Let’s help small businesses make their goals for the World Cup

The world is about to turn its attention to New Jersey. With the full match schedule for the 2026 FIFA World Cup now set, we're preparing for millions of visitors, a global spotlight, and an economic opening unlike anything our state has ever seen.

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.

This is where state, county, municipal, and business leadership need to engage.

The New York New Jersey Host Committee has taken important first steps. They were the first Host Committee to produce and publish a Community Engagement Toolkit - something other host committees have yet to deliver to their communities.

The toolkit gives municipalities, cultural groups, and small businesses a practical playbook for activating around the tournament. The toolkit lays out viewing license options, programming ideas, timelines, and practical ways to shape local experiences that meet the moment. It also offers guidance for businesses - from marketing considerations to adjusting hours and staffing to handle higher traffic.

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.

The Host Committee plans to roll out a small-business initiative early next year to expand opportunities across the region.

They've also created and introduced Welcome World, the shared regional brand for 2026, specifically for communities to use to connect their own events and programming to the World Cup.

This is encouraging progress, and the Chamber looks forward to supporting and amplifying these efforts. But we shouldn't wait for the next announcement to get moving. Tools and guidance are out there.

The tools we need to get started are already in front of us. Every mayor, councilmember, chamber of commerce, business improvement district, educational institution, cultural institution, and local economic development office should be planning now.

Every business should be asking themselves:

• How can we enhance our customer experience during the tournament?
• Do we have materials ready for an international audience?
• Are staffing, business hours, and inventory set for increased activity around matchdays?
• Can we collaborate with our neighbors to create welcoming spaces for fans?
• We don't need to reinvent the wheel. We need to rise to the moment by using the resources already available.

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.

Preparation must be intentional, coordinated, and underway 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.

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.

New Jersey's business community has everything to gain, but we only reach that potential if we work together.

- Tom Bracken, President & CEO, New Jersey Chamber of Commerce