This summer, for just the second time ever, the men’s World Cup will be coming to the United States—in fact, to our very own backyard. Hosted across the U.S., Mexico, and Canada, the 2026 World Cup kicks off June 11, 2026, and continues through July 19, 2026. A total of eight matches, including the World Cup Final, will be held at MetLife Stadium (temporarily branded as New York New Jersey Stadium) in East Rutherford, New Jersey. Soccer fans from across the country and the world will be traveling to the New York-New Jersey area to celebrate the world-famous sporting event. With more than 1.2 million visitors expected to travel to the region, the tournament is projected to generate $3.3 billion in economic activity in the area. Here are some ways hospitality businesses throughout New York and New Jersey can prepare for the influx of visitors and make the most of this surge in local tourism.

Tips for Local Hospitality Businesses

1. Check out the FIFA World Cup 2026^TM New York New Jersey Host Committee Community Engagement Toolkit, a comprehensive guide for local businesses and organizations to leverage the economic opportunities provided by the tournament.
2. Consider extending your operating hours, stocking up on inventory, and/or hiring additional seasonal staff to accommodate increased traffic.
3. Host watch parties or other World Cup-themed events, such as soccer trivia nights or live music nights featuring music inspired by the participating countries. Consider submitting your event to the NYNJ Host Committee for a chance to be featured on their website.
4. Market promotions such as special World Cup-themed menu items, discounts, or freebies for visiting fans.
5. Embrace the World Cup spirit by decorating storefronts or setting up photobooths with soccer-themed props for fans to capture memorable moments (note: make sure you review branding guidelines as FIFA trademarks are strictly protected).
6. Subscribe to the NYNJ Host Committee newsletter for updates and opportunities.
7. Join the Welcome World Rewards Program (more on this below).

About the Welcome World Rewards Program

The Welcome World Rewards Program, which launches May 25, is a region-wide economic initiative designed to connect fans of the World Cup with local small businesses through a free mobile app. The purpose of the program is to encourage economic activity throughout communities in New York and New Jersey while also providing visitors with an authentic regional experience. Through the app, which is free for both fans and businesses, users can explore local businesses and earn rewards. Visitors check in with participating businesses and collect points in a digital wallet. The points are redeemable for a range of prizes. The program will even offer the opportunity for up to eight fans to attend the World Cup matches (including the final match) as guests of the NYNJ Host Committee. Participating businesses can display the Welcome World Badge in their storefronts, websites, and/or menus (again, check for branding guidelines). Businesses can sign up to join the program here. Enrollment is open on a rolling basis from April 1 through May 15, 2026.

Are You Ready for Kick-off?

Small businesses across New York and New Jersey have a huge opportunity to benefit from tourism generated by the World Cup this summer. Make sure your business is prepared to make the most of heightened visibility and economic activity in the coming months. Additional helpful information can be found in the NYC Small Business Resource Guide for FIFA World Cup 2026™ and the NJ Diverse Business Advisory Council’s World Cup 2026 Reference Guide. While you focus on preparing for the World Cup festivities, let RBT CPAs’ hospitality and restaurants accounting team take care of your business’s accounting, tax, audit, and advisory needs. Call us today and find out how partnering with RBT can help you reach your personal and professional goals (pun intended).