Ahead of the Game: SHCCNJ Has Been Proactively Preparing and Advocating for Businesses for the World’s Biggest Soccer Tournament
February 22, 2026
Here’s the reality. Nuestro kickoff happened early. We know that preparation beats reaction every time.
How have you been preparing? We want to know: (fill out form here).
Since 2024, SHCCNJ has moved decisively, building relationships, visibility platforms, advocacy channels and business-readiness initiatives, including Business Link launching this week, to help ensure small businesses, especially Latino-owned enterprises, are not left on the sidelines.
Strategy, preparation and sustained engagement continue guiding this work, so opportunity reaches the businesses driving New Jersey’s economy.
Game Time Is Getting Close
The countdown is real. The first World Cup match in New Jersey kicks off June 13 at MetLife Stadium, temporarily renamed New York New Jersey Stadium for the 2026 FIFA World Cup. Cameras, fans, sponsors, media and tourists are heading here. All eyes on New Jersey.
Business owners throughout the state now face a simple reality. Preparation is no longer optional. Matches begin in June. The final lands right here.
Three host countries. Millions of visitors. Global attention focused squarely on our region.
El partido is coming fast.
The Economic Opportunity Is Real
More than $3 billion in projected regional economic activity connects directly to the tournament. Hospitality, transportation, retail, media, tourism, cultural services and events all stand to benefit. Each sector includes small businesses ready to participate if visibility and preparation align.
Latino entrepreneurs already contribute significantly to New Jersey’s economic landscape. The opportunity tied to the tournament is measurable, immediate, and competitive. Showing up visible, prepared and connected will matter.
Ahead of the Game Since 2024
Preparation started early. Action followed quickly.
On June 13, with support from American Dream, SHCCNJ launched its first Countdown to the World Cup 2026 event. More than 300 attendees, including members of the FIFA Host Committee, business leaders and community stakeholders, joined the conversation early, positioning New Jersey businesses for global opportunity.
Momentum continued June 10, 2025, when we returned to American Dream for a second Countdown event and press conference in the immersive Game Room, drawing more than 500 attendees. These were not symbolic celebrations. They intentionally positioned small businesses ahead of the moment, building relationships and opening doors to long-term opportunity.
It was important for us to demonstrate that cultural visibility advanced alongside business strategy.
Our second Countdown included the New Jersey debut of world-renowned sculptor Dante Mortet’s exhibit honoring legendary soccer players through sculpted hands and feet, amplified by a Telemundo press conference that highlighted representation and reinforced the state’s role not only as a host but also as a cultural stage.
Why Visibility Matters Now
New Jersey holds one of the largest soccer fan bases in the country. The Latino community contributes an estimated $137 billion to the state’s GDP. Tournament-related activity alone is projected to generate more than $3 billion in regional economic impact. Hospitality, retail, transportation, tourism, media, and cultural sectors are all positioned for growth.
Visibility translates directly into opportunity. Discoverability leads to bookings, partnerships, media exposure and sustained customer growth. No visibility, no goles.
Enter Business Link
That understanding shaped the launch of Business Link, the Chamber’s digital business directory and visibility platform, designed specifically for this moment and launching Feb. 23.
Millions of visitors will search. Where to eat. Where to stay. Who handles transportation? Who supports events? Who understands cultural programming?
Business Link places Chamber members where those searches happen.
Businesses can showcase services, increase digital visibility, connect with customers and corporate partners, and strengthen their professional footprint. Restaurants, hotels, transportation companies, event planners, photographers, translators, security firms and cultural enterprises all stand to benefit.
Opportunity favors visibility. Siempre.
Advocacy Still Leads the Way
The Chamber continues engaging public, private and community partners to help ensure Hispanic entrepreneurs are positioned not just to witness this global moment, but to benefit from it.
This past week, SHCCNJ leadership welcomed Gov. Mikie Sherrill’s decision to pivot World Cup Fan Festival planning toward a statewide initiative expanding participation and economic opportunity tied to the 2026 global soccer tournament. President Carlos Medina said the move signals meaningful support for small businesses navigating both opportunity and ongoing challenges.
“Black and Brown businesses have been significantly affected by recent immigration enforcement actions, so this initiative offers a welcome reprieve for a business community under real strain. Thank you, Governor,” Medina said.
Chamber leadership believes the shift can deliver tangible benefits to local communities, small businesses and cultural organizations throughout New Jersey while positioning the state to maximize the tournament’s projected multibillion-dollar economic impact.
Collaboration continues with the New Jersey Economic Development Authority, the regional Host Committee, universities and private-sector partners to help ensure Hispanic entrepreneurs can engage fully as planning advances. The focus remains practical: visibility, access, partnerships and measurable economic participation for the businesses driving New Jersey’s economy.
More Than a Tournament
The World Cup represents more than soccer. Economic momentum, cultural visibility, tourism growth, business acceleration and global exposure converge here in New Jersey.
SHCCNJ advocacy shows up in action through convenings, partnerships, digital platforms, policy engagement, and consistent messaging that affirm that Latino businesses belong wherever economic opportunity is being shaped.
As the world turns toward New Jersey this summer, one reality stands clear. The business community is not scrambling. Preparation started early. Visibility is building.
Connections are strengthening.
Ahead of the game. Exactly where SHCCNJ intended to be. And we are here for you!
Don’t forget we want to hear from you. How have you been preparing?
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