Local merchants prepare as they call for more coordination from the city

The 2026 World Cup is almost here, bringing promises of major economic activity to New York City. In Sunset Park, some business owners are excited about the possibility of additional revenue.

“We have hope that we will be taken into account,” shared Sonia Castillo, owner of Novedades Sonih-Mex, 4216 Fifth Avenue, regarding the potential international visitors coming to Sunset Park. “Especially because we are a very important corridor for New York,” Castillo added.

Canada, Mexico and the United States will host the tournament, with 78 of the tournament’s 104 soccer games being played across the U.S. Eight games will take place at MetLife Stadium in East Rutherford, New Jersey, between June 11 and July 19, 2026.

According to the NY-NJ Host Committee, the tournament promises to generate “$1.7 billion in projected spending within the regional economy by match and non-match attendees and $3.3 billion in projected economic activity through tourism, hospitality, and related sectors.”

Some Sunset Park business owners are hopeful about the economic activity that could come to the neighborhood while also reporting a lack of coordination or support from the City.

Business owners are hopeful

Marcos González, co-owner of the restaurant chain Eva’s x Cinco de Mayo, hopes that after a slow season, the tournament will benefit the restaurant at 407 45th Street.

Brendan Farley, owner of Soccer Tavern, 6004 Eighth Avenue, said he was excited because the “times [of the games] are really going to suit New York businesses.”

For Leonardo Pliego, owner of Leonar 2 Sportshop, a sports apparel shop at 6011 Fifth Avenue, the event has always brought additional revenue to the store.

“Whether the World Cup is here or not, the event brings foot traffic,” shared Pliego, who has owned the store since his father retired three years ago. “It’s enormous, enormous,” he added.

Whether tourists or the expected economic boom arrive in Sunset Park or not, business owners will try to capitalize on the buzz generated by the renowned soccer tournament, using their ingenuity to attract local and visiting customers.

“Right now we’re working a lot on social media and promoting the store so people know we’re here,” added the Sunset Park resident.

This highlights a reality several business owners have reported: the City has not coordinated with local businesses on how to capitalize on the economic activity promised by marketing campaigns.

“I think the authorities should put in a little more effort,” said Sonia Castillo, “because here in the neighborhood, honestly, we haven’t heard much related to the World Cup.”

World Cup challenges

David Estrada, executive director of the Sunset Park Business Improvement District, believes that much of the projected investment in the City may primarily benefit businesses in Manhattan.

“My feeling is that the conversations about the World Cup have left neighborhoods like Sunset Park behind,” he added. Estrada said he wished he had seen grants for local soccer leagues and community groups to support their planning efforts.

That is what the New York State Community World Cup Grant Program has attempted to do, awarding more than $371,000 to 12 grantees outside New York City as of April 6. The Association for a Better New York has also supported 30 community-based grantees in New York City, although none are located in Sunset Park.

The City and other organizations have created digital tools such as the World Cup 2026 Business Toolkit and the Live NYC Map, which function as digital bulletin boards. It is up to business owners across the city to plan events and submit them to the different portals.

Yet business owners interviewed by the Sunset Post seemed unaware of these programs and reported that the City had not contacted them.

The BID executive director said, “It seems as if the communication I’m just now seeing and the stuff I stumble across in the press is too little, too late.”

NYC Council Speaker Julie Menin introduced a package of legislation on April 16, 2026, to boost small businesses, expand bathroom access and prepare for the tourism boom. In a press release, the Speaker declared:

“This package ensures that the benefits don’t stay in just a few neighborhoods, but instead reach small businesses and communities across all five boroughs.”

The package was approved by the City Council in mid-May and advanced toward the mayor’s desk. The World Cup begins on June 11, 2026.

District 38 Councilmember Alexa Avilés, who represents Sunset Park in the City Council, acknowledged the logistical and communication challenges.

“The administration is overwhelmed with a citywide event,” Avilés said. “It’s not only FIFA, it’s also the country’s 250th anniversary,” and other events.

Regardless of whether direct support arrives, business owners are preparing for the World Cup and any potential economic benefits.

“If at some point they contact me, we’re prepared to do something,” shared Pliego. “I’m already preparing now because it starts on June 11,” he added.