NYC launches ‘neighborhood passport’ for World Cup, highlighting immigrant communities
Images courtesy of Team Wonder
New York City has officially launched its “neighborhood passport” for the World Cup, encouraging residents and visitors to explore immigrant communities across the five boroughs. Released last week, the NYC Neighborhood Passport invites participants to check out diverse neighborhoods, cultural institutions, small businesses, and soccer-related events, while collecting stamps designed by local artists, with each stamp reflecting the artist’s cultural identity and roots. The free passports are now available at all public library branches.
Announced in May, the initiative is meant to incentivize New Yorkers and visitors alike to make the most of the city during the World Cup, which takes place at New Jersey’s MetLife Stadium from Saturday through the final on July 19, as 6sqft previously reported.
Developed by Team Wonder in partnership with NYC, it is part of a broader legislative package introduced in April to support local businesses during the six-week tournament. One bill included the creation of a “cultural passport program” to encourage exploration of local businesses and institutions.
The NYC Neighborhood Passport booklets are available at every library across the city and at select events. Participants can collect 12 unique stamps from different organizations and institutions, and during certain events and parties. The stamps will be randomly distributed to encourage visitors to explore more in order to collect them all.
Featured events in the passport include dance performances, film screenings, art exhibits, book talks, block parties, watch events, and much more.
Locations were selected to highlight immigrant communities, such as Little Senegal in Harlem, Little Colombia and Little India in Queens, and Little Guyana in the Bronx, among others.
Participating institutions include the American Museum of Natural History, El Museo del Barrio, the New York Hall of Science, the Museum of the City of New York, the Queens Museum, and more. A full list of participating locations can be found here.
“NYC was built by immigrants and the NYC Neighborhood Passport is a celebration of the communities that continue to shape the heart and soul of our city,” Faiza Ali, commissioner of the Mayor’s Office of Immigrant Affairs, said.
“As the World Cup brings people from around the globe to New York, this initiative encourages everyone to explore our immigrant neighborhoods, support local businesses, and experience the languages, cultures and traditions that make New York City unlike anywhere else in the world,” she added.
Team Wonder and the Mamdani administration have also launched “Already Home,” a nationwide storytelling project exploring what the World Cup means to communities across the United States. Participants can submit video or audio recordings, which will join a national collection spanning cities including Chicago, Philadelphia, Boston, Seattle, and Albuquerque.
NYC Tourism + Conventions has also released a calendar to help users view World Cup happenings across the five boroughs. Businesses and organizations can submit events and promotions for consideration free of charge.
The city has also announced a $26 dining special at participating restaurants and bars throughout the tournament. Nearly 600 businesses have signed up for the “Five Boroughs Winners Special,” which will feature fixed $26 food and drink offerings.
“The World Cup’s most meaningful moments won’t only happen inside a stadium,” Betsy MacLean, partner at Team Wonder, said. “They’ll happen in neighborhoods, community centers, libraries, parks, and cultural institutions where people come together to share stories, traditions, and experiences.”
“The NYC Neighborhood Passport is an invitation to discover those places and celebrate the communities that make New York extraordinary,” she added.
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