Soccer fans love a good party.
That was easy to see Tuesday night at the GAMEROOM at American Dream, when more than 450 came to the second Countdown to the World Cup event — celebrating the fact that the world’s biggest sporting event will begin a year from today.
The event was about more than just fun and games. It was an effort by the Statewide Hispanic Chamber of Commerce (and partner Evolvere Consulting) to help small businesses learn how they can profit from a tournament that is expected to have an economic impact of $2 billion-$3 billion on the region — and will play its final match at MetLife Stadium.
Luis De La Hoz, the chairman of the Hispanic Chamber, implored those in attendance to understand that they have to take matters into their own hands.
“This is a once-in-a-generation opportunity,” he said. “You must be ready to profit.”
Doing so takes preparation. More than that, it takes trial and error.
So said Gus Penaranda, the head of Evolvere and a business development officer at BCB Bank.
Penaranda told BINJE the upcoming FIFA Club World Cup, which starts Friday (and has its first games in New Jersey Sunday), presents a perfect opportunity for small businesses —especially those in the food and beverage industry.
“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.”
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.”
That spirit of collaboration was everywhere. And the lessons are available for all.
The Hispanic Chamber, along with Evolvere, the N.J. Diverse Business Advisory Council and the Juegos.Juegos social scheduling app have created a World Cup Reference Guide for small businesses.
“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, Penaranda said. It recently added information on travel and health care as well as social responsibility.
What’s next: More information.
At the end of the summer, Penaranda said the group plans to hold meetings on how to properly brand their 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.”
Until then, they will revel in the good time they had Tuesday night.
Penaranda said it went as they hoped.
“We got the message out tonight,” he said. “I think it was a huge success because we had CEOs and top executives here and lots of vendors. Everyone could see how this can all come together.”
