NJEDA approves $20M for 2026 World Cup events in NJ

The basics:

• NJEDA board approves $20M for World Cup 2026 through NY/NJ Host Committee
• $5M dedicated to statewide fan engagement events including festivals, watch parties
• Funding supports local nonprofits, chambers, tourism groups, small businesses
• Initiative aims to boost economic impact, showcase New Jersey to global visitors

The New Jersey Economic Development Authority board approved $20 million to support planning and operations tied to the FIFA World Cup 2026 through the New York New Jersey Host Committee, as the region prepares for the world’s biggest sporting event.

Announced March 16, the funding comes via a supplemental appropriation signed into law in January that allocated the funding to NJEDA to help the Host Committee promote tourism and drive economic development across the state in connection with the tournament.

Of that total, $5 million will support a statewide fan engagement initiative recently announced by Gov. Mikie Sherrill, as NJBIZ reported. That program aims to bring World Cup-related events to communities across New Jersey during the tournament, including fan zones, watch parties, festivals and street fairs.

To carry out the effort, the Host Committee will contract with a New Jersey-based 501(c)(3) nonprofit experienced in marketing and event production.

That organization will work with local event producers, chambers of commerce, tourism groups and municipalities, while also distributing sub-grants to community organizations and small businesses to help support local events and promotional activities statewide.

World Cup roadshow

“As we prepare to host visitors from around the world this summer, we are committed to ensuring New Jersey residents and small businesses from across the state can join in on the festivities and benefit from the economic impacts of the tournament,” said Sherrill. “Whether you are in North, Central, or South Jersey, we are bringing the 2026 FIFA World Cup to you.”

NJEDA Chief Executive Officer Evan Weiss said he appreciates Sherrill’s “visionary leadership” to help ensure that the state does this right and that the communities and small businesses can benefit directly the economic impacts of the World Cup.

“All eyes will be on New Jersey during the 2026 World Cup, giving us an opportunity to showcase all that makes our state great,” said Weiss. “The NJEDA will work alongside the Host Committee and our partners across New Jersey to make sure the World Cup has a lasting transformation on the entire state.”

“Whether you are in North, Central, or South Jersey, we are bringing the 2026 FIFA World Cup to you.”
— Gov. Mikie Sherrill

Alex Lasry, CEO of the NYNJ Host Committee, thanked Sherrill for her leadership and NJEDA for its partnership in “helping to deliver a once-in-a-generation World Cup that only New Jersey can offer.”

“Fan experience sits at the heart of the Host Committee’s mission, and this initiative will help drive economic impact while showcasing an authentic New Jersey experience to visitors from around the world,” said Lasry. “As we prepare to welcome millions of people to New Jersey, this initiative will help support and expand local events and celebrations, providing even more affordable and accessible ways for fans and communities to participate in the World Cup experience.”