East Rutherford, NJ — March 3, 2026 — The New Jersey Statewide Hispanic Chamber of Commerce (NJSHCC) announced a partnership today with American Dream to develop La Plaza de Fútbol, a 39-day small business marketplace and cultural activation taking place this summer at American Dream.

Taking place from June 11th to July 19th, as the wider region hosts the FIFA World Cup, “La Plaza de Fútbol” will provide up to 1,000 New Jersey small businesses the opportunity to showcase their products and services to tens of thousands of visitors from across the country and around the world – and hundreds of thousands of visitors over the course of the program.

The initiative reflects American Dream’s commitment to serving not only as a global destination, but as a platform for local economic opportunity and entrepreneurship.

“La Plaza de Fútbol represents the next step in our mission to connect global visitors with the richness of New Jersey’s business community,” said Adam Petrick, Chief Marketing Officer of American Dream. “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.”

Additionally, New Jersey Sports and Exposition Authority (NJSEA) is excited to collaborate with both NJSHCC and American Dream on La Plaza de Fútbol.

The concept, developed over the past two months, has completed its initial planning phase — including concept design, partner alignment, and feasibility review — and now moves into final logistical planning and vendor coordination. Additionally, the Modesto Educational Foundation will partner with the Hispanic Chamber and American Dream as a financial partner in the operation of the Small Business Marketplace. Full activation details and vendor application processes are expected to be announced in early April 2026.

Empowering Small Businesses Across New Jersey

La Plaza de Fútbol is designed to be inclusive, bringing together a broad spectrum of New Jersey’s diverse business community.

“Hispanic-owned businesses are one of the fastest-growing segments of New Jersey’s economy,” said Carlos Medina, President & CEO of the New Jersey Statewide Hispanic Chamber of Commerce. “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 will work closely with other chambers and business organizations to ensure that La Plaza de Fútbol reflects the full diversity of New Jersey’s entrepreneurial ecosystem.

Expanding Opportunity Through Unity

The initiative also includes collaboration with the Unity Chamber of Commerce, New Jersey’s only LGBTQ+ Chamber of Commerce.

“As a state that legally recognizes LGBTQ+-owned businesses, New Jersey is uniquely positioned to showcase inclusive economic leadership,” said Gus Penaranda, President & CEO of the Unity Chamber of Commerce. “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 is home to approximately 50,000 LGBTQ+-owned businesses and tens of thousands of Hispanic-owned businesses, contributing billions of dollars annually to the state’s economy.

A Celebration of Culture and Community

In addition to the small business marketplace, La Plaza de Fútbol will feature complementary cultural programming, including artist showcases, culinary experiences, and community exhibitions that celebrate the diversity of New Jersey.

Major partners and additional programming details will be announced in the coming 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.”

A press gathering will be held at American Dream on the 3rd floor adjacent to Jarana Restaurant, to provide additional comments on Tuesday, March 3rd at noon.

Journalists are invited to park in American Dream, Parking Deck A. Complimentary parking passes will be provided.