New Jersey’s World Cup Boost: Small Shops Get a Global Spotlight

Governor Mikie Sherrill is pushing hard to make sure New Jersey shines during the 2026 FIFA World Cup. At a press gathering in Hackensack on May 26, she revealed the Welcome World Rewards Program. This new effort is part of a partnership with the New York‑New Jersey Host Committee and aims to bring tourists into small downtowns across northern New Jersey. The goal is simple: let fans of the tournament shop, eat, and explore local businesses while they cheer on their favorite teams. The program works through a digital app that rewards visitors with points whenever they check in at participating spots or attend state‑sponsored events. Those points can be exchanged for prizes such as World Cup gear, special fan experiences, and even tickets to the matches. The initiative kicks off on June 1, a couple of weeks before the first game at MetLife Stadium. In addition to rewards, fans can play games and interact with fun activities tied to each check‑in.To earn points, visitors must visit businesses in all 21 counties that have joined the program. Currently more than 500 local shops are on board, and they can offer special deals to attract even more customers. The plan is that the extra foot traffic will boost sales and give New Jersey’s small‑business community a worldwide audience. While the World Cup is a global spectacle, Sherrill emphasizes that the event should also benefit New Jersey residents. She says showing off the state’s charm to millions of fans will create excitement and opportunities for local entrepreneurs. The Welcome World Rewards Program is her way of turning the tournament into a win‑win for both soccer fans and everyday New Jersey businesses.