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The basics:

• Sherrill announces $5M NJ World Cup Community Initiative grant recipients
• 34 organizations funded for fan zones, events
• Statewide model replaces previously planned, single Jersey City festival
• Initiative focuses on tourism, small businesses & local impact

Gov. Mikie Sherrill announced the recipients of a $5 million New Jersey World Cup Community Initiative May 6. The grants went to 34 organizations to host fan zones, festivals and watch parties across the state ahead of the 2026 FIFA World Cup.

The events are designed to reach communities statewide, rather than a single host site. With less than 40 days until kickoff, NJBIZ was on the scene at Cooper River Park in Pennsauken for the announcement.

“There might be 80,000 seats in MetLife Stadium, but I want to make sure that 9 million New Jerseyans can take part in the fun here in the state. Up and down our state, I’m hoping in every corner, they catch World Cup fever,” Sherrill said.

“The New Jersey World Cup community initiative will launch 34 fan zones, street fairs, watch parties and festivals across our state. Places where people can come together with friends and family to be part of this once in a generation event in New Jersey,” the governor continued. “So together with the NJEDA, we’re awarding $5 million in grants to organizations across our state that will host both one-time tournament events and long-time events showcasing beaches, boardwalks, benefiting small businesses and bringing excitement to your back door.”

An open invitation

The program marks the next phase of an initiative unveiled in February. At that time, the administration pivoted from a single large fan festival in Jersey City. The moved toward a statewide, community-driven model aims to spread economic benefits as well as access to the event.

The New Jersey Economic Development Authority developed and funded the initiative, with final award determinations approved by the NJEDA. The FIFA World Cup 2026 New York New Jersey Host Committee selected Choose New Jersey to administer the grant process.

The funding supports two tiers of programming — large, multi-location regional events and smaller community-based activations. They’re all designed to bring visitors into local downtowns, support small businesses and create accessible fan experiences beyond MetLife Stadium.

Welcome World Rewards

The initiative will also tie into the NYNJ Host Committee’s Welcome World Rewards Program. The regionwide platform encourages visitors to explore local businesses and events by offering points redeemable for merchandise, experiences and even match tickets.

NJEDA Chief Executive Officer Evan Weiss says the program aims to ensure the World Cup delivers economic benefits beyond the stadium footprint.

“This initiative, launched by Gov. Sherrill, will help turn the world’s largest sporting event into an economic driver for local communities and small businesses across New Jersey,” said Weiss. He added that the approach reflects a broader push to drive activity at the local level. “This is exactly the kind of thing that the EDA wants to be doing, that Choose wants to be doing, getting creative, getting inventive about how we build economic activity here.”

Driving visitors to local businesses

Choose New Jersey President and CEO Amy Herbold pointed to the statewide reach of the initiative.

“This initiative will drive global visitors to local businesses. It’ll give New Jerseyans reasons to explore our communities. And it will ensure this once in a lifetime moment is shared across North Central and South Jersey,” said Herbold.

Our goal is to make the World Cup experience accessible and felt in every corner of our region.
– Alex Lasry, CEO, NYNJ Host Committee

Alex Lasry, CEO of the NYNJ Host Committee, framed the effort as both an economic and experiential play tied to the broader regional strategy.

“Our goal is to make the World Cup experience accessible and felt in every corner of our region,” said Lasry. “These are the most exciting days leading into the World Cup. When we get to announce how we are going to bring the World Cup to all of the citizens of New Jersey and really show the world an authentic New Jersey experience.”

Not sitting on the sidelines

Local officials also stressed the regional impact. Camden County Commissioner Director Louis Cappelli Jr. said the funding ensures South Jersey is fully included, so that “Camden County and South Jersey are not just watching it. We are participating in it.”

Camden Mayor Victor Carstarphen pointed to both the scale of the event and its economic implications for the region.

“We’re incredibly grateful to be a part of this announcement and our residents … we’re looking forward to hosting and participating in these events. Not to mention, as you’ve already heard, tremendous economic impact and financial benefit to all of our small business community that will be involved in this event,” said Carstarphen.

“Soccer is a unifying sport. It’s the biggest sport in the world. It brings people of all different backgrounds and cultures together. We expect that same excitement to be here, unifying the spirit of the city of Camden, Camden County, and the South Jersey region,” Carstarphen added.

Watch the announcement here:

Grant recipients

Among the largest recipients are three regional, multi-day initiatives:

• Flag Cities – led by the Meadowlands Regional Chamber, spanning Bergen, Essex, Hudson and Passaic counties
• North to Shore Festival – presented by the New Jersey Performing Arts Center, across Essex, Monmouth and Atlantic counties
• Visit South Jersey World Cup activations in Camden County

Dozens of community-based events across the state received additional grants. The awards reflect a wide geographic and cultural mix of programming. That includes Atlantic City Beach Fest watch parties on the Boardwalk, activations tied to the Hoboken Arts and Music Festival, and Liberty Science Center’s “Summer of Soccer & Science” in Jersey City. The latter LSC event blends STEM programming with World Cup themes.

In Ocean County, multiple municipalities will host watch parties. Meanwhile, cities such as Newark and Jersey City are planning large-scale cultural festivals highlighting the global communities represented in the tournament. Downtown-focused events are also on tap in places like Princeton, Red Bank, Flemington and Hackettstown. The rollout aims to drive foot traffic to local businesses.

That’s not all

Other activations range from youth and community soccer events in Newark and Trenton to food, music and cultural festivals in Asbury Park, Montclair and Union City. Additional programming includes waterfront and main street watch parties in Burlington, Haddon Heights and Carteret. Esports tournaments and digital fan experiences will also take place in Atlantic City, Glassboro and Newark.

Together, the lineup spans North, Central and South Jersey — from shore towns and suburban downtowns to urban hubs. The goal is to create accessible entry points for residents and visitors alike to take part.

“The FIFA World Cup is a once-in-a-generation opportunity to showcase New Jersey on the global stage. And we want to make sure all New Jerseyans can join in on the festivities,” said Sherrill. “These grants will help ensure that the benefits of hosting the World Cup extend beyond the walls of the stadium. Through this initiative, we are supporting small businesses and empowering communities across New Jersey to create exciting experiences that bring residents and visitors together throughout our state ahead of the tournament, and during the World Cup.”

Altogether, the events are expected to draw tens of thousands of attendees and drive foot traffic to local businesses statewide.

Maximizing the opportunity

For organizers such as Meadowlands Chamber President Jim Kirkos, the funding is key to scaling already complex, multi-town efforts.

“The Meadowlands Chamber and Flag Cities are grateful to the State of New Jersey and Choose New Jersey for this $1.3 million investment in the Flag Cities event series,” Kirkos said in a statement. “This funding will directly support the production of these events, including enhanced security, elevated entertainment, and expanded marketing efforts to ensure a high-quality experience for residents and visitors alike.

“Flag cities was always intended to be a showcase of N.J. and to promote tourism of our great state,” he added. “We are excited to build on this momentum and deliver a best-in-class series that brings our communities together to celebrate the World Cup on a regional stage.”

‘It’s huge’

At the event, he emphasized the impact more bluntly.

“It’s huge,” Kirkos told NJBIZ. He noted the funding also creates an opportunity to expand the number of Flag Cities events held throughout the tournament. Five are currently planned, potentially as many as eight, to allow visitors to have more opportunities to experience the events.

He added that distributing resources statewide is critical to maximizing the opportunity.

“While my area is the Meadowlands, I want New Jersey to win. And the way New Jersey wins is that we create these local fan festivals, small and large throughout all of New Jersey, so that visitors that come here have something to do, a place to go, and allows us to showcase all of that,” Kirkos told NJBIZ.

“We’re going to make the most of it and host a world-class party for everyone,” said Sherrill.