The New Jersey Statewide Hispanic Chamber of Commerce (NJSHCC) has announced a partnership with American Dream to launch “La Plaza de Fútbol,” a 39-day small business marketplace and cultural event. The initiative will run from June 11 to July 19, coinciding with the FIFA World Cup hosted in the region.
Up to 1,000 small businesses from New Jersey are expected to participate, presenting their products and services to visitors from across the country and internationally. Organizers anticipate hundreds of thousands of attendees during the program.
Adam Petrick, chief marketing officer of American Dream, said: “La Plaza de Fútbol represents the next step in our mission to connect global visitors with the richness of New Jersey’s business community. Over the course of 39 days, visitors will have the opportunity to experience the culture, creativity, and entrepreneurial spirit that defines our state. This is about more than commerce — it’s about community.”
Planning for La Plaza de Fútbol began two months ago and has now moved into its final logistical phase. The Modesto Educational Foundation will join as a financial partner alongside NJSHCC and American Dream. Details on how vendors can apply are expected in early April 2026.
Carlos Medina, president & CEO of NJSHCC, stated: “Hispanic-owned businesses are one of the fastest-growing segments of New Jersey’s economy. This initiative creates unprecedented visibility and opportunity — not only for Hispanic entrepreneurs, but for small businesses across the entire state. It sends a clear message that when collaboration and partnership come together, extraordinary opportunities follow.”
The NJSHCC plans to collaborate with other chambers and organizations to ensure broad representation within La Plaza de Fútbol.
Gus Penaranda, president & CEO of Unity Chamber of Commerce—New Jersey’s only LGBTQ+ chamber—added: “As a state that legally recognizes LGBTQ+-owned businesses, New Jersey is uniquely positioned to showcase inclusive economic leadership. La Plaza de Fútbol will provide visibility, access, and growth opportunities for thousands of small businesses — opening doors that can create lasting impact well beyond this summer.”
New Jersey hosts around 50,000 LGBTQ+-owned businesses as well as tens of thousands owned by Hispanic entrepreneurs; these groups contribute significantly to the state’s economy each year.
Alongside business activities, La Plaza de Fútbol will offer cultural programming such as artist showcases, culinary events, and exhibitions celebrating local diversity. Additional partners and programming details will be released in upcoming months.
“This is a defining moment for New Jersey’s small business community,” Petrick added. “La Plaza de Fútbol is an invitation to the world — to experience who we are, what we build, and what we represent as a state.”
