After an incredible victory in the race for governor, Governor-Elect Mikie Sherrill faces
an early and significant test: preparing our state to welcome over one million visitors
during the 2026 FIFA World Cup.
Small businesses must be invited to the party.
For nearly three years, Evolvere, the Statewide Hispanic Chamber of Commerce, and
Juego Juegos have been working with the NY/NJ Host Committee to ensure that New
Jersey’s small and diverse businesses have a seat at the table. Together, we’ve built a
grassroots plan to educate and prepare tens of thousands of local businesses to participate in the $3 – $4 billion in expected tourist spending that will flow into our region.
The Host Committee also has launched an interactive tool kit to help small businesses.
Jersey City will host the FIFA Fan Festival at Liberty State Park, while MetLife Stadium
will host eight matches, including the World Cup Final on July 19, 2026.
The Host Committee’s current focus — understandably — is on the Fan Festival,
stadium operations, transportation, and security. However, this leaves limited attention
and resources for small businesses to prepare, connect, and benefit from this once-in-a-
lifetime opportunity. While resource guides and digital tools have been developed for
local businesses, municipalities, and residents, New Jersey must still find an effective
way to reach its nearly one million small businesses. And with Philadelphia hosting six
matches, our state sits at the heart of the action.
That’s why the Sherrill Administration should act swiftly to prepare and inform residents
and business owners about what’s coming. This includes:
- Traffic management and match-day transportation
- Public transit adjustments and communication
- AirB&B and short-term rental policies
- Medical and emergency coordination
- Genuine small business participation opportunities
- Official and community-driven events statewide
- Translation, immigration, and hospitality services
- Corporate engagement programs
- Safety and anti-scam awareness
- Air traffic, waste management, and noise mitigation
But most importantly, the new administration should create a second Host Committee
— one focused specifically on local communities and small businesses. This committee
should include state representatives and the CEOs of New Jersey’s diverse chambers of commerce to ensure maximum reach, equitable participation, and clear
communication.
This secondary committee would serve as a bridge between the global event and New
Jersey’s neighborhoods, ensuring that local businesses, artists, and entrepreneurs are
included, supported, and celebrated. It would also help prevent the logistical and
reputational challenges that could arise if residents experience only traffic, confusion,
and disruption.
At Evolvere, we are committed to making sure that the LGBTQ+ business community
and diverse entrepreneurs across New Jersey are not left behind, as they were during
the 2022 cycle. With fewer than six months before preparations reach their peak, the
world will be watching — and New Jersey must be ready to shine.
As a newly elected Governor, Mikie Sherrill has an opportunity to lead boldly and
ensure that every community and business — large and small — plays a meaningful
role in this historic moment.
Gus Penaranda is the founder and CEO of Evolvere Consulting.
New Jersey fared well during the FIFA Club World Cup. Held this summer at MetLife
Stadium, the CWC was considered a warmup for the big event in 2026:
Host Committee: How CWC will add to experience
Why American Dream may be big winner of CWC
Why CWC was big win for Meadowlands area
First person: NJ Transit showed well during CWC final
WANT MORE? Read all of BINJE’s coverage of the World Cup.
