More than a year before the FIFA 2026 World Cup was set to arrive in New Jersey, Signal Sign Company in Livingston started thinking ahead.
With millions of visitors expected to surge into the state this summer, the company realized demand for wayfinding, safety and promotional signage would surge. They wanted to know how to access capital to scale before the crowds arrived.
Bank of America stepped up and helped them secure financing.
Bruce Fish, the managing member, said it made a big difference.
“We were in line for some larger projects, but we were a little concerned about the cash flow — because these are bigger projects than we normally take on,” he said. “BofA was great. They came in and got us set up.”
The effort paid off. Signal Sign put itself in position to do sign work at MetLife Stadium in preparation for the big event, which begins in 100 days.
For Kerri Finnegan, market executive for Northern New Jersey Business Banking, that client-assist illustrates how Bank of America is using its FIFA global sponsorship at a statewide and local level.
Being a FIFA World Cup sponsor is more than a branding exercise, it’s a springboard for statewide business readiness, she said.
“It’s not just about the sponsorships and putting our name on a logo,” she said. “It’s really about the community aspect of it, and what comes out of it, long term.”
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To be sure, being connected to the world’s biggest sporting event is important. More than 1.5 billion people are expected to watch the final, which will be played at MetLife Stadium on July 19. That’s well over 10 times more than watched the Super Bowl in February.
The final comes after 38 days of coverage in which the BofA logo will get prominent display. And while that’s great for Bank of America’s global brand (it operates in more than three dozen countries), Finnegan said it also has great impact in New Jersey.
“Sports bring together almost everybody — communities, business owners — and really generate excitement,” she said. “It’s one of those opportunities to bridge the gap and connect with the communities we serve.”
And new communities, too.
The World Cup can help Bank of America increase its already great reach in the state, she said. Just as important, it can help BofA’s existing clients better connect with the state’s deep diversity and global ties.
The event provides a unique chance for businesses to engage audiences that reflect every corner of the world, Finnegan said.
“How can we take advantage of that and really position our communities and business owners?” she said. “Sports create that opportunity.”
The key is making sure their clients are doing so.
Finnegan said many small and midsize business owners — those between $1 million and $50 million in revenue — spend so much time juggling daily tasks that long‑term planning often slips. The World Cup provides an opportunity for a reset, Finnegan said.
“This event can help owners prioritize things they may have been thinking about — growth strategies they’ve wanted to implement but haven’t been able to, because they’re wearing five or six different hats,” she said.
Fish certainly can speak to that. He’s been with Signal Sign since 1981. The World Cup has helped jump start his thinking.
After winning the bid at MetLife, the company was able to secure even more funding – which enabled them to get an even bigger project in Queens.
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Rethinking your business model can be about more than just growing what you know; it can mean thinking about new ways of doing business, too.
The World Cup, Finnegan said, is forcing other concepts and concerns to the surface:
- Should we adopt cashless or digital‑payment systems for international customers?
- Do we need updated marketing tactics, including AI‑driven outreach?
- Is our cybersecurity strong enough for the heightened risks that accompany large global events?
- How do we strengthen our infrastructure to support a rush of demand?
“Our surveys show that 91% of business owners want to adopt more digital tools in the next five years,” Finnegan said. “This is their moment to move.”
While the tournament runs June 11-July 19, Finnegan said Bank of America’s goal is to ensure the economic energy doesn’t fade on July 20.
“The best business owners are the ones that are prepared for it,” she said. “Thinking strategically now helps business owners not only position themselves for success during the event but sustain that progress afterward.”
For some companies, the World Cup is prompting even bigger conversations — including succession planning, which often spans five to ten years.
“The World Cup is a once‑in‑a‑generation event,” she said. “It can help people start thinking about what their business will look like for the next World Cup or the one after.”
Finnegan said Bank of America will be highly visible during the event, hosting watch parties and partnering with local organizations while relying on more than 60 relationship managers who meet with business owners daily.
“They’re listening to the concerns of business owners, understanding what their needs are, and helping them find solutions,” she said. “It’s not just about FIFA and those eight matches. It’s really about helping companies set up the infrastructure for their next stage of growth.”
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Signal Sign has been on the World Cup bandwagon for some time.
Finnegan made it clear: There’s still time to jump on if you haven’t.
“As you’re thinking about the World Cup, think about ways to prepare your business,” she said. “It’s never too late.
“Connect with one of us — we’re here to help. And we’re excited to see the lasting impact this once‑in‑a‑lifetime event has on our economy.”
Just ask Fish at Signal Sign.
“We’re definitely benefiting in a big way,” he said.
