As New Jersey prepares to host matches for the 2026 FIFA World Cup, local business leaders are urging early and coordinated action to help small businesses benefit from the expected influx of visitors. The finalized match schedule means millions are likely to visit the state, offering a significant economic opportunity.
Small businesses are considered essential to the character and economy of New Jersey. According to Tom Bracken, President & CEO of the New Jersey Chamber of Commerce, “Small businesses define our state’s character. They power local economies and shape the neighborhoods visitors will experience. With any major event, businesses often can feel the earliest and most meaningful economic lift – but only when we prepare early, coordinate well, and give communities the support they need.”
The New York New Jersey Host Committee has released a Community Engagement Toolkit aimed at helping municipalities, cultural groups, and small businesses prepare for the tournament. The toolkit includes information on viewing license options, programming ideas, suggested timelines, marketing guidance, and recommendations for adjusting staffing and business hours.
“These are meaningful resources, and they give us a head start. But tools only matter if people put them to use. And as the Host Committee has emphasized, they cannot do this alone. The success of the World Cup, and the legacy it leaves behind, depends on how New Jersey’s leaders decide to support the small businesses that will be at the heart of this moment,” said Bracken.
A small-business initiative is expected to launch early next year by the Host Committee to further expand opportunities across the region. In addition, Welcome World—the regional brand for 2026—has been introduced for communities to connect their events with World Cup activities.
Bracken stated that while these steps are positive developments, “we shouldn’t wait for the next announcement to get moving.” He called on mayors, councilmembers, chambers of commerce, business improvement districts, educational institutions, cultural organizations, and local economic development offices to begin planning now.
He also encouraged every business in New Jersey to consider how they can enhance customer experience during the tournament and whether they have materials ready for an international audience or sufficient staffing for increased activity around matchdays.
“The World Cup will move people through our hotels, restaurants, downtowns, cultural spaces, and transportation corridors. Visitors won’t only go to MetLife Stadium – they’ll explore our cities, discover new neighborhoods, and spend time experiencing the best of our state. If we prepare small businesses to shine, the economic impact will extend far beyond the eight matches we are hosting,” Bracken said.
He emphasized that preparation must be intentional and coordinated long before fans arrive: “New Jersey has the talent, infrastructure, and resilience to deliver an exceptional experience. Now we need a unified push among state agencies, local leaders, business groups, and the private sector to make sure small businesses are ready to seize this opportunity.”
“In 2026, the world will be watching. New Jersey can deliver not only world-class soccer but world-class hospitality and community pride.”
Bracken concluded that “the Chamber will continue to partner with the Host Committee, advocate for small businesses, and serve as a steady voice for the needs of our statewide business community.” He added that collaboration is key: “New Jersey’s business community has everything to gain but we only reach that potential if we work together.”
