The basics:

• Newark rolls out “Kick it in Newark” campaign for FIFA World Cup 2026
• Flag Cities fan festival set for June 24 at Mulberry Commons
• Includes hotel packages, visitor experiences, hospitality ambassadors
• Workforce training, grants aim to boost local business impact

Newark is going all in on the FIFA World Cup 2026, positioning itself as one of the region’s premier fan destinations with a sweeping, citywide rollout of events, festivals and visitor experiences designed to capitalize on the economic opportunity and global energy of the tournament.

Led by Newark Alliance in partnership with the City of Newark and Invest Newark, the “Kick it in Newark” campaign brings together fan activations, community programming, tourism initiatives and business support efforts aimed at turning the city into a central hub for World Cup excitement across the region.

At the heart of the effort is a Flag Cities fan festival at Mulberry Commons, a community event microgrant program, “Stay & Play” hotel packages, curated visitor experiences, and a “Newark Welcome Team” of hospitality ambassadors stationed throughout transit hubs and high-traffic areas to guide visitors and connect them with local attractions.

The flagship festival will take place June 24, from 4–9 p.m. at Mulberry Commons in downtown Newark, featuring live entertainment, cultural programming, interactive experiences and large-scale match viewing as part of the broader Flag Cities 2026 regional fan series.

Grassroots engagement

Additional programming includes the Experience Newark Event Sponsorship Program, which provides microgrants for community-driven events across the city during the tournament window (June 27–July 19, 2026), helping neighborhoods host localized celebrations that reflect Newark’s cultural diversity.

Ashley Mays, chief marketing officer at Newark Alliance and president of Newark Happening, emphasized the program’s grassroots focus, saying: “The Experience Newark Community Event Sponsorship Program grants help neighborhoods bring their ideas to life and create experiences that reflect Newark’s varied cultures and community pride.”

The initiative also includes “Stay & Play” hotel partnerships designed to encourage visitors to explore Newark’s restaurants, arts, music and cultural scene beyond match days, along with Mobile Passport Newark Explorer Trails on Bandwango, featuring themed routes such as “Art, Beauty & Culture,” “Self Care” and “Wellness.”

The World Cup presents a rare opportunity to showcase Newark to a global audience while generating meaningful economic impact for local businesses and communities.
— Marcus Randolph, president and CEO, Invest Newark

Invest Newark is also offering workforce and small business support tied to the tournament, including “Ready, Set, Goal” training sessions. Meanwhile, a business development grant program aims to help local businesses benefit from World Cup-driven tourism.

Invest Newark President and CEO Marcus Randolph said the effort is designed to deliver both immediate and long-term impact.

“The World Cup presents a rare opportunity to showcase Newark to a global audience while generating meaningful economic impact for local businesses and communities,” said Randolph.

Pulling out all the stops

Newark Mayor Ras Baraka highlighted the city’s deep cultural connection to the global game. He stressed how the city is leaning into the once-in-a-lifetime event and ready to welcome the world.

“Anyone who knows Newark knows that so many of our residents trace their family roots to countries that dominate the World Cup,” said Baraka. “Newark bursts with pride during the FIFA games every four years – and this year, as a Flag City, we are pulling out all the stops to provide residents and visitors with an immersive, celebratory soccer experience.

“We are ready to welcome the world to come stay with us. Treat yourself to our eateries, music, art, shopping and the unique vibe only Newark can provide.”

Together, the coordinated effort spans public spaces, neighborhoods, hotels and cultural venues, aiming to create a safe, vibrant and immersive environment while showcasing Newark’s arts, food, music and diverse communities during the world’s biggest sporting event – with eight matches including the Final taking place a stone’s throw away at the Meadowlands.

More information can be found at Newarkhappening.com/FIFA2026.