This summer, one of the world’s largest sporting events will be arriving on our doorstep, bringing massive crowds to the New York-New Jersey area. The 2026 World Cup will take place across three North American countries from June 11 to July 19, with eight matches—including the final—held at New Jersey’s MetLife Stadium (temporarily branded as New York New Jersey Stadium). The broader New York–New Jersey region is expected to welcome more than 1.2 million visitors, generating an estimated $3.3 billion in economic activity in the area. For breweries and distilleries, this is more than just a spike in foot traffic. The tournament presents a rare opportunity for local businesses to increase sales, expand brand visibility, and connect with new customers. The question is, are you ready to make the most of it? Here are some tips to help you capitalize on the most anticipated regional event of the summer.
Prep Operations and Ramp Up Promotional Activities
You may want to consider stocking up on inventory, extending your operating hours, and/or hiring additional seasonal staff in anticipation of increased regional activity. Hosting watch parties or other World Cup-themed events is one way to attract both visiting fans and locals. Think about offering World Cup-themed menu items, limited-edition beverage flavors, discounts, or giveaways to appeal to fans’ tournament spirit.
Explore Available Resources
Check out the FIFA World Cup 2026TM 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. You can also subscribe to the NYNJ Host Committee newsletter for updates and opportunities. 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.
Join 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 providing visitors with an authentic regional experience. The app (which is free for both fans and businesses) allows users to check in with local businesses and earn rewards. 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. Businesses can sign up to join here. Enrollment is open on a rolling basis from April 1 through May 15, 2026.
Don’t Drop the Ball This Summer
Major events like the World Cup don’t come around often. This summer, breweries and distilleries in the NY–NJ region have a unique opportunity to expand their reach and visibility on an international stage. Early preparation and strategic marketing will be key to making the most of this heightened exposure. While you focus on preparing for the World Cup, let RBT CPAs take care of your business’s accounting, tax, audit, and advisory needs. Call us today and find out how we can be Remarkably Better Together.