Small Businesses Opportunities during the World Cup
Apr 29, 2026 | By SoHo Broadway Initiative
SoHo Broadway Partner: Get ready to celebrate the 2026 World Cup in partnership with NYC Tourism + Conventions
NYC Tourism + Conventions, in collaboration with City Hall, is preparing to celebrate the World Cup in NYC — a global moment for our city.
NYC Tourism + Conventions is welcoming registration for several World Cup initiatives: the Five Borough Winners Special, our Offers + Events Calendar and a business toolkit. Read more about these initiatives and how your business can participate.
World Cup 2026 – Business Tool Kit
Open to businesses across all five boroughs, Where the World Comes to Play is an invitation to experience everything the City has to offer during this summer’s World Cup. This tool kit will provide all the ways your business can participate in this citywide campaign and engage fans throughout the tournament, June 11–July 19.
Access the Toolkit: https://www.nyctourism.com/worldcup26/business-toolkit
Five Borough Winners Special
Celebrate the World Cup with $26 Offers + Limited-Edition Cups Across NYC June 11–July 19, 2026
When the world comes to play, it comes hungry. The Five Borough Winners Special is NYC’s official citywide dining program for the World Cup—bringing together restaurants, bars and food businesses across all five boroughs to showcase the flavors that define New York City.
If you run a food- or drink-related business in New York City, we encourage you to participate in a citywide initiative.
Offer Options:
- $26 Offer: Participating establishments will offer anything they choose for $26. This could be a prix-fixe menu, a beverage & bite pairing, drink special, etc.
- Limited-Edition Cup Giveaway: Participating establishments can also offer a limited-edition cup (one per borough) with the purchase of a food and/or beverage item. Cups are 24 oz, dishwasher safe and intended for cold beverages only.
- Both $26 Offer & Cup Giveaway: Participating establishments may offer the cup with their $26 promotion.
- Diners will be encouraged to collect all five cups and share their experience on social media, and select content may be amplified across NYC Tourism’s channels and to our global audience. See the designs here.
Offers + Events Calendar Submission June 11–July 19, 2026
Submit your World Cup–inspired offers and events and be featured on NYCTourism.com as millions of fans explore the five boroughs.
Submission Categories:
- Events: Time-bound happenings like watch parties, programming tied to teams, game-day experiences, performances, tastings or special programming
- Offers: Limited-time promotions such as discounts, prix-fixe menus or themed specials such as 26% off in celebration of 2026 are encouraged
Requirements:
- Your business and/or event location must be located in New York City (Bronx, Brooklyn, Manhattan, Queens or Staten Island).
- All offers and events must be available in person June 11–July 19.
- Offerings and events should clearly list start and end dates, as well as any key times (such as match screenings or event schedules).
- Events and promotions should be clearly defined and easy to access or redeem.
- Submissions must include all relevant details including timing, reservations, capacity and/or restrictions.
