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At the New Jersey Chamber of Commerce’s ReNew Jersey Summit in Atlantic City March 31, FIFA World Cup 2026 New York New Jersey Host Committee CEO Alex Lasry unveiled the Welcome World Rewards Program.

The free, region-wide initiative aims to connect millions of fans with small businesses and drive economic activity across New Jersey and New York.

Launching May 25, the program will encourage residents and visitors to explore participating neighborhood businesses through digital check-ins. Users will also earn points redeemable for prizes and unlock interactive fan experiences tied to the World Cup. Small businesses can opt in at no cost and offer promotions such as discounts, tournament-themed specials or other fan-friendly offers.

“Small businesses are at the heart of our region’s economy and identity,” said Lasry. “The Welcome World Rewards Program creates a fun, interactive way for local fans and the millions of visitors coming to our region to engage with local businesses and experience everything New York and New Jersey have to offer.”

Gov. Mikie Sherrill said as the state prepares to host visitors from around the country and world for the World Cup, the Welcome World Rewards Program will ensure that they engage directly with New Jersey’s local shops, restaurants and entrepreneurs.

“New Jersey’s small businesses are the backbone of our economy,” said Sherrill. “This innovative platform will help small businesses benefit from increased economic activity while giving fans an authentic taste of everything that New Jersey and the region have to offer.”

Beyond the tourist traps

The Host Committee will offer up to eight opportunities for fans to win access to FIFA World Cup 2026 matches at MetLife Stadium as its guests, including the Final July 19.

Fans who reach participation milestones by visiting businesses across New Jersey’s 21 counties and New York City’s five boroughs will be eligible for these match experiences, as well as additional prizes like tickets to other sporting and entertainment events, official merchandise and access to Host Committee fan experiences.

The Welcome World Rewards Program also complements a range of state and local initiatives that support local engagement, fan activities and small businesses, including the New Jersey Economic Development Authority’s World Cup Community Initiative and Goya Presents Flag Cities, which will bring fans and communities together across the region.

By encouraging exploration beyond traditional tourist areas, the program aims to distribute visitor spending more broadly and create lasting visibility for neighborhood commercial districts, helping small businesses benefit from the World Cup’s projected $3.3 billion regional economic impact.

Small businesses can apply at no cost here.

Editor’s note: This story was updated at 8:46 p.m. March 31, 2026, to include a link to the application for small businesses.