CITYWIDE — Mayor Zohran Mamdani joined NYC Tourism + Conventions and Team Wonder on Wednesday to launch the “NYC Neighborhood Passport,” a key piece of the city’s program to encourage people to explore the whole city to find free and low-cost ways to celebrate this year’s FIFA World Cup.
With the colorful passport in hand, people will be able to collect stamps from hundreds of cultural organizations, small businesses, museums, gardens and more — many in Brooklyn.
Some of these include BRIC Arts Media, Brooklyn Public Library, Cypress Hills Fulton Business Improvement District, Flatbush Central, I AM CARIBBEING/Little Caribbean NYC, Fifth Avenue Committee, Prospect Park Alliance, West Indian American Day Carnival Association and Mark Morris Dance Group. (See the Team Wonder website for the full list of participating locations.)
The passports will be available starting June 11 at public library branches and at participating events, such as dance performances, film screenings and block parties.
The city has launched the “NYC Neighborhood Passport” to encourage soccer fans to explore neighborhoods and collect artist-designed stamps. Photo: Team Wonder
“The World Cup isn’t just coming to MetLife Stadium. It’s coming to Corona and Flatbush, Astoria and Sunset Park, and every neighborhood that makes New York the most diverse, dynamic city in the world,” Mamdani said. “We want every New Yorker and every visitor to experience the full breadth of this city during the World Cup.”
Those wishing to collect all the stamps will be taking a broad cultural tour. Many locations were selected to highlight immigrant communities, including Little Senegal, Little Colombia, Little India and others, the mayor said.
Brooklyn in particular is home to communities represented by the 48 World Cup nations, according to Brooklyn Public Library’s president and CEO Linda Johnson. “We’re excited to partner with Mayor Mamdani this summer to celebrate that heritage,” she said. Dozens of Brooklyn libraries will be offering free World Cup screenings.
The widespread nature of the events may serve to alleviate some of the pressure on locations near Brooklyn Bridge Park, chosen to serve as a hub of World Cup activity. Residents in DUMBO, the small but already-overcrowded tourist hot spot, have expressed concern about the additional crowds the World Cup events would bring to the neighborhood.
A soccer ball in front of the Lower Manhattan skyline. Photo: Michael Appleton/Mayoral Photography Office
Will help bring in business
The program is expected to help spread the economic benefits of the influx of tourists to lesser-visited locations throughout the boroughs.
Katty Garces, executive director of the Cypress Hills Fulton Business Improvement District, said many small businesses in her community have been “navigating hard times,” and she looks forward to visitors.
“As a neighborhood made up of hard-working immigrant-owned businesses from nearly every Central and South American country, the World Cup is a chance for us to bring people together, celebrate our cultures, and showcase everything Fulton Street has to offer,” she said.
A digital map and events calendar will launch May 27 on nyctourism.com to help guide people to explore these hyperlocal events and promotions.
The city has launched the ‘NYC Neighborhood Passport’ to encourage soccer fans to explore neighborhoods and collect artist-designed stamps. Photo: Team Wonder
City launches outreach to small businesses
As part of Small Business Month, Mamdani and the city’s Department of Small Business Services are reaching out to local businesses with the “NYC World Cup 2026 Business Tool Kit” to help entrepreneurs take advantage of the increased tourism and foot traffic.
Upcoming SBS outreach includes an event in Brooklyn’s Little Haiti on Tuesday, along with others in Queens, the Bronx and Manhattan.
Alex Lasry, CEO of the FIFA World Cup 2026 New York New Jersey Host Committee, said the initiatives would help local organizations and businesses “to be part of the biggest sporting event in history.”
SUNSET PARK — “As a resident of Marine Park, one of the great surprises I found biking around Industry City and visiting Japan Village was to discover Bush Terminal Park. I continue to be amazed at the serene hideaways that the city offers in some of the busiest places — and, still, with an iconic view.”
BROOKLYN HEIGHTS — ‘A miracle that no one was killed …’ That’s what neighbors are saying about the collapse of the Hotel St. George marquee. Shown in this photograph are workmen beginning the removal and repair of the historic, old neon sign at the corner, referencing a relic of Brooklyn Heights’ past: the St. George Hotel.
ATLANTIC AVENUE — Exhausted shopper with cluster of bags and goods from mall at Boerum Place stops to look at huge construction site across the street. “Is that REALLY going to be a jail??” Her male companion is reassuring, “Nothing like Rikers … this is 21st Century.”
BROOKLYN HEIGHTS — Overheard in line at one of most popular pastry outlets on Montague Street: “Hope I can get them into a camp …” A mother with two pre-schoolers in tow was showing a friend the Dodge Y flyer for Healthy Kids Day on Saturday, April 18.
