Dear New York and New Jersey Small Business Community,

This summer, the FIFA World Cup 2026TM, the largest sporting event in human history, is coming to
New York and New Jersey.

With the FIFA World Cup 2026TM — including the Final at MetLife Stadium on July 19, 2026 — millions of fans will travel across the region, visiting neighborhoods, restaurants, and local businesses like yours. It’s a rare opportunity to bring new customers through your doors.

This is a once-in-a-generation moment, and the NYNJ Host Committee’s vision is that its benefits are distributed across the entire region, felt in communities across New York and New Jersey. The Welcome World Rewards Program is one of the many ways we are bringing that vision to life for businesses like yours.

What is the Welcome World Rewards Program?
A simple, free way to get your business in front of World Cup fans and turn visibility into real foot traffic.

How It Works

• Join for free — opt in through a simple and free application process to be featured on the Welcome World Rewards platform as a go-to spot for World Cup fans.
• Get discovered — fans use the platform to find places to eat, shop, and explore nearby.
• Drive real foot traffic — visitors earn rewards for checking in at participating businesses.
• Offer a simple incentive — a game-day special, discount, or offer of your choice.
• Benefit from bigger rewards — the Host Committee is working to offer high-value prizes (including potential match tickets) to drive participation

You’ll also receive a digital welcome kit with setup support and promotional assets to help you get started. To help make that happen, the NYNJ Host Committee is launching the Welcome World Rewards Program, the official small business rewards platform designed to connect World Cup visitors directly to local businesses across the region.

This is your moment — enroll your business today. Applications are open on a rolling basis through May 15.

Apply Now Here

The FIFA World Cup 2026TM is a once-in-a-generation moment for this region and its local businesses. The Welcome World Rewards Program is designed to ensure the energy and spending from this global event reach communities across New York and New Jersey. We hope you’ll be part of it.

Sincerely, 

Alex Lasry, Chief Executive Officer

FIFA World Cup 26 New York New Jersey Host Committee