The Queens Chamber of Commerce has launched a new business toolkit for the World Cup, allowing small businesses across the borough to access customizable marketing materials to help promote events during the upcoming tournament.
The toolkit, launched in partnership with non-profit the Association for a Better New York (ABNY), was launched outside Astoria Irish bar Murphy’s at 45-01 23rd Ave. Wednesday morning, eight days before the start of the World Cup.
The “Celebrate Soccer in 2026” toolkit allows any small business across Queens to easily customize posters to market events at their establishment, including the ability to add national flags to promote certain games at the tournament and the ability to add its own logo. All templates can be printed on standard home printers and, more importantly, are optimized to work on social media.
Examples of toolkit templates. Photo by Shane O’Brien
Tom Grech, president and CEO of the Queens Chamber of Commerce, said the upcoming World Cup presents a huge opportunity for local small businesses, with one million visitors forecasted to visit New York City before the final on July 19.
With many visiting fans unable to secure tickets for the eight games at MetLife Stadium, Grech hopes that ticketless fans will visit small businesses in Queens and experience an authentic local atmosphere.
“People are nervous about sky-high ticket prices… but I would love people to visit our borough and come to our bars and restaurants,” Grech said.
He added that the toolkit gives bars and restaurants an opportunity to take advantage of the influx of arriving fans.
“When Colombia plays a World Cup game, for example, we want the Colombian bars and restaurants in Queens to get excited, to get activated,” Grech added.
Grech also believes that the toolkit is a way for businesses to take advantage without running afoul of FIFA’s copyright laws.
“I don’t want to have anyone calling me and say, ‘I got jammed up by the trademark police.’”
Queens Chamber of Commerce President and CEO Tom Grech. Photo by Shane O’Brien
Delia Awusi, the city’s mom and pop czar, described the toolkit as an “amazing” opportunity for local businesses to promote themselves for the World Cup.
Mom and Pop Czar Delia Awusi. Photo by Shane O’Brien
Meanwhile, Rory Murphy, owner of Murphy’s Pub, said the World Cup represents a huge opportunity for local small businesses over the next six weeks.
“Having the World Cup in your backyard is great, but running a sports bar makes it even more special,” Murphy said.
But while the World Cup will be taking center stage at Murphy’s between June 11 and July 19, it will be taking a back seat on June 13 and 16, when it could potentially clash with Game 5 and 6 of the NBA Finals.
“We’re all excited about the World Cup, but the Knicks has to be number one,” Murphy said. “We’re extremely lucky to be having two giant sporting events taking place at the same time.”
Murphy forecasted that many World Cup visitors will find accommodation in the outer boroughs due to hotel prices in Manhattan, and expressed hope that fans of all nations will travel to his bar for the tournament.
“We can’t wait to welcome the world to come here,” Murphy said.
Former Council Member Francisco Moya, on the other hand, said the eyes of the world will be on New York throughout the World Cup, adding that the tournament presents Queens with a chance to showcase the best it has to offer.
“Through this program, through this initiative and promoting our small businesses and restaurants, this is what’s going to make a difference,” Moya said. “This is a great opportunity for us to really showcase what we have here in Queens and really bring out the spirit of the people in the community.”
Former Council Member Francisco Moya. Photo by Shane O’Brien
The customizable toolkits are available for free to all small businesses in Queens and can be found here.