The state of New Jersey announced today the recipients of a total of $5 million in grants to 34 New Jersey-based events to host public fan experiences and community events ahead of the FIFA World Cup 2026.
The grants will help activate fan zones, street fairs, watch parties and festivals that showcase New Jersey’s communities and amplify the impact of small businesses throughout the state.
The grants were awarded in two categories:
- Regional, Multi-Day, Multi-Location events: To three events (listed below);
- Statewide Community Experience grants: To 31 events (listed below)
The amounts of the individual grants were not announced.
“The FIFA World Cup 2026 is a once-in-a-generation opportunity to showcase New Jersey on the global stage, and we want to make sure all New Jerseyans can join in on the festivities,” Sherrill said. “These grants will help ensure that the benefits of hosting the World Cup extend beyond the walls of the stadium.
“Through this initiative, we are supporting small businesses and empowering communities across New Jersey to create exciting experiences that bring residents and visitors together throughout our state ahead of the tournament, and during the World Cup.”
The $5 million initiative was launched by Gov. Mikie Sherrill after she cancelled the planned Fan Festival at Liberty State Park in Jersey City on Feb. 19, deciding more local events around the state would have greater impact.
The NYNJ Host Committee selected Choose New Jersey to administer the grant application and distribution process on behalf of the State, with final award determinations approved by the N.J. Economic Development Authority.
Here is the list of grant recipients:
Regional, multi-day, multi-location events
- Flag Cities (June 8–July 16): Led by the Meadowlands Regional Chamber & CVB, will take place across Bergen, Essex, Hudson and Passaic counties, including in Bayonne, East Rutherford, Hackensack, Jersey City, Newark, Paterson and Secaucus;
- North to Shore Festival (June 13–July 16), presented by the New Jersey Performing Arts Center (NJPAC), will take place in Essex, Monmouth, and Atlantic Counties;
- Visit South Jersey World Cup Activations – Camden County (May 2–July 19): Produced by Visit South Jersey, will take place in Camden County.
Thirty-one additional organizations were awarded grants for localized events, ranging from street fairs to inclusive soccer clinics:
North Jersey
- Andre Sayegh Civic Association: Passport to Paterson: A World Cup Experience (Paterson)
- Borough of Fort Lee: World Cup 2026 Watch Parties (Fort Lee)
- City of Hoboken: Hoboken Arts and Music Festival (Hoboken)
- City of Jersey City: The World on Central (Jersey City)
- City of Union City: Union City Soccer Festival & Fan Celebration (Union City)
- Hackettstown Business Improvement District: Hackettstown Street Fair with World Cup Celebration (Hackettstown)
- Ivy Hill Neighborhood Association: Ivy Hill Soccer Fest 2026 (Newark)
- Lackawanna Montclair Market LLC: International Food & Dance Festival (Montclair)
- Liberty Science Center: Summer of Soccer & Science (Jersey City)
- Maplewood Music & Arts Education Project: Maplewoodstock (Maplewood)
- Newark Alliance: Newark International Food Festival (Newark)
- Uptown Linden Special Improvement District: Linden Welcomes the World (Linden)
Central Jersey
- African American Chamber of Commerce of NJ: World Cup Business Access & Economic Activation (Trenton)
- CARE Center of New Jersey: Tri-County Fair 2026 (Rockaway)
- Carteret Business Partnership: Carteret World Cup Festival (Carteret)
- City of New Brunswick: Hub City Fan Celebration 2026 (New Brunswick)
- County of Somerset: The Battle of Basking Ridge Soccer Village (Bernards Township)
- Experience Princeton: Welcome World! Princeton’s Global Food Festival (Princeton)
- Flemington Improvement District: The Halfway Point: Flemington’s World Cup Celebration (Flemington)
- Greater Asbury Park Chamber of Commerce: Downtown Viewing Event (Asbury Park)
- McCovic Foundation: Freedom to Play: Inclusive Soccer Experience (Edison)
- Somerset County Business Partnership: World Cup Watch Party & Cultural Festival (Hillsborough)
- The United States Latino Affairs Initiatives: NJ Youth Mini World Cup – Trenton (Trenton)
- Urban League of Union County: Game On! (Elizabeth and Union)
South Jersey
- Borough of Red Bank: Red Bank World Cup Activation Series (Red Bank)
- Esports Innovation Center: WorldCupGardenState.com Esports Tournament (Atlantic City, Glassboro, Newark)
- HIP INC.: Saturday Heights LIVE Watch Party (Haddon Heights)
- Main Street Burlington: World Cup on the Waterfront (Burlington)
- Mount Holly UEZ: Mount Holly World Cup Downtown Activation Series (Mount Holly)
- Ocean County Public Affairs: Ocean County Watch Parties (Little Egg Harbor, Jackson, Lakewood)
- Visit Atlantic City: Watch Party with Atlantic City Beach Fest (Atlantic City)
EDA CEO Evan Weiss applauded the announcement.
“This initiative, launched by Gov. Sherrill, will help turn the world’s largest sporting event into an economic driver for local communities and small businesses across New Jersey,” he said.
“I appreciate the collaboration between Gov. Sherrill, Choose New Jersey, and the NYNJ Host Committee to ensure the FIFA World Cup brings communities together and has a meaningful impact in every corner of the state.”
Weiss told BINJE last month that the grants were about an attempt to change habits more than just host events.
Choose New Jersey CEO Amy Herbold said Choose was eager to play its part.
“Choose New Jersey is proud to support this initiative by helping bring these community-driven ideas to life,” she said. “By administering the grant process and working directly with local partners, we are helping ensure these events are impactful, inclusive and reflective of New Jersey’s diverse communities, while also supporting small and local businesses that are vital to their success.”
All grant-funded events will be integrated into the Host Committee’s Welcome World Rewards Program, a free, region-wide initiative that connects fans with local businesses and experiences.
Visitors attending these events will be able to check in through the program’s digital platform to earn points, which can be redeemed for official merchandise, exclusive experiences and FIFA World Cup 2026 match tickets.
The program encourages fans to explore multiple destinations throughout the region, extending their experience beyond the stadium and into local communities. These activations will bring the tournament atmosphere beyond MetLife Stadium and into neighborhoods, downtowns, and cultural hubs across the state.
