The New Jersey Economic Development Authority board recently approved a $20 million allocation to the FIFA World Cup 2026 New York New Jersey Host Committee for its planning and implementation of the soccer tournament, the world’s most watched sports event.
From that amount, $5 million will be dedicated to fund Gov. Mikie Sherrill’s initiative to bring fan zones, watch parties, festivals, and street fairs throughout New Jersey.
“As we prepare to host visitors from around the world this summer, we are committed to ensuring New Jersey residents and small businesses from across the state can join in on the festivities and benefit from the economic impacts of the tournament,” said Sherrill.
In January, a supplemental appropriation was signed into law, allocating $20 million to the NJEDA, reserved for the NYNJ Host Committee to promote statewide tourism and drive economic development. Last month, Sherrill announced a new initiative aimed at bringing fan experiences to communities across the state during the World Cup tournament. Eight matches will be played at MetLife Stadium, including the championship match, which will be held on July 19.
“All eyes will be on New Jersey during the 2026 World Cup, giving us an opportunity to showcase all that makes our state great,” said NJEDA Chief Executive Officer Evan Weiss. “I appreciate Gov. Sherrill’s visionary leadership to help ensure we do this right and that our communities and small businesses can benefit directly from the economic impacts of the World Cup. The NJEDA will work alongside the Host Committee and our partners across New Jersey to make sure the World Cup has a lasting transformation on the entire state.”
Following disbursement of the $5 million, the Host Committee will enter into a contract with a qualified New Jersey-based 501(c)(3) nonprofit organization with experience, creative capabilities, and a strong track record of developing and implementing extensive marketing programs and events that highlight the benefits of New Jersey. This is the same requirement used in past NJEDA requests for proposals and is based on the Legislature’s requirement for the use of a similar appropriation in 2023.
This contracted organization will partner with New Jersey-based event producers to add World Cup viewing areas, promotional marketing, and engagement via sub-granting with local community organizations and small businesses. The organization will also partner with chambers of commerce, marketing organizations, special improvement districts, local governments, and convention and visitor bureaus to help support small to mid-sized events, including watch parties, festivals, street fairs, and statewide promotional marketing.
“Fan experience sits at the heart of the Host Committee’s mission, and this initiative will help drive economic impact while showcasing an authentic New Jersey experience to visitors from around the world,” said Alex Lasry, CEO of the New York New Jersey Host Committee. “As we prepare to welcome millions of people to New Jersey, this initiative will help support and expand local events and celebrations, providing even more affordable and accessible ways for fans and communities to participate in the World Cup experience.”
