasry, the CEO of the New York/New Jersey Host Committee for the 2026 World Cup, was thrilled to see the Club World Cup conclude Sunday at MetLife Stadium — the fourth near capacity crowd in nine days at the venue — without any major issues.
And plenty of possibilities.
Seeing what is possible is what the one quarterfinal, two semifinals and final of the event were all about.
And while Lasry is the first to say the event isn’t a perfect comparison to the World Cup (nothing is), he said it brought plenty of insights.
“The CWC final is the closest thing we’ll get to what the World Cup will be, and we were able to learn a lot from this experience,” he told BINJE on Monday.
The lessons were plentiful.
“The biggest thing is how important communication is going to be — between governments, agencies and the fans,” he said. “For example, we plan to be very aggressive in messaging transportation options and arrival instructions to fans.
“As we saw during this tournament, transportation communications can make a huge difference, and we were thrilled to see a well-executed final.”
And while the atmosphere was great, Lasry feels it will pick up exponentially next summer, when more sponsors are involved.
“It’s important to recognize this isn’t an apples-to-apples comparison to next year,” he said. “The FIFA World Cup 2026 will be on a completely different scale, with many of FIFA’s global commercial partners expected to activate onsite at MetLife Stadium in ways that weren’t part of this year’s event, amongst other major differences.
“Equally important is that the World Cup is more than just what happens inside the stadium, i.e., people travel from all over simply to be part of the energy, even if they never set foot inside the venue. That’s why our focus isn’t only on getting people to and from the stadium safely and efficiently, but also on ensuring the entire region feels part of the tournament.”
Lasry answered a handful of questions from BINJE about the event, which concluded Sunday with a 3-0 victory by Chelsea over Paris Saint-Germain. Here’s more of that Q&A session, edited slightly for space and clarity.
BINJE: What has been the overall reaction to the Club World Cup?
Alex Lasry: I think the Club World Cup was a huge success. From fans to stakeholders to the players, everyone was extremely happy with how the Club World Cup went – and I know that CWC’s success only gives us more confidence in our ability to make the World Cup an even bigger success.
There were a lot of lessons that we can take from CWC, but I think the most important one is that we showed the excitement and energy of soccer in this region and it’s going to be 10x for the World Cup.
BINJE: What was the reaction from FIFA officials?
AL: FIFA is expected to conduct a post-event debrief, and we look forward to those conversations. However, our goal from Day 1 has been to nail the four pillars: Security, transportation, fan experience and economic impact. And I think it’s safe to say that the CWC delivered on each one.
The games were safe and secure, fans were able to use the vast transportation options that only NYNJ can offer, and the fan experience was amazing — all of which demonstrated our unique ability to put on a world-class sports and entertainment event.
There are lots of lessons that we’ll take from the Club World Cup, and that’s why this event was so important, but I think, most importantly, it should show everyone the potential for what the World Cup can bring.
BINJE: When does the planning for the World Cup begin — if it hasn’t already?
AL: While the match schedule will be finalized at the draw on Dec. 5, which will give us critical details to further refine plans, we’ve already been scenario-planning all parts of the operation, so we’re prepared for any outcome. For the Club World Cup, activity was naturally more concentrated and not something our Host Committee directly supported, but it still offered valuable insights to help us strengthen our broader approach for next year.
BINJE: American Dream appeared to be a big hit with spectators. Talk about its involvement moving forward?
AL: American Dream has been a fantastic partner throughout this process and our planning for next year. They have really maximized their unique proximity to the stadium and tournament to deliver memorable experiences for fans. Their teams have been excellent to work with, and we’ve heard firsthand that visitors have enjoyed making the destination part of their match-day experience, whether before or after games.
A great example of this collaboration was the event they hosted with FIFA last Sunday to reveal the FIFA Club World Cup Trophy. It received overwhelmingly positive feedback and demonstrated the seamless coordination between all partners. They also have provided a platform for key FIFA partners to activate as well. That kind of familiarity and teamwork helps build real confidence for what’s to come.
BINJE: How did sponsors — current and potential — react to the CWC?
AL: The matches sparked real interest, and that interest kept building. It allowed for sponsors to see the value, and those considering becoming sponsors are jumping in with new energy.
The Club World Cup provided a valuable look at what’s working well and where there’s room to improve, both at the stadium and across the region. We also heard directly from sponsors who treated this year’s fan experiences at the stadium as an important test run. They’ve shared that they want to ensure they’re truly delivering on what fans want in 2026, so these learnings matter to everyone involved.
There’s nothing quite like giving potential partners a taste of what’s coming. The Club World Cup was an opportunity to truly touch and feel the kind of platform we’re building, one that we aim to grow exponentially across the region next summer. Our team is working hard to keep that momentum going and turn conversations into commitments that will leave a lasting legacy.
BINJE: Talk more about how the Host Committee will work to elevate the fan experience?
AL: We’re committed to supporting FIFA on everything that drives fans to the stadium and makes attending a match an incredible experience. At the stadium level, FIFA also has plans to evolve hospitality and activations to give their global commercial partners an even bigger platform, while ensuring the experience is unmistakably rooted in this region.
But our role as the NYNJ Host Committee goes beyond the stadium walls. It’s equally important to create opportunities for fans to feel the World Cup energy even if they don’t have a ticket. The tournament is expected to bring millions of visitors and residents into the streets to celebrate, so it’s critical we stay focused on that broader experience. That’s why we’re doubling down on delivering the most expansive FIFA Fan Festival of the entire tournament right here in NYNJ at Liberty State Park in Jersey City that will run all 39 days of the competition, along with other official Fan Zones and activations throughout the region that will be announced soon.
BINJE: Give us one last takeaway?
AL: The passion from fans across the city and state was something we expected, but seeing it manifest during the Club World Cup was truly inspiring. You could feel the momentum growing in real time. It was a glimpse of what’s coming, and it’s building in a way that’s even more powerful than we imagined. It made the excitement of next year all the more real.
