New Jersey is gearing up for what is being touted as the most significant sporting and economic event in its history: the 2026 FIFA World Cup. At a special briefing for New Jersey Chamber of Commerce Cornerstone members held on April 30, hosted by Montclair State University, Alex Lasry, CEO of the World Cup’s NY/NJ Host Committee, outlined the enormous potential this global soccer tournament presents for businesses across the state.
“This will be the biggest event New Jersey has ever seen,” Lasry said, underscoring that the last World Cup attracted an audience larger than 13 Super Bowls combined. With MetLife Stadium in East Rutherford set to host eight matches – including the final – New Jersey isn’t just a venue, “We are the host of the World Cup.”
The tournament will span 40 days, from June 9 to July 14, 2026, across 16 cities in the U.S., Canada, and Mexico. “We have eight matches here. What will people do the other 32 days?” Lasry asked.
The answer, he said, lies in encouraging visitors to explore the rest of the region – its cities, restaurants, cultural attractions, and natural beauty. That’s where the real and lasting economic impact – projected between $2 billion and $4 billion – will take root, through increased tourism, hospitality, retail, and advertising.
Statewide Economic Impact
The influx of visitors – over a million expected at the region’s Fan Fests and fan zones – presents a massive opportunity for restaurants, bars, hotels, tourism operators, retail shops, and more. Businesses are encouraged to host viewing parties, offer unique experiences, and position themselves as go-to destinations for international and domestic fans.
And it's not just foot traffic – it's also high-level exposure for the state. “CEOs will be here,” Lasry said. “They may consider New Jersey to locate their business – or at least take vacations here. We want to create a lasting impact that reverberates for the next 5, 10, even 20 years.”
Tools for Business Engagement
Bettina Garibaldi, chief marketing and communications officer of the NY/NJ Host Committee, said her organization’s website (nynjfwc26.com) will soon roll out a toolkit designed to help businesses capitalize on the World Cup. It will include promotional strategies, event ideas, and best practices to engage the surge of global visitors. In addition, a digital form will soon be available for businesses and organizations to submit their World Cup-related events for inclusion on official promotional platforms.
A new newsletter will keep stakeholders informed with updates, resources, and activation opportunities as the tournament approaches, she said.
Building Long-Term Value
Tom Bracken, president and CEO of the New Jersey Chamber of Commerce, framed the event as more than just a sports spectacle. “One of the key factors to measuring the success of the World Cup in New Jersey will be the depth and breadth of economic opportunity here,” he said. “This is a once in a lifetime opportunity and we need to make it work.”
Also speaking at the event were: Jim Kirkos, CEO, Meadowlands Chamber; Elisa Charters, president, Latina Surge National and member of the NJ Diverse Business Advisory Council; Daniel Diaz, director of business development - World Cup local ad sales, NBCUniversal Local; Gus Penaranda, CEO/president, Evolvere Consulting Inc.; and Keith Strudler, Ph.D., dean of the School of Communication and Media, Montclair State University.
A special thank you to Comcast and Telemundo for partnering with the N.J. Chamber of Commerce and Montclair State University on this special event.
(Cornerstone New Jersey is an exclusive membership level of the New Jersey Chamber of Commerce. For more information, click here.)
