Mayor Zohran Kwame Mamdani, the FIFA World Cup 2026™ New York New Jersey (NYNJ) Host Committee and NYC Tourism + Conventions today announced new initiatives to support New York City small businesses and encourage New Yorkers and visitors alike to explore neighborhoods across all five boroughs during the World Cup.
The City's "Five Borough Winners Special" program will offer $26 drink and meal specials at participating bars, restaurants and food establishments across the city, giving New Yorkers and visitors reliably priced dining options throughout the tournament. Nearly 600 businesses across all five boroughs have already signed up to participate in the program, and Mayor Mamdani encouraged any food establishment interested in joining to enroll at nyctourism.com/wc26toolkit.
Mayor Mamdani also highlighted the NYNJ Host Committee's "Welcome World Rewards" program, which will allow people to check in at participating small businesses, earn points and become eligible for prizes, including exclusive merchandise, fan experiences and the opportunity to attend the World Cup Final on July 19 at MetLife Stadium.
Businesses participating in the Five Borough Winners Special will also be featured on the Welcome World Rewards platform, allowing customers to earn points while supporting participating businesses.
Together with the City's recently announced 'NYC Neighborhood Passport,' events calendar, digital map and borough-wide fan programming, the initiatives are part of the City's broader effort to bring visitors and longtime New Yorkers into neighborhoods across the five boroughs during the tournament.
"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," said Mayor Mamdani. "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."
"As New York City prepares to welcome visitors from around the globe for the World Cup, we want fans to explore and experience as much of our great city as possible," said Julie Coker, President and CEO of New York City Tourism + Conventions. "From special promotions and discounts to giveaways and beyond, there are countless ways for business owners to get involved in the festivities and show off their World Cup spirit."
"The World Cup is an opportunity to bring real economic impact directly into neighborhoods across the region," said Alex Lasry, CEO of the FIFA World Cup 2026™ NYNJ Host Committee. "What's exciting about these programs is that fans can experience them together - grabbing a $26 meal or drink special through the Five Borough Winner Special while also earning points and unlocking rewards through Welcome World. It creates a fun, accessible way for residents and visitors alike to explore local businesses, discover new neighborhoods, and be part of the energy of the tournament."
Five Borough Winners Special Program
The Five Borough Winners Special - New York City's official citywide dining program for the World Cup - will offer consistently priced food and drink options at participating restaurants, bars and food establishments throughout the tournament.
Businesses may participate in the program in three ways.
- $26 Offer: Participating establishments may offer any food or beverage special for $26, including prix-fixe menus, beverage-and-bite pairings, drink specials or other promotions. The deadline to register is July 1, 2026, and the program will run throughout the tournament from June 11 through July 19.
- Limited-Edition Cup Giveaway: Participating establishments may offer a limited-edition commemorative cup with the purchase of a food or beverage item. Featuring a different design for each borough, the 24-ounce reusable cups are dishwasher safe and intended for cold beverages only. Diners will be encouraged to collect all five cups and share their experiences on social media. Businesses that register before June 11, 2026, will receive two free cases of cups - 96 cups total - before July 4 while supplies last.
- Both $26 Offer & Cup Giveaway: Participating establishments may combine both the $26 special and the cup giveaway.
- Welcome World Rewards: Participating establishments may also be featured on the Welcome World Rewards digital platform to increase visibility, attract new customers and connect with fans throughout the tournament.
