Preparing Downtowns for a Once-in-a-Generation Moment: FIFA World Cup 2026™
By: Natalie Pineiro
Executive Director,
Downtown New Jersey
In 2026, New Jersey will be at the center of the world’s attention.
The FIFA World Cup 2026 is coming to the New York–New Jersey region, with MetLife Stadium hosting multiple matches—including the Final. This global event will bring millions of visitors to our region, generating unprecedented foot traffic, media exposure, and economic activity across the state.
For New Jersey’s downtowns and commercial corridors, this isn’t just a sporting event—it’s a once-in-a-generation opportunity to attract new audiences, support local businesses, and showcase the unique character of our communities.
Downtown New Jersey is encouraging its members to begin planning now—not only to manage increased activity, but to strategically capitalize on this moment through coordinated district-level planning, business engagement, and placemaking initiatives.
Why This Matters for Downtowns—Even Beyond the Host City
While matches will be played in East Rutherford, the impacts of the World Cup will be felt far beyond the stadium. Visitors will stay in hotels, dine in restaurants, shop in local businesses, attend watch parties, and explore downtowns throughout New Jersey.
That means:
Increased visitor spending in downtown restaurants, retail, and hospitality
Greater demand for events, entertainment, and cultural experiences
National and international visibility for New Jersey communities
A powerful opportunity to introduce new customers to local businesses
Downtowns that prepare early will be best positioned to benefit—both during the tournament and well beyond it.
What Downtowns Can Do Now
The NY/NJ FIFA World Cup 2026 Host Committee’s Community Engagement Toolkit provides a practical roadmap for communities of all sizes to get involved—without requiring massive budgets or official host status.
Key areas where downtown organizations can lead include:
1. District-Level Planning & Coordination
District management organizations can serve as conveners—bringing together businesses, municipal partners, and stakeholders to align on:
Event calendars tied to match days and tournament milestones
Operations planning, including hours, staffing, sanitation, safety, and wayfinding
Unified messaging that helps welcome visitors and guide them through the district
2. Supporting Small Businesses
Downtown organizations can help businesses prepare to take advantage of increased foot traffic by providing guidance on:
World Cup–inspired promotions, specials, and experiences
Passport programs or loyalty campaigns that encourage visitors to explore multiple businesses
Marketing and social media strategies aimed at visitors
Understanding branding and licensing guidelines related to World Cup–themed events
3. Events, Activations & Public Spaces
From watch parties and street festivals to public art, pop-ups, and cultural programming, downtowns can create experiences that draw people in and encourage them to stay longer. These activations not only support local businesses, but help reinforce a strong sense of place.
4. Beautification & First Impressions
Clean, welcoming, and well-activated downtowns will matter more than ever. Streetscape improvements, storefront activation, clear signage, and visible placemaking efforts all contribute to a positive visitor experience—and long-term downtown vitality.
A Long Runway to Build Momentum
The World Cup isn’t a one-week event. The lead-up to 2026 includes key milestone moments—ticket launches, regional activations, fan engagement tours, and countdown events—that provide multiple opportunities for downtowns to plan programming, marketing campaigns, and partnerships over time.
For district leaders, this means thinking beyond a single event and viewing 2026 as a multi-year opportunity to strengthen downtown infrastructure, partnerships, and visibility.
Downtown New Jersey’s Role
Downtown New Jersey will continue to support members as they prepare—sharing resources, best practices, and real-world examples of how downtowns can:
Organize and manage large-scale, community-focused events
Equip small businesses to maximize increased foot traffic
Coordinate with municipal, tourism, and regional partners
Turn a global event into lasting local impact
Members are strongly encouraged to review and bookmark the NY/NJ FIFA World Cup 2026 Community Engagement Toolkit, which offers timelines, ideas, and guidance tailored specifically to local businesses, downtown organizations, and community leaders
