The World Is Coming to New York: How REALTORS® Can Leverage the 2026 FIFA World Cup
The countdown is officially underway for the 2026 FIFA World Cup, and the New York/New Jersey region is preparing for one of the largest global sporting events in history.
With eight matches scheduled for MetLife Stadium — including the World Cup Final — the tournament is expected to generate an estimated $3.3 billion in economic activity and attract more than 1.2 million visitors to the region. Hotels, restaurants, transportation providers, retailers, entertainment venues, and local neighborhoods are all expected to feel the impact.
But beyond tourism and hospitality, the World Cup also presents a unique opportunity for the real estate industry.
For members of HGAR, the global spotlight on New York offers a chance to showcase communities, strengthen international relationships, promote investment opportunities, and position local neighborhoods as places to live, work, and invest long after the tournament ends.
A Global Audience Discovering Local Communities
While matches will take place in New Jersey, visitors are expected to stay throughout New York City and surrounding suburbs, including Westchester, the Bronx, and the Hudson Valley.
Communities across the region are already preparing. Bronx leaders recently launched a “Bronx World Cup Business Hub” designed to promote local businesses, attractions, restaurants, and visitor experiences ahead of the tournament.
The effort reflects a broader realization: The World Cup is not just about soccer — it is about global visibility.
For REALTORS®, this creates opportunities to:
- Highlight neighborhoods and lifestyle amenities
- Promote walkability, transportation access, and downtown districts
- Showcase local restaurants, parks, schools, and cultural attractions
- Position communities as welcoming international destinations
- Build relationships with international buyers and investors
HGAR’s Global Business Council and annual Global Summit already provide a strong foundation for this kind of international engagement. The World Cup offers a natural opportunity to expand those conversations and further position the region within the global real estate marketplace.
Opportunities for Homeowners and Sellers
Homeowners may also benefit from increased attention to the region.
International events often spark heightened interest in host markets, particularly among investors and buyers already familiar with New York through tourism, business, or family connections.
Sellers can use this moment to emphasize:
- proximity to transit and major event venues
- outdoor entertainment and downtown amenities
- cultural diversity and international appeal
- commuter accessibility to Manhattan and New Jersey
Even homeowners not planning to sell can benefit by showcasing their communities online through social media, neighborhood groups, and local events tied to the World Cup atmosphere.
What Landlords and Property Owners Should Know
The tournament is also generating discussion around short-term rentals and temporary housing demand.
While New Jersey may see expanded short-term rental activity during the event, New York City continues to maintain strict regulations on Airbnb-style rentals.
Property owners should be careful to understand local laws, municipal regulations, insurance requirements, and tenant protections before attempting any short-term rental activity connected to the World Cup.
At the same time, multifamily owners, mixed-use properties, and hospitality-adjacent businesses may see increased demand from visitors, vendors, media organizations, and event-related personnel traveling to the region.
A Long-Term Economic Opportunity
Beyond the tournament itself, many leaders view the World Cup as a long-term branding opportunity for the region.
Economic impact studies commissioned by the NY/NJ Host Committee project:
- more than 26,000 jobs supported
- $1.7 billion in visitor spending
- nearly $432 million in state and local tax revenue tied to the event
The tournament is also expected to drive improvements in tourism marketing, transportation coordination, small business promotion, and international visibility across the region.
Community leaders throughout New York and New Jersey are already organizing fan festivals, neighborhood activations, and cultural programming intended to spread economic activity beyond the stadium itself.
For REALTORS®, the World Cup represents more than a sporting event. It is an opportunity to showcase the strength, diversity, and global appeal of the communities we serve.
As the world turns its attention to New York in 2026, local real estate professionals have a unique chance to help tell the story of why people from around the globe continue to want to live, invest, and build their future here.
