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The basics:

• La Plaza de Fútbol marketplace runs June 11–July 19 at American Dream
• Up to 1,000 New Jersey small businesses will participate
• Initiative aims to convert World Cup traffic into sales and exposure
• Inclusive program highlights Hispanic-owned, LGBTQ+-owned, diverse businesses statewide

Up to 1,000 New Jersey small businesses will have the chance to capitalize on the unprecedented economic opportunity created by the 2026 FIFA World Cup through a new partnership between the New Jersey Statewide Hispanic Chamber of Commerce and American Dream.

The “La Plaza de Fútbol” initiative will run for 39 days, from June 11 to July 19 at American Dream in East Rutherford. The program will create a small business marketplace designed to attract tens of thousands of visitors daily as well as hundreds of thousands over the course of the program.

Organizers say they aim to convert World Cup traffic into meaningful exposure and revenue opportunities for small businesses statewide. The effort is designed to be inclusive — bringing together a wide swath of the Garden State’s diverse business community.

“La Plaza de Fútbol represents the next step in our mission to connect global visitors with the richness of New Jersey’s business community,” said American Dream Chief Marketing Officer Adam Petrick. “Over the course of 39 days, visitors will have the opportunity to experience the culture, creativity, and entrepreneurial spirit that defines our state.

This is about more than commerce — it’s about community.
Adam Petrick, chief marketing officer, American Dream

“This is about more than commerce — it’s about community.”

From planning to logistics

“Hispanic-owned businesses are one of the fastest-growing segments of New Jersey’s economy,” said Carlos Medina, president and CEO of the New Jersey Statewide Hispanic Chamber of Commerce.

SHCCNJ will work closely with other chambers and business organizations to ensure that La Plaza de Fútbol reflects the full diversity of New Jersey’s entrepreneurial ecosystem. “This initiative creates unprecedented visibility and opportunity — not only for Hispanic entrepreneurs, but for small businesses across the entire state.

“It sends a clear message that when collaboration and partnership come together, extraordinary opportunities follow,” Medina added.

The partners developed the concept over the past two months. La Plaza de Fútbol has completed its initial planning phase, including concept design, partner alignment and feasibility review.

It now moves into final logistical planning and vendor coordination. Application details are expected in early April.

Expanding opportunity

The New Jersey Sports and Exposition Authority is collaborating on the effort. The Modesto Educational Foundation serves as a financial partner.

The Unity Chamber of Commerce will help ensure the representation of LGBTQ+-owned businesses.

“As a state that legally recognizes LGBTQ+-owned businesses, New Jersey is uniquely positioned to showcase inclusive economic leadership,” said Gus Penaranda, president & CEO, Unity Chamber of Commerce. “La Plaza de Fútbol will provide visibility, access, and growth opportunities for thousands of small businesses.”

Penaranda added the potential impact can last well beyond this summer.

Beyond the marketplace, La Plaza de Fútbol will also feature cultural programming highlighting New Jersey’s diversity. Offerings will include artists, culinary experiences and community exhibitions.

This effort fills a critical need to ensure small businesses can get in on the economic action that the once-in-a-lifetime soccer tournament will bring.

Organizers say they expect to announced additional partners and programming details in the coming months.

“This is a defining moment for New Jersey’s small business community,” said Petrick. “La Plaza de Fútbol is an invitation to the world — to experience who we are, what we build, and what we represent as a state.”