The basics:

• Hospitality operators urged to focus on long-term growth beyond World Cup revenue
• Authentic branding can help attract the right visitors, build loyalty
• Social media, influencer partnerships may boost engagement, repeat visits
• Businesses should follow trademark, labor, event compliance requirements

With the soccer tournament expected to bring increased tourism and consumer spending, hospitality operators across New Jersey are exploring ways to attract visitors without straying from their core identity or making investments that may not pay off. However, for many local businesses, the area has not experienced the boon that officials, economists and industry groups forecast. Instead, some owners are still waiting for the influx of customers and increased spending that were expected to accompany the tournament.

New Jersey is at the center of the international soccer tournament with MetLife Stadium hosting eight matches, including the July 19 final. According to an ABC7 New York Eyewitness News article from April 2026, the area anticipates $11 billion in profits as a result of the tournament, with much of that revenue expected to come from the eight games scheduled to be played here. In response, New Jersey hotels are significantly increasing rates, with rooms near MetLife Stadium reaching up to $5,300 per night and parking for the final priced as high as $450.

The issue for businesses is how to leverage the World Cup to strengthen their online platforms for long-term growth.

Knowing the enormous diversity of travelers that the event will attract, from luxury-seeking international fans to budget-conscious families, from corporate groups entertaining clients to college friends splitting an Airbnb, every hotel and restaurant operator has a choice to make. Trying to pursue the greatest number of visitors or the right type of visitor for that specific business.

Thus, a boutique hotel in Montclair should not attempt to reposition itself as a budget hostel, just as a fine-dining restaurant in Hoboken should not temporarily transform into a sports bar. Authenticity matters, and the operators who maintain their identity will build lasting relationships with new customers who actually align with their brand.

For example, at Mulligan’s Pub in Hoboken, owner Paul Dawson said his establishment “will open live for every minute of every game” and his staff “will be ready to welcome all supporters of every country throughout the world.”

Mulligan’s is known to be a go-to spot to watch football on its many large screen televisions. “Since it’s in our own backyard this year, every bar/restaurant/pizza parlor/mom & pop store will be involved some way or another with the city and Hoboken Business Alliance hosting viewing parties throughout town,” Dawson told NJBIZ. “As for what it will bring apart from a great boost to the New Jersey-New York economy, it will be a festival of football nonstop for six weeks, bringing together the whole universe in our backyard for the final game.”

The most effective way to approach the influx during the tournament is not as a short-term revenue opportunity, but as a platform for long-term brand building. Spanning 39 days, the tournament provides operators with a sustained window to build relationships, capture customer insights, and position New Jersey as a destination that drives repeat visits well beyond July.

One avenue of improvement for every hospitality venue in the state will be social media. During the soccer tournament, every hospitality venue will be promoting match coverage, but those that stand out will be the ones offering genuinely valuable, informative content, rather than simply stating they’re showing the game.

The most effective way to approach the influx during the tournament is not as a short-term revenue opportunity, but as a platform for long-term brand building.

International visitors will need directors, especially amongst the chaos that the influx of visitors will bring. Therefore, it is important for businesses to think about what such a visitor actually needs and capitalize on answering those questions. For small and/or local businesses, it may be valuable to utilize local influencer partnerships. Local creators with genuine followings in food, hospitality, and New Jersey lifestyle will deliver far more relevant engagement than paying for a national sports account to mention your name. The key is alignment: work with people who would authentically visit your establishment, not just anyone with a large follower count.

While hotel and restaurant operators have exerted an enormous amount of resources and energy into preparing for the influx of visitors during the six weeks in which the tournament will take place, it is almost as essential for those same operators to use the momentum for long-term growth. As such, the real opportunity begins after a guest’s visit. By capturing emails or building a social following, operators can stay connected, turning a one-time visit into repeat business.

Practical notes

It is important to keep in mind some practical advice when advertising and branding your business with respect to the soccer tournament. First, as BrandLens notes, there is enforcement of “strict clean-zone regulations and intellectual-property guidelines. EMW Global advises non-official brands to avoid using [specific] marks or official logos; generic football themes, national colors and ‘soccer fever’ messaging are safer alternatives.”

Second, when adjusting staffing levels for the influx in business, it is important to remain complaint with New Jersey law pertaining to wage-and-hour requirements.

Third, operators hosting watch parties or large events should confirm compliance with occupancy limits, liquor licenses and local noise regulations, as enforcement may increase during the tournament.

Finally, any influencer partnerships or sweepstakes promotions should be properly documented and aligned with Federal Trade Commission (FTC) disclosure rules to avoid post-event disputes.

The bottom line

International soccer tournaments bring a level of global attention that rarely reaches New Jersey. While the state’s hospitality operators are well positioned to benefit, success will depend on approaching the moment with the same discipline applied throughout the year. Stay grounded in your brand, use social media with purpose, and focus on long-term value. Above all, do not let the excitement overshadow the operational and legal fundamentals that safeguard your business.

The world has come to New Jersey. Make sure it leaves with a reason to return.

Damian P. Conforti is a partner and chair of the Hospitality Practice at Mandelbaum Barrett PC in Roseland; Samantha E. Holleritter is an associate at the firm.