In an effort to better connect the millions of visitors coming to the state for the World Cup to the hundreds of thousands of small businesses here, the New York New Jersey Host Committee on Tuesday announced the launch of the Welcome World Rewards Program.
The region-wide initiative, announced by Host Committee CEO Alex Lasry at the ReNew Jersey Business Summit & Expo in Atlantic City, is designed to help drive economic activity for small businesses across communities throughout the region, Lasry said.
The Welcome World Rewards Program, which is free to all, will connect residents and visitors with participating small businesses through a digital experience that rewards neighborhood exploration, drives foot traffic, and highlights the diverse commercial corridors that define communities across New York and New Jersey.
The World Cup begins June 11 and concludes July 19 with the final at MetLife Stadium.
Here’s how the Welcome World Rewards Program will work:
- Small businesses opt in at no cost through a simple application process, which will open on March 31 and can be accessed via the NYNJ Host Committee’s website;
- Fans engage with participating businesses through digital check-ins and collect points in a digital wallet that are redeemable for prizes;
- Businesses may extend fan-friendly promotions such as discounts or tournament-themed specials, or other fan-friendly offers.
Through a web-based platform, the Welcome World Rewards Program will launch on May 25, and fans will be able to explore a directory of participating small businesses across the region and discover available promotions. As fans visit and check in at participating locations, they will earn points and unlock exclusive games and interactive experiences — creating a dynamic, engaging way to explore neighborhoods and connect with local businesses throughout the FIFA World Cup.
To drive participation and regional exploration, the NYNJ Host Committee will offer up to eight opportunities for participants to win an invite to attend FIFA World Cup matches as guests of the NYNJ Host Committee— including the Final match at New York New Jersey Stadium on July 19.
Fans who reach defined participation milestones by visiting businesses across both New Jersey’s 21 counties and New York City’s five boroughs will be eligible for match experiences and additional prizes, including tickets to various sporting and entertainment events, FIFA World Cup merchandise, and access to official New York New Jersey Host Committee fan experiences.
Lasry said the initiative is a natural connector for the event.
“Small businesses are at the heart of our region’s economy and identity,” he said. “The Welcome World Rewards Program creates a fun, interactive way for local fans and the millions of visitors coming to our region to engage with local businesses and experience everything New York and New Jersey have to offer.”
Gov. Mikie Sherrill, who gave the keynote address at the Summit, applauded the announcement.
“New Jersey’s small businesses are the backbone of our economy,” she said. “As we prepare to host visitors from around the country and the world for the World Cup, the Welcome World Rewards Program ensures they engage directly with our local shops, restaurants, and entrepreneurs. This innovative platform will help small businesses benefit from increased economic activity while giving fans an authentic taste of everything that New Jersey and the region have to offer.”
The Welcome World Rewards Program is a key component of the NYNJ Host Committee’s broader strategy to ensure the FIFA World Cup’s projected $3.3 billion economic impact reaches local businesses across the region. By encouraging fans to explore beyond traditional tourist destinations, the program is designed to distribute visitor spending more broadly and create lasting visibility for neighborhood commercial districts.
This consumer-facing program complements a range of state and civic initiatives designed to expand community participation and drive local economic impact, including the NJ Economic Development Authority’s World Cup Community Initiative, Empire State Development’s Community World Cup Grant Program supporting locally led viewing events, and the Association for a Better New York Foundation’s “World Cup for All.”
Community Grant Program, providing funding to nonprofit organizations for free or low-cost fan engagement activities and youth programming across New York City’s five boroughs.
The initiative is just the latest in an effort to help small businesses get a share of the event.
La Plaza de Futbol and Flag Cities initiatives were announced earlier this month.
