Newark Alliance CEO Even Weiss knows the Ironbound section of Newark is a hotbed for soccer — one that attracts a crowd during all the big games — so he’s confident it will be a hot spot next summer for the FIFA 2026 World Cup.
His hope is that the Ironbound will help lift up the rest of Newark during the nearly six-week event — and long after it finishes on July 19.
“I can’t imagine a better soccer neighborhood than the Ironbound anywhere in America,” he said. “Like the FanFest in Jersey City and Corona Park in Queens, it will be an engine.
“We want to make sure that the Ironbound feels so integrated with every ward of Newark that everyone can have that same energy and excitement.”
Weiss said the goal is to not only show off the Ironbound to the rest of the world — but, once visitors arrive — to introduce them to other neighborhoods of Newark through the city’s Experience Newark app.
“I think it’s one of our best chances — both with media and then with in-person visits — to convert people to the city,” he said.
It’s also easier said than done.
Many municipalities in the area are eager to take advantage of the World Cup, which begins on June 11 and will feature eight matches at MetLife Stadium (including the final) and six games at Lincoln Financial Field in Philadelphia (among a number of other sites in North America).
In an effort to help areas prepare, the World Cup recently released a 21-page community engagement interactive toolkit with advice — and information on how the host committee can help.
That follows a guide released last summer by a group representing numerous minority chambers and organizations.
(See it here.) https://diversechambers.com/world-cup
Bettina Garibaldi, the chief marketing and communications officer for the Host Committee, said the toolkit is a perfect place for small businesses to understand how they can benefit.
“The FIFA World Cup 2026 is a once-in-a-generation moment for our region, and we want everyone from businesses to community leaders and local organizations to feel empowered to be part of it,” she told BINJE. “This toolkit offers helpful guidance on how to engage in ways that reflect the spirit of the tournament, while also ensuring we celebrate this global event in a way that’s coordinated and impactful.”
Weiss is eager to take her advice.
“It’s so exciting,” he said. “We’re eager to work with the host committee and everyone else on making sure we can get integrated.”
Weiss sees the potential for festivals and watch parties in the Ironbound and elsewhere.
More than that, he sees it as a way to elevate Newark’s reputation with a global audience.
“We totally believe that if you come to Newark all of your perceptions will change,” he said. “If you haven’t been here, or you haven’t been here in a while, you need to see it.”
Weiss said he feels the city finally has distanced itself from the turmoil on previous generations. Now, he said, it’s time to step forward.
“I think the perception now is neutral,” he said. “The World Cup is a great opportunity to turn neutral to positive on a huge scale.
“I totally believe in this city. As soon as someone starts walking around here, they’re going to have a great time.”
On that, he’s sure.
It certainly was evident during the Club World Cup this summer.
And during special events all year long.
“Have you seen Portugal Day,” Weiss asked and answered. “Newark knows how to have a festival.”
