This past summer, New Jersey shined as a host of Copa América games, showcasing our diversity, resilience and love for the beautiful game. Now, as we prepare to host the FIFA Club World Cup 2025 and the FIFA World Cup 2026, we have a once-in-a-generation opportunity to uplift minority business owners who are the backbone of our local economy.
The FIFA 2026 World Cup is not just a sporting event that is coming to North America, it’s a platform for economic and cultural growth that all minority businesses can take advantage of. By thinking outside the box and leaning into our diversity, we can create lasting opportunities that transcend the games themselves.
Let’s ensure the momentum from these events empowers every community — not just those inside the stadium. Together, we can turn the pitch into a stage for opportunity, equity, and progress.
Many minority-owned businesses may not qualify as official FIFA vendors, but that doesn’t mean they should miss out on the economic wave these events bring. Creativity and strategic partnerships are the keys to ensuring everyone gets a slice of this historic opportunity.
Here are five proven and creative strategies for engagement:
- 1. Community hubs: Transform local neighborhoods into cultural and event hotspots.
Example: Create “Fan Zones” featuring Latino, African and Asian cuisines, cultural showcases, and artisanal markets near event venues or along transit hubs.
Action: Partner with local chambers of commerce to create vendor pop-ups aligned with game schedules.
- 2. Tourism packages: Collaborate with minority-owned travel and hospitality businesses.
Example: Offer curated experiential packages like culinary tours or community-led walking tours for visitors.
Action: Promote these packages via social media campaigns tied to tournament hashtags.
- 3. Collaborative marketing: Leverage partnerships with larger corporations or city-wide initiatives.
Example: Align minority businesses with sponsors or larger organizations hosting pre-game events, watch parties, or CSR initiatives.
Action: Create co-branded campaigns that highlight diverse, local businesses.
- 4. Digital engagement: Use targeted campaigns to attract event-goers to minority businesses.
Example: Develop an interactive mobile app or digital map spotlighting minority-owned shops, restaurants, and services near stadiums.
Action: Incentivize app users with exclusive deals or loyalty points redeemable at participating businesses.
- 5. Cross-cultural celebrations: Expand beyond the games themselves.
Example: Host multicultural festivals, music nights, or charity soccer matches to engage locals and visitors during tournament off-days.
Action: Work with ethnic media outlets and influencers to amplify these events.
The World Cup goes beyond sports. It creates jobs, boosts local businesses and attracts global investment. For minority business owners in N.J., the World Cup is a chance to tap into tourism, hospitality, and cultural events tied to these monumental games.
With NJ hosting key matches for the 2026 FIFA World Cup, including the final, we have a once-in-a-lifetime opportunity to transform local businesses and communities.
Let’s make it a game-changer for minority business owners in New Jersey.
Luis De La Hoz is the chairman of the Statewide Hispanic Chamber of Commerce and a regional director of community lending at Valley Bank.
