Gus Penaranda

In less than a year, billions of people across the globe will be watching the 2026 FIFA World Cup—the largest event ever held on the planet. With New York and New Jersey hosting eight matches, including the final at MetLife Stadium, the region is anticipating $3–4 billion in economic impact.

But as the countdown continues, many are asking:
Who actually benefits from this once-in-a-generation opportunity?

New Jersey is home to nearly one million small businesses, including an estimated 50,000 LGBTQ+-owned enterprises. Yet so far, there's been little to no public communication from the NYNJ Host Committee about how these local businesses—especially LGBTQ+ vendors—can be part of the experience.

The Fan Fest at Liberty State Park: A Missed Opportunity?

With MetLife Stadium being an expensive and politically complicated venue to access, the Fan Fest at Liberty State Park stands out as the most accessible opportunity for small businesses. Fan Fests are massive public events that celebrate the culture of the World Cup—music, food, games, merchandise, and local flavor. They are often compared to a state fair or cultural expo, drawing tens of thousands of fans every day.

Located in Jersey City, one of the most diverse cities in America, this event should reflect the vibrancy of New Jersey’s business community, especially LGBTQ+-owned businesses, restaurants, and artisans.

What We Know (and Don’t Know)

When the Host Committee announcedthat Live Nation would produce the Fan Fest during their “One-Year Out” event at Liberty State Park on June 11—notably, during Pride Month—many expected a celebration of diversity and inclusion. But surprisingly, the announcement lacked any mention of:

• Local vendor opportunities
• LGBTQ+ business inclusion
• Public application or selection process

This silence raises a serious concern:
Will LGBTQ+ and other underrepresented businesses be left out—again?

What Live Nation Has Done Before

To be fair, Live Nation has a strong record of working with independent and diverse vendors across the country. Past events have included:

• Food truck collaborations with local restaurants and entrepreneurs
• Vendor partnerships with small businesses like Sawyer’s Ice Cream
• Working with major foodservice providers (e.g., Aramark, Wolfgang Puck Catering)
• Uber Eats integrations to support local food pickup at their venues

So the capability and precedent are there. The question is whether this commitment will be extended to the most high-profile event in the world.

There’s Still Time to Get This Right

Neither FIFA—which operates under a No Discrimination initiative—nor Live Nationhas expressed opposition to working with LGBTQ+ businesses. In fact, both have reputations for advancing inclusion. But words aren’t enough—a transparent vendor process is overdue.

New Jersey led the nation by passing S1313, making it the first state to legally recognize LGBTQ+ businesses. Now, the world is coming here—and we need to live up to that leadership.

We urge the Host Committee and Live Nation to:

✅ Announce a clear, public vendor application process
✅ Prioritize opportunities for local, diverse, and LGBTQ+-owned businesses
✅ Commit to equity, transparency, and community engagement

Let’s not turn the World Cup into another example of missed opportunity.
Let’s make it a showcase for what New Jersey does best—diversity, innovation, and inclusion.