Let’s be clear, the Club World Cup taking place in the U.S. right now will be nothing like the FIFA 2026 World Cup — a global sporting and cultural event that is exponentially larger and unquestionably unique.
The Club World Cup, however, is an ideal chance for local businesses trying to understand how they can get just a tiny piece of what officials feel will be a $3 billion economic boost for the region next summer.
But only if they know how to do so.
The Statewide Hispanic Chamber of Commerce of New Jersey, working with Evolvere Consulting, the New Jersey Diverse Business Advisory Council and the Juegos.Juegos social scheduling app, have created a World Cup Reference Guide for small businesses — one that gives detailed information on how small mom-and-pop shops can benefit.
And they are making sure it’s more than just a PDF that you can download from the diverse chamber site (diversechambers.com/world-cup).
The group is taking its guide on the road — it already has met with more than a dozen chambers and business organizations — and is holding events to discuss strategies.
It’s holding parties, too.
The groups recently held a Countdown to Kickoff event at American Dream — one year from the start of the World Cup, which will hold its final at MetLife Stadium.
It was there that Gus Penaranda, the head of Evolvere and a business development officer at BCB Bank, suggested that small businesses use the Club World Cup as a warmup.
“The Club World Cup is a beta test,” Penaranda told BINJE. “We’re telling people to put ideas to the test.
“If you have a deli or a restaurant, have your employees wear jerseys. If you don’t have a TV to play the matches, get a TV. Coca-Cola is now putting all the club shirts on their cans. If you order Coca-Cola, tell your distributor you want the branded ones.”
And then …
“See how it works out,” Penaranda said. “Measure the numbers before and after and build on that for 2026, because you only get one shot.”
To be sure, the World Cup is about more than just small business. There are opportunities for big business, too.
The New York/New Jersey Host Committee, chaired by first lady Tammy Murphy, has been securing sponsorships from some of the top brands in the region (the first of which are expected to be announced soon).
More are coming.
“We’ve got great momentum right now,” she told BINJE. “We have incredible partners at all levels, and we’re just going to keep at it. We are not going to stop until our work is done.”
Murphy was speaking at Liberty State Park in Jersey City — at the announcement for the Fan Festival that organizers feel will be the ultimate gathering place for those who don’t secure a coveted ticket to one of the eight games that will be played at MetLife Stadium.
It certainly will be a party.
Organizers are planning to have two dozen huge screens showing the matches. And up to 45,000 people watching them. All in front of the Statue of Liberty and one of the most iconic skylines in the world.
Host Committee CEO Alex Lasry said the Fan Festival will be the ultimate destination.
“Liberty State Park offers a landmark setting and reflects the scale and energy of the region,” he said. “This isn’t just about watching matches, it’s about celebrating the game, showcasing what makes N.Y./N.J. special, and creating lasting impact for our communities, partners and millions of fans.”
Of course, New Jersey and the Meadowlands certainly have hosted major sporting events before: the Final Four in 1996 and the Super Bowl in 2014.
On both occasions, local businesses felt left out.
Luis De La Hoz, the chairman of the Hispanic chamber, said only one local Hispanic business was able to get a vendor contract during the Super Bowl.
The World Cup guide is an effort to change that.
“This guide is designed for businesses, organizations and individuals looking to draw attention, generate revenue and engage with the local and global audience that the World Cup brings,” De La Hoz said.
The guide, which was released before the first Countdown to the World Cup event a year ago, is continually being updated. It recently added information on travel and health care, as well as social responsibility.
“We’ve got great momentum right now. We have incredible partners at all levels, and we’re just going to keep at it. We are not going to stop until our work is done.” — First lady Tammy Murphy
And it comes with one key message: Small business owners need to take the lead if they want to succeed.
“In the past, we waited for the organizing committees to come to us — and they never did,” De La Hoz said. “We can’t do that this time.”
That’s why he and Penaranda and others are meeting with groups on a regular basis, helping them find ways to capture the moment.
“We know many of our local businesses will do great business when the matches are going on — that happens now,” De La Hoz said. “We want to show them how to attract the millions of visitors who will be coming here. And attract them when the matches are not being played.”
De La Hoz told BINJE that businesses need to work together.
He pointed to the Countdown event, saying it’s an example of getting various vendors — food, music, artwork — to come together in an effort that benefits everyone.
The party, thanks to a sponsorship from BCB Bank, was even able to commission a sculpture for the event.
“It’s all part of our familia,” he said. “You have to work together.”
What’s next: More information.
Penaranda said the group will soon hold meetings on how to properly brand events without running afoul of FIFA.
“We have to tell them the legal ins and outs — the do’s and don’ts,” he said.
They have to have more parties, too.
The group will host another Countdown to the World Cup event on June 29 in Atlantic City in conjunction with Stockton University.
“We chose Stockton University when we found out they got the contract to host a Brazilian club team for the Club World Cup,” Penaranda said. “We said, if FIFA is going there, we should go there.
“They’re building energy around Stockton University, so we’re going to bring our party there.”
And teach people how to profit.
For more information about the Statewide Hispanic Chamber of Commerce of New Jersey go to shccnj.org.
