FIFA World Cup 2026™ New York New Jersey Host Committee Unveils “Welcome World Rewards Program” to Support Regional Small Businesses
Free for businesses, region-wide program to drive foot traffic, connect fans with local shops and restaurants, and unlock once-in-a-lifetime FIFA World Cup™ match experiences
Opportunity for two fans to attend FIFA World Cup 2026™ Final
Atlantic City, NJ (March 31, 2026) — With less than 100 days until the FIFA World Cup 2026™ kicks off on June 11, the New York New Jersey Host Committee today announced the launch of the Welcome World Rewards Program, a region-wide initiative designed to connect millions of fans with local small businesses and help drive economic activity across communities throughout the region.
The Welcome World Rewards Program will connect residents and visitors with participating small businesses through a digital experience that rewards neighborhood exploration, drives foot traffic, and highlights the diverse commercial corridors that define communities across New York and New Jersey.
“New Jersey’s small businesses are the backbone of our economy,” said New Jersey Governor Mikie Sherrill. “As we prepare to host visitors from around the country and the world for the World Cup, the Welcome World Rewards Program ensures they engage directly with our local shops, restaurants, and entrepreneurs. This innovative platform will help small businesses benefit from increased economic activity while giving fans an authentic taste of everything that New Jersey and the region have to offer.”
“Working New Yorkers should benefit from the World Cup — whether or not they ever set foot in a stadium. That means driving foot traffic to our small businesses and local restaurants, and making sure this moment delivers for the people who make this city what it is,” said New York City Mayor Zohran Mamdani. “The Welcome World Rewards Program is about connecting fans and visitors to every borough so that the gains from hosting this tournament are felt in every neighborhood across our city.”
FIFA World Cup 2026™ NYNJ Host Committee CEO Alex Lasry made the announcement today at the New Jersey Chamber of Commerce’s ReNew Jersey Business Summit & Expo in Atlantic City:
“Small businesses are at the heart of our region’s economy and identity,” said Lasry, CEO of the New York New Jersey Host Committee. “The Welcome World Rewards Program creates a fun, interactive way for local fans and the millions of visitors coming to our region to engage with local businesses and experience everything New York and New Jersey have to offer.”
How It Works
The Welcome World Rewards Program is free and easy to use for both businesses and fans:
• Small businesses opt in at no cost through a simple application process, which will open on March 31 and can be accessed via the NYNJ Host Committee’s website
• Fans engage with participating businesses through digital check-ins and collect points in a digital wallet that are redeemable for prizes
• Businesses may extend fan-friendly promotions such as discounts or tournament-themed specials, or other offers.
Through a web-based platform, the Welcome World Rewards Program will launch on May 25, and fans will be able to explore a directory of participating small businesses across the region and discover available promotions. As fans visit and check in at participating locations, they will earn points and unlock exclusive games and interactive experiences — creating a dynamic, engaging way to explore neighborhoods and connect with local businesses throughout the FIFA World Cup.
To drive participation and regional exploration, the NYNJ Host Committee will offer up to eight opportunities for participants to win an invite to attend FIFA World Cup matches as guests of the NYNJ Host Committee— including the Final match at New York New Jersey Stadium on July 19. Fans who reach defined participation milestones by visiting businesses across both New Jersey’s 21 counties and New York City’s five boroughs will be eligible for match experiences and additional prizes, including tickets to various sporting and entertainment events, FIFA World Cup merchandise, and access to official New York New Jersey Host Committee fan experiences.
Driving Regional Economic Impact
The Welcome World Rewards Program is a key component of the NYNJ Host Committee’s broader strategy to ensure the FIFA World Cup’s projected $3.3 billion economic impact reaches local businesses across the region. By encouraging fans to explore beyond traditional tourist destinations, the program is designed to distribute visitor spending more broadly and create lasting visibility for neighborhood commercial districts.
his consumer-facing program complements a range of state and civic initiatives designed to expand community participation and drive local economic impact, including the NJ Economic Development Authority’s World Cup Community Initiative, Empire State Development’s Community World Cup Grant Program supporting locally led viewing events, and the Association for a Better New York Foundation’s “World Cup for All” Community Grant Program, providing funding to nonprofit organizations for free or low-cost fan engagement activities and youth programming across New York City’s five boroughs.
Small businesses can access the Welcome World Rewards Program application here.
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About the FIFA World Cup 2026™ NYNJ Host Committee
The FIFA World Cup 2026™ NYNJ Host Committee is the local organizing body responsible for delivering eight matches, including the Final. The NYNJ Host Committee coordinates between city and state stakeholders and FIFA to ensure world-class delivery of infrastructure, services, and fan experiences. Its mission: to create the most engaging, inclusive, and impactful World Cup experience for fans, athletes, partners, and communities.
Learn more about FIFA World Cup 2026™ matches being held in NYNJ via the Host Committee’s website, Instagram, X, Facebook and TikTok.
