La Plaza de Futbol, an open market expected to give roughly 1,000 small businesses a chance to showcase their products and services to World Cup visitors, is coming to American Dream, organizers announced.
The N.J. Small Business Growth Council, in partnership with American Dream, will oversee the initiative, including vetting and approving participating businesses.
The Plaza will operate throughout the 39‑day FIFA 2026 World Cup.
How will it work — and how can your business participate?
Glad you asked.
BINJE worked with organizers to assemble this Q&A. Some plans are still being finalized.
BINJE: What is the overall goal of La Plaza de Futbol?
A: To create a marketplace where small businesses can take part in the multi‑billion‑dollar economic boom expected during the World Cup.
BINJE: Where in American Dream will the Plaza be located?
A: It will be in Court A, Level 3, near the Jarana restaurant.
BINJE: How will it work?
A: Businesses may apply for a booth during the June 11–July 19 event. Vendors are expected to operate during standard American Dream hours (Mon–Thurs: 11–9; Fri–Sat: 11–10; Sun: 11–8). Most businesses will participate for only a limited number of days. Some for just one.
BINJE: What is the cost to participate?
A: Organizers are aiming to keep fees low, similar to a farmers‑market table, $350 for a single table booth on a non-match day and up, to encourage broad participation.
BINJE: How many booths will be available?
A: The working plan includes at least 30 booths per day (22 single booths × 39 days = 858 opportunities and 8 double booths = 312 opportunities). Additional slots are expected to be open, likely during the eight match days at MetLife Stadium.
BINJE: How big will the booths be?
A: A standard booth likely will be 10×10 with a 6-foot table, with options for larger footprints. Some businesses may be allowed to share a booth.
BINJE: Can businesses request specific dates?
A: Yes. Vendors may request dates, such as match days or dates tied to countries relevant to their products. Requests will be considered case‑by‑case, depending on demand.
BINJE: How and when do businesses apply?
A: An online application portal run by the JUEGOS AI LAB, launched April 16.
BINJE: Is La Plaza de Futbol only for Hispanic‑owned businesses?
A: No. The initiative is open to all businesses. The SHCCNJ is coordinating with multiple chambers across communities (African American, Veterans, UNITY/LGBTQ+) and regions (Meadowlands, Newark, Hudson County).
BINJE: Do businesses need to be chamber members?
A: No. However, chamber membership does signal that the business has undergone a preliminary vetting process.
BINJE: Will those in the Plaza be connected through a mobile app?
A: Yes. All vendors will be on Juegos Social Mobile App, a new platform aimed at connecting residents with local businesses.
BINJE: Is La Plaza de Futbol meant to replace the canceled Fan Festival at Liberty State Park?
A: No. This initiative has been in development for months. The organizers have worked together previously, including two previous Countdown to the World Cup events at American Dream. The organizers also stress that the Plaza is not affiliated with FIFA and will carefully avoid using FIFA’s protected intellectual property or violating sponsorship agreements.
BINJE: Is the State of New Jersey supporting the Plaza?
A: Yes. The N.J. Sports and Exhibition Authority, the facility’s leaseholder, supports the initiative. Members of the Sherrill administration have also expressed support, but it did not receive funding from the N.J. Economic Development Authority’s World Cup grant programs.
BINJE: Are organizers seeking a major sponsor?
A: Absolutely. Companies interested in naming rights or sponsorship opportunities are encouraged to contact the organizers.
