The FIFA 2026 World Cup will be the biggest sporting event in history — one that will bring billions in economic impact to the area.
Onyx Equities recently became the first major company in the region to sign a sponsorship agreement with the NYNJ Host Committee. And while many big companies in the area will soon follow, smaller companies — even mom-and-pop shops — should not feel as if the event will only be beneficial to the biggest businesses.
With that in mind, the NYNJ Host Committee has released a 21-page Community Engagement Toolkit to help smaller businesses navigate the steps to participation.
The tool kit (download it here) aims to be a resource to help small businesses “channel the energy of the tournament,” the Host Committee said.
“Whether you’re a small business looking to attract new customers, a local organization with a story to tell, or a neighborhood leader ready to rally your community for a cause, think of it as your playbook for getting involved, boosting your visibility, and helping turn this global event into a local celebration that reflects everything that makes our region special, and helps you drive your business or organization forward.”
The 2026 World Cup, the biggest ever with 48 participating countries, is being co-hosted by the United States, Mexico and Canada. It opens on June 11, in Mexico City.
The World Cup will have 104 total matches, including six in Philadelphia (including a game on July 4, our 250th anniversary) and eight in New Jersey (including the final on July 19). It will bring millions of visitors to New Jersey.
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.”
The toolkit offers many interactive features, including a 3–5-minute AI-powered chat that will help the Host Committee develop a better understanding of your business – and how it could be eligible for procurement opportunities. (Click here)
It also offers links to spots where you can register interest with the Host Committee for applying for a public viewing license. The FIFA Public Viewing Platform will be ready for submissions by Q4 of this year.
Or obtain use of the “Welcome to the World” logo.
The toolkit also offers ideas for small businesses that don’t require anything more than a desire to be part of the event.
For instance, for food establishments, it suggests the following:
- Launch a soccer-themed menu or feature dishes inspired by the 48 qualified countries;
- Start a World Cup Loyalty Card program to reward shoppers and diners;
- Host cooking demos or tastings spotlighting cuisine from participating countries with local chefs or home cooks;
- Create DIY fan gear kits for kids and families to decorate scarves, hats, or face paint;
- Offer “World Cup Combo Deals” pairing themed food, drinks, or merchandise.
The toolkit also offers ways communities, small towns and municipalities can participate, too, including:
- Host cultural celebrations tied to countries playing – with music, dance, art, or interactive activities;
- Mark national and global soccer holidays like World Football Day (May 25, 2026) and Independence Days of qualified nations with special programming;
- Decorate storefronts or blocks with flags, soccer balls, and national colors to bring the tournament spirit to your neighborhood;
- Organize storytelling or film nights featuring soccer documentaries, player stories, or cultural shorts from participating countries;
- Spotlight local “World Cup Heroes” – youth players, coaches, volunteers, and community leaders involved in soccer or neighborhood efforts;
- Host language and culture exchange meetups inspired by the countries competing to celebrate diversity and connection.
The key, the toolkit advises, is to make sure your store, your street or your community is ready for event, including doing the following:
- Optimize your business hours during key match days to welcome fans and create a festive atmosphere;
- Encourage your neighborhood to launch a passport program where visitors collect stamps or stickers from local businesses for prizes or discounts;
- Partner with local artists or DJs for live music nights inspired by World Cup countries to bring a global vibe to your space;
- Set up interactive photo booths with soccer-themed props or murals for fans to capture and share their experience;
- Work with your community to host mini skill challenges like juggling contests or penalty shootouts in collaboration with nearby businesses or parks.
The Host Committee said the magnitude of the event — and its potential impact on the area — cannot be overstated:
“This isn’t just a big event, it’s a big opportunity to bring visitors, create jobs, and support local and diverse businesses, with benefits that last well beyond the final whistle,” they said.
Garibaldi said the Host Committee is eager to assist however it is needed — beginning today.
“We’re excited to launch this resource as a starting point for collaboration, creativity, and celebration across New York and New Jersey,” she said.
