Derek Callahan

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Apr 20, 2026, 4:43 PM

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Updated

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Registration has opened for La Plaza de Fútbol, a 39-day small business marketplace and cultural event set to run from June 11 through July 19 at American Dream in East Rutherford.

Organizers said the program will give up to 1,000 New Jersey small businesses a chance to showcase their products and services to visitors from across the country and around the world.

The marketplace will be located next to Jarana in Court A on Level 3 and will include 22 single booths and 10 double booths. Vendors can reserve booths for one to three days, and the selected dates do not need to be consecutive. Pricing will vary depending on booth size and whether participation takes place on a match day.

In addition to vendors, La Plaza de Fútbol will feature cultural programming including artist showcases, culinary experiences and community exhibitions highlighting the state’s diversity.

The event is part of American Dream’s Dream Fan Fest, a 39-day World Cup celebration that will include viewing parties, original programming, celebrity appearances, brand activations, concerts and water park events. Additional details are expected in the coming weeks.