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The basics:

• Free Welcome World Rewards Program connects small businesses to World Cup visitors
• Open to NJ, NY businesses across retail, restaurants, hospitality and more
• Platform launches May 25 ahead of June 13 tournament kickoff
• Organizers urge businesses to enroll before May 15 deadline

A recent virtual informational session offered insights to help small businesses across New Jersey and New York prepare to capitalize on the 2026 FIFA World Cup through the new Welcome World Rewards Program.

The free, regionwide initiative is designed to connect millions of visitors with local businesses. The program was first unveiled March 31 at the ReNew Jersey Summit in Atlantic City, as NJBIZ reported.

Luis De La Hoz, chair of the Statewide Hispanic Chamber of Commerce of New Jersey, and Bettina Garibaldi, chief marketing & communications officer for the New York New Jersey Host Committee, led the event. The April 20 webinar walked business owners through how the program works, why it matters and how to enroll before the May 15 deadline.

“People will be spending money in your community — not just near the stadium. Make sure your business is visible,” said De La Hoz.

Direct exposure for small businesses

At its core, the FIFA World Cup 2026 NYNJ Host Committee program offers a free, web-based platform that fans can use to discover and check in at participating businesses. They can also earn points redeemable for rewards such as merchandise, exclusive experiences and even match tickets.

Businesses benefit from direct exposure on the official Host Committee website used by visitors navigating the region.

“It’s a simple and free way to put local businesses front and center with World Cup fans — and convert that visibility into real visit,” said Garibaldi.

The opportunity is open to independent, customer-facing small businesses with a physical location, spanning industries from restaurants and retail to salons, hotels and entertainment venues.

Don’t assume your business doesn’t qualify.
—Luis De La Hoz, chair, Statewide Hispanic Chamber of Commerce of New Jersey

Organizers stressed that eligibility is broader than many assume. “When you travel, you need things you didn’t expect to need. Don’t assume your business doesn’t qualify,” said De La Hoz.

The webinar also outlined a straightforward, seven-step registration process. Taking only minutes to complete, signing up requires:

• Basic business information
• Contact details
• Industry category
• Point-of-sale system
• Operating hours

Once approved, businesses receive signage and a QR code that customers can scan to engage with the platform. The format aims to encourage repeat visits through a gamified experience.

Don’t wait to register

De La Hoz stressed urgency in signing up: “Register now. Don’t wait until May 14.”

The event also emphasized key logistics. The platform goes live May 25, ahead of the tournament’s June 13 kickoff, and runs through the July 19 final at MetLife Stadium.

Businesses can boost engagement further by offering their own promotions or extended hours, particularly as fan activity stretches beyond traditional peak times.

A major theme throughout the session was scale. The program is not limited to areas near the stadium, but instead spans all of New Jersey and New York — with visitors expected to travel, stay and spend across the region. The broader goal is to distribute the tournament’s projected $3.3 billion economic impact into local communities, giving small businesses a meaningful opportunity to benefit if they take part.

You can watch the full webinar here. More information on the program is available here.