Vendor Information
&
Application
VENDOR REQUIREMENTS
Two (2) main steps are immediately required to complete the vendor application process:
(1) fill out application, upload required documents*, sign and submit the Vendor Application & Agreement, and pay the $25.00 fee (see application form below), and
(2) register on the Juegos Business Platform.
Vendors accepted to exhibit at La Plaza de Fútbol will receive an email confirmation, and will have 7 days to submit payment in full.
The acceptance email will confirm the vendor’s selected booth choices (single or double), and their selected day(s) – maximum of 3 consecutive or non-consecutive days.
*Required documents: NJ Business Registration (or that of another state) and a Certificate of Insurance.
Frequently Asked Questions (FAQ)
Application Questions
La Plaza de Fútbol is a 39-day activation at American Dream during the FIFA World Cup 2026 games. As part of ‘Dream Fest’ it is the nation’s largest fandom event supporting small-business engagement during this world event.
No. This opportunity is available to many types of local retailers, as well as non-profits, educational entities, and service providers.
Go to the https://plaza.futbol website page, Vendor Information & Application, and follow the two (2) main steps indicated:
(1) fill out the application, upload required documents, sign the Agreement and pay the $25.00 application fee, and then
(2) immediately click the Juegos Business Platform link to register your business. You can also go directly to the Juegos Business website to register at Juegos Business Platform
Friday, April 16, 2026
- It will close as soon as all booth spots are secured
- There will be a running waitlist for anyone who was approved but not accommodated
These two (2) actions must be completed to be considered for acceptance.
- The Vendor Application & Agreement is to be filled-out online. It is accessible at https://plaza.futbol
- An additional requirement is to register on the Juegos Business Platform.
This second step is mandatory because this will auto-check that your IRS-registered Business Name reconciles with your Tax ID/FEIN. When you fill out the application, be sure to enter your correct IRS-registered Business Name along with accurate Tax ID/FEIN number.
Businesses must:
- Be registered and in good standing with the State of New Jersey (applicants must upload their NJ Business Registration Certificate in the on-line Vendor Application & Agreement)
- Receive final approval from American Dream
- Insurance requirements are listed in the Vendor Application & Agreement and must be directly uploaded for submittal with the application.
- Have a minimum of two (2) staff members per booth for the entire exhibiting time (12 hours)
- Attend two (2) mandatory meetings (one in-person which includes walk-thru, and one virtual for technical onboarding of Juegos Business Platform)
Eligible business categories:
- Retail
- Services
- Destinations
- Municipal/Educational
••Food & Beverage (additional requirements apply; all food & beverage vendors must be approved by American Dream)
Exclusive Member Benefits
- NJSBGC Members: Free 1-year access to Juegos Business Platform (promo codes to be shared via your respective NJSBGC chamber)
- Non-Members: 50% discount on 1-year subscription for being a NJ small business vendor
Vendor Opportunities
- La Plaza de Fútbol at American Dream is a 39-day event with daily vendor booth exhibit/sales opportunities
- 32 vendor booths/tables available per day (single and double booth configurations options)
- 1,170 total booth spaces available
Businesses may reserve:
- Three (3) consecutive day maximum, or a three (3) non-consecutive day maximum.
- Vendors can choose 1-3 days to secure a booth
Booth includes:
- Single: 6-ft table + 2 chairs
- Double: 2 tables + 4 chairs
Pricing Structure:
Non-Match Days
- Single Booth: $350 per day
- Double Booth: $750 per day
Match Days (8)
- Single Booth: $800 per day
- Double Booth: $1,600 per day
Management & Technology:
- Operated by Unity Chamber with support from NJSBGC and innovation vendor, Juegos AI Lab
- All operations and vendor coordination is managed through the Juegos Business Platform which is directly integrated with the Juegos Social mobile app (a free mobile app on the Apple Store and Google Play used by visitors and fans coming to American Dream to engage in the fun). The Juegos Social mobile app is available in six (6) languages.
Pricing Structure for the mandatory Technology:
- NJSBGC Member Vendors: $0 (includes an entire year business subscription thru June 2027) — codes for free subscription will be shared with these vendors who are in good standing with their respective NJSBGC statewide chambers
- Non-NJSBGC Vendors: $262.50 (this is a 50%+ discount on an annual subscription which is valid through June 2027)
- Evergreen: (a) your business and services will be discoverable for an entire year beyond World Cup by the locals, residents, visitors and fans who onboard onto the mobile app via La Plaza de Fútbol; (b) you can push unlimited promotions and events on the Juegos Business Platform for the La Plaza de Fútbol daily event days, and throughout the year
- Technical questions will be answered in the mandatory virtual training session
A vendor can exhibit between one (1) and three (3) days, either consecutively or non-consecutively. There are 39 event days consisting of 8 home game days and the remaining are non-game days. On non-game days, there will be streaming of the FIFA World Cup 2026 games at La Plaza de Fútbol.
- Pepsi products
- Offensive or sexually explicit merchandise
- Cannabis products.
- Alcohol products.
- Food items that are not contained.
Experiences & Exposure
- Dedicated stage area with 8’ x 14’ video screen
- All vendors receive complimentary logo placement on screen rotation
- On-site event coordinators supporting vendors daily
- Awards presented by American Dream:
- Best Display
- Most Popular Vendor
- Best Video Commercial
Logistics Questions
American Dream is a massive 3-million-square-foot retail and entertainment complex located at 1 American Dream Way in East Rutherford, New Jersey, located minutes from NYC. The La Plaza de Fútbol will be located in Court A – Floor Three. As the second-largest mall in the US, it features over 450 stores, extensive dining, and world-class attractions, including Nickelodeon Universe, DreamWorks Water Park, and Big SNOW indoor skiing.
- Pull-up banners
- Step-and-repeat displays
- Convention-style booth setups (within assigned space)
- Electricity is limited (assigned on a first-come, first-served basis)
- Security will always be present
- Cashless event (no cash transactions permitted)
- Tents
- Open flames or cooking equipment
- Non-contained food (Vendors Must Confirm American Dream’s Approval of Food and Beverage)
No. Vendors may not transfer or sublease their space to another vendor. Also booth sharing is prohibited without prior written approval.
Yes. There will be two (2) training sessions for approved vendors. One training is on-site at American Dream and will be a logistics review. The other training is a virtual session focused on the technology use of the Juegos Business Platform.
American Dream is located at 1 American Dream Way, East Rutherford, NJ 07073. For visitors, taking mass transit is highly recommended. For La Plaza de Fútbol approved vendors, there will be designated parking, at specific parking areas, within specific times per the Vendor Agreement. Details will be reviewed at the walk-thru session.
Yes. American Dream is ADA accessible. Accessible entry points and designated viewing or seating areas will be available. Visitors requiring accommodations are encouraged to contact American Dream in advance for assistance.
Matches will be airing on Court A – Level One, and Court A – Level Three. Matches aired will be based on the match schedule as confirmed among American Dream, Fox Sports and Telemundo.