April 22, 2026

A Step‑by‑Step Guide for Small Business Owners in New York and New Jersey 

This guide summarizes a Zoom presentation held on April 20, 2026, led by Luis O. De La Hoz, Chair of the Statewide Hispanic Chamber of Commerce of New Jersey (SHCCNJ). It is provided to help small business owners across New York and New Jersey understand and enroll in the Welcome World Rewards Program, launched by the FIFA World Cup 2026™ NYNJ Host Committee.  

“People will be spending money in your community — not just near the stadium. Make sure your business is visible.” — Luis O. De La Hoz 

The 2026 FIFA World Cup™ is coming to the New York–New Jersey region — and small businesses across both states have a direct, free, and simple opportunity to be discovered by millions of visiting fans. 

The Welcome World Rewards Program, launched by the FIFA World Cup 2026™ NYNJ Host Committee, is designed to support small businesses statewide. It is not a paid marketing program, not limited to businesses near the stadium, and does not require an app download. 

The only requirement is to register by May 15, 2026. 

To help business owners understand how the program works and how to enroll, SHCCNJ hosted a bilingual informational webinar. What follows is a concise overview of what every small business owner needs to know. 

WHAT THE WELCOME WORLD REWARDS PROGRAM IS — AND WHY IT MATTERS 

The Welcome World Rewards Program is a free, web‑based platform that connects fans and visitors with local, independent small businesses through a digital rewards experience. 

Fans use the platform to discover nearby places to eat, shop, and explore. When they check in at participating businesses, they earn points that can be redeemed for rewards such as merchandise, exclusive experiences, and tickets to FIFA World Cup 2026™ matches — including the Final on July 19 at New York New Jersey Stadium. 

For businesses, participation means visibility where visitors are already looking. 

Your business appears as a recommended destination on the NYNJ Host Committee’s official website — the same site incoming visitors will use for match schedules, transportation information, and local guidance throughout the tournament. 

“It’s a simple and free way to put local businesses front and center with World Cup fans — and convert that visibility into real visits.” —  Bettina Garibaldi, Chief Marketing & Communications Officer, FIFA World Cup 26™ NYNJ Host Committee.

The program is a key part of the Host Committee’s economic development strategy and is designed to distribute the tournament’s projected $3.3 billion regional economic impact beyond the stadium and into neighborhood businesses across New York and New Jersey. 

WHO IS ELIGIBLE 

The program is open to independent, owner‑operated small businesses with a physical location in New York or New Jersey. 

To qualify, your business must: 

• Be in good standing with the state 

• Be customer‑facing 

• Be engaged in the direct sale of goods or services to the general public 

The following business types are not eligible: 

• Franchises and chain restaurants 

• Tobacco retailers 

• Firearms and weapons dealers 

• Gambling establishments 

• Adult entertainment venues 

Eligible businesses span a wide range of industries — including restaurants, cafés, retail, salons and spas, entertainment venues, hotels, galleries, and attractions. 

As emphasized during the webinar, this program is not limited to food and beverage businesses. 

“When you travel, you need things you didn’t expect to need. Don’t assume your business doesn’t qualify.” — Luis O. De La Hoz, SHCCNJ Board Chair 

STEP BY STEP: HOW TO REGISTER 

Registration is free and takes only a few minutes. The application consists of six short questions. 

Step 1: Access the application
Visit the registration link through the NYNJ Host Committee website or via the link shared during the SHCCNJ webinar and on SHCCNJ social media channels.
 

Step 2: Enter your business information
Provide your legal business name and DBA name (if different), using the name your customers recognize.
Enter your physical business address — this is how fans will locate you on the platform map. 

Step 3: Provide contact details
Enter the name, email, and phone number for your primary business contact. This is how the Host Committee will communicate with you. 

Step 4: Select your industry category
Choose the category that best fits your business (food & beverage, retail, entertainment, hotel, gallery/attractions, or “other”). 

Step 5: Indicate your point‑of‑sale system
Identify the payment system you use (such as Square, Clover, Shopify, or other). 

Step 6: Enter your business hours
List your current hours and indicate whether you plan to extend them during the tournament period.
World Cup matches and fan activity will extend well beyond standard business hours. 

Step 7: Submit
After submitting, you will receive confirmation. Applications are reviewed by the Host Committee, and approval notifications will follow. 

“El que piensa pierde. Register now. Don’t wait until May 14.” — Luis O. De La Hoz 

WHAT HAPPENS AFTER YOU REGISTER 

Once approved, your business will receive a welcome package containing official program signage and a QR code to display at your location. 

Fans scan the QR code to access the Welcome World Space, a location‑based, gamified digital experience. Each visit, check‑in, and interaction earns points, encouraging repeat visits throughout the tournament. 

The platform goes live for fans on May 25, 2026, approximately two weeks before the first match, and remains active through July 19, the day of the Final. 

Participating businesses may also offer their own discounts, promotions, or exclusive offers to reward engagement and drive additional foot traffic. 

THIS PROGRAM IS STATEWIDE — NOT STADIUM‑LIMITED 

This program covers all of New York and all of New Jersey. 

National teams will train across the region. Fan zones will operate well beyond stadium‑adjacent areas. Visitors will stay in hotels and short‑term rentals throughout both states. 

IMPORTANT: WHAT YOU CANNOT DO 

The FIFA World Cup is heavily trademark‑protected. 

Participating businesses may not: 

• Use FIFA logos 

• Use the phrases “FIFA World Cup,” “World Cup 2026,” or “Copa Mundial” 

• Use official tournament imagery or player images 

What you can do: 

• Promote your participation in the Welcome World Rewards Program 

• Offer original promotions and discounts 
• Use original artwork or creative expressions that celebrate the tournament spirit without using protected marks 

SHCCNJ has hosted a separate session with trademark attorney Tania Ospina detailing what is permitted and what is not. That recording will be available on the SHCCNJ YouTube channel. 

KEY DATES AT A GLANCE 

• Registration opened: April 1, 2026 

• Registration deadline: May 15, 2026 

• Platform goes live: May 25, 2026 

• First match: June 13, 2026 

• Final: July 19, 2026 — New York New Jersey Stadium 

FINAL THOUGHT 

The Welcome World Rewards Program is free, easy to join, and designed to help small businesses benefit from one of the largest sporting events in the world. 

• Register.
  Display your QR code.
  Consider extending your hours.
  Offer something special — and make sure your business is on the map.