The FIFA 2026 World Cup will be the biggest sporting event in history — one that will bring billions in economic impact to the area.
Onyx Equities recently became the first major company in the area to sign a sponsorship agreement with the NY/NJ Host Committee. And while many big companies in the area will soon follow, smaller companies — even mom-and-pop shops — should not feel as if the event will only be beneficial to the biggest businesses.
With that in mind, the NY/NJ Host Committee has released a 21-page Community Engagement Toolkit to help smaller businesses navigate the steps to participation.
The tool kit (download it here) aims to be a resource to help small businesses “channel the energy of the tournament,” the Host Committee said.
“Whether you’re a small business looking to attract new customers, a local organization with a story to tell, or a neighborhood leader ready to rally your community for a cause, think of it as your playbook for getting involved, boosting your visibility, and helping turn this global event into a local celebration that reflects everything that makes our region special, and helps you drive your business or organization forward.”
The 2026 World Cup, the biggest ever with 48 participating countries, is being co-hosted by the United States, Mexico and Canada. It opens on June 11, in Mexico City.
The World Cup will have 104 total matches, including six in Philadelphia (including a game on July 4, our 250th anniversary) and eight in New Jersey (including the final on July 19). It will bring millions of visitors to New Jersey.
Bettina Garibaldi, the chief marketing and communications officer for the Host Committee, said the toolkit is a perfect place for small businesses to understand how they can benefit.
“The FIFA World Cup 2026 is a once-in-a-generation moment for our region, and we want everyone from businesses to community leaders and local organizations to feel empowered to be part of it,” she told BINJE. “This toolkit offers helpful guidance on how to engage in ways that reflect the spirit of the tournament, while also ensuring we celebrate this global event in a way that’s coordinated and impactful.”
The toolkit offers many interactive features, including a 3–5-minute AI-powered chat that will help the Host Committee develop a better understanding of your business – and how it could be eligible for procurement opportunities. (Click here)
It also offers links to spots where you can apply for a public viewing license