With the 2026 FIFA World Cup approaching, business leaders in New Jersey are urging Governor-Elect Mikie Sherrill to ensure that small businesses across the state benefit from the economic opportunities the event is expected to bring. The tournament, which will take place in about five months, is projected to generate over $4 billion for the New York–New Jersey region.
In a letter addressed to Governor-Elect Sherrill, Gus Penaranda, CEO and President of Evolvere Consulting Inc., highlighted concerns stemming from past experiences when major sporting events came to New Jersey. He referenced the Super Bowl as an example where “only one diverse small business received a $10,000 contract, while hundreds of millions of dollars went to global corporations already positioned to profit.” Penaranda explained that this outcome has influenced efforts over the last three years to better prepare local businesses for large-scale events.
A coalition of chambers and business organizations has been working with small businesses throughout New Jersey. According to Penaranda, “We fully understand that global partners have paid millions to participate in this tournament, expecting — and receiving — extraordinary returns on their investments. Small businesses deserve a fair opportunity to participate as well.”
Penaranda called on Sherrill’s administration to create a 2026 Small Business Commission as part of the World Cup Transition Team. He stated: “This commission should begin work immediately to address what must be done in the coming weeks to prepare the nearly 850,000 businesses that call New Jersey home, pay taxes here, and help fund the infrastructure the world will soon enjoy.”
He also noted that their organizations have supported more than 10,000 businesses over three years and could reach an additional 15,000 within two months if given state support.
While acknowledging collaboration with the NY–NJ World Cup Host Committee on various initiatives such as events and information sessions, Penaranda pointed out that “the Host Committee’s mandate rightly focuses on four pillars: stadium operations, the FIFA Fan Festival, security, and transportation.” He added that visible construction projects around key sites demonstrate preparation but do not address outreach or support for small businesses statewide.
Penaranda emphasized: “That responsibility has fallen to New Jersey’s chambers of commerce. We have proven that chambers are the most effective, trusted, and efficient vehicles for reaching small businesses and delivering actionable information. With state partnership, this effort can scale quickly and equitably.”
Looking ahead at potential outcomes from hosting such a significant event he said: “On July 20, 2026, when corporations toast millions and billions in profits, New Jersey small businesses should have the opportunity to celebrate meaningful gains of their own. That outcome will not happen by chance—it will only happen with leadership.”
He concluded his appeal by asking Governor-Elect Sherrill: “Create the 2026 Small Business Commission and ensure this once-in-a-generation opportunity benefits all who call our state home.”
