Let’s make the World Cup a game-changer for minority entrepreneurs in New Jersey

Last summer, New Jersey shined as host of the Copa América games, showcasing our diversity, resilience and love for the beautiful sport. Now, as we prepare to host the 2025 FIFA Club World Cup and 2026 FIFA World Cup, we have a unique opportunity to support minority businesses that form the backbone of our local economy.

The 2026 FIFA World Cup is not just a sporting event coming to North America, it is also a platform for economic and cultural growth that all minority businesses can benefit from. By thinking outside the box and embracing our diversity, we can create lasting opportunities that extend beyond the games themselves.

Let’s ensure the momentum of these events strengthens every community – not just those in the stadium. Together we can transform the playing field into a stage for opportunity, justice and progress.

Many minority-owned businesses may not qualify as official FIFA sellers, but that doesn’t mean they should miss out on the economic boost these events bring. Creativity and strategic partnerships are key to ensuring everyone benefits from this historic opportunity.

Here are five proven and creative strategies for engagement:

• 1. Community Hubs: Transform local neighborhoods into cultural and event hotspots.

Example: Create “fan zones” featuring Latin, African and Asian cuisine, cultural events and craft markets near event venues or along transportation hubs.

Action: Work with local chambers of commerce to create vendor pop-ups that align with game plans.

• 2. Tourism packages: Partner with minority-owned travel and hospitality businesses.

Example: Offer curated experience packages such as food tours or community-led walking tours for visitors.

Action: Promote these packages via social media campaigns linked to tournament hashtags.

• 3. Collaborative Marketing: Take advantage of partnerships with larger companies or city-wide initiatives.

Example: Connect minority businesses with sponsors or larger organizations that host pre-game events, watch parties or CSR initiatives.

Action: Create co-branded campaigns that highlight diverse, local businesses.

• 4. Digital Engagement: Use targeted campaigns to attract event attendees to minority businesses.

Example: Develop an interactive mobile app or digital map that highlights minority-owned stores, restaurants, and services near stadiums.

Action: Incentivize app users with exclusive offers or loyalty points that can be redeemed at participating businesses.

• 5. Intercultural celebrations: Expand beyond the games themselves.

Example: Organize multicultural festivals, music evenings or charity football games to involve locals and visitors on non-tournament days.

Action: Work with ethnic media and influencers to amplify these events.

The World Cup goes beyond sport. It creates jobs, strengthens local businesses and attracts global investment. For minority business owners in New Jersey, the World Cup is an opportunity to capitalize on tourism, hospitality and cultural events related to these monumental Games.

As New Jersey hosts key 2026 FIFA World Cup matches, including the final, we have a unique opportunity to transform local businesses and communities.

Let’s make this a game-changer for minority business owners in New Jersey.

Luis De La Hoz is chairman of the statewide Hispanic Chamber of Commerce and regional director of community lending at Valley Bank.