New York City is launching a series of initiatives to help New Yorkers and visitors support small businesses and explore neighborhoods in every borough during the FIFA World Cup. Mayor Zohran Mamdani announced on Friday a new $26 dining special at participating restaurants and bars throughout the six-week tournament. According to the city, nearly 600 businesses have signed up to partake in the program, which will run from June 11 through July 19.
The “Five Boroughs Winners Special” will offer fixed $26 food and drink options at participating businesses. Establishments in the program may offer any food or drink specials at that price, including prix-fixe menus, beverage-and-bite pairings, drink specials, or other promotions.
“In New York City, you do not need an expensive ticket to be part of the World Cup. Our small businesses have some of the best seats in the house,” Mamdani said. “The Five Borough Winners Special will help working New Yorkers and visitors find a reliably priced place to eat and drink while driving more business into neighborhoods across our city.”
“Whether you are watching the match from a restaurant in Jackson Heights, a bar in the Bronx or a cafe in Central Brooklyn, the World Cup should be something every New Yorker can take part in,” he added.
The deadline for businesses to sign up for the program is July 1.
Businesses may also sell limited-edition commemorative cups with the purchase of food or a beverage. The 24-ounce reusable cups will feature a different design for each borough. Restaurants that register before June 11 will receive two free cases of cups, 96 total, by July 4, while supplies last. The $26 special and cup giveaway may be offered together or separately.
Mamdani also highlighted the FIFA World Cup NYNJ Host Committee’s “Welcome World Rewards” program, which encourages fans to explore neighborhoods and support local businesses before and during the tournament.
Fans can check in at participating businesses, earn points, and unlock games, experiences, and rewards. Those who accumulate enough points will be eligible for exclusive merchandise and the chance to attend the final on July 19.
Both of the programs are part of the city’s broader effort to build hype around the World Cup. The tournament, hosted at New Jersey’s MetLife Stadium, includes five group-stage matches on June 13, 16, 22, 26, and 27, a round of 32 match on June 30, a round of 16 match on July 5, and the final on July 19, as 6sqft previously reported.
Earlier this month, the city launched a “neighborhood passport” to help New Yorkers and visitors discover affordable ways to experience the World Cup. Participants will be able to collect stamps from hundreds of community organizations and public events, while exploring immigrant neighborhoods, cultural institutions, and small businesses across the five boroughs.
NYC Tourism + Conventions will also launch a new calendar and interactive digital map to help users find low-cost events, promotions, and activities during the tournament.
Last week, the mayor announced the city had secured 1,000 World Cup tickets, to be available via lottery to New Yorkers for $50 each. The lottery, which opened on Monday and will open daily at 10 a.m. until May 30, will accept 50,000 entries daily.
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