WMCBTV: ‘I Heart NJ’? Lawmakers Push Garden State Branding Ahead of FIFA World Cup
- May 11
- 2 min read
They’re a familiar sight at major tourist stops in the tristate but these I HEART NYC shirts are causing a stir-up in New Jersey. As excitement for the FIFA World Cup continues to build throughout the region, state and local leaders are highlighting the major economic opportunities tied to tourism. And with this, a new controversy over whether or not New Jersey businesses should be pushing New York or New Jersey merchandise. Lawmakers here in New Jersey say a new federal tax credit could help local businesses that sell New Jersey- themed merchandise - from coffee mugs like this one… to apparel, souvenirs and other Garden State swag. It’s all ahead of the FIFA World Cup that’s expected to draw millions of tourists from around the globe.
“I’m proud to announce new legislation in congress - The Jersey Pride Tax Credit,” said Congressman Josh Gottheimer. “It creates a 25% tax credit for businesses that sell products promoting New Jersey right here in our airports, our train stations and rest stops on our highways… This legislation also requires that these transit hubs like Newark Airport give priority retail space to businesses that actually showcase Jersey products. Because an airport isn’t just a group of terminals. Think of them as billboards for who we are.”
Officials say businesses will not be barred from selling New York merchandise and will be allowed to sell it even if applying for the tax credit. Supporters of the proposal say the measure could encourage more local manufacturing, tourism promotion and small business growth at a time when global attention will be focused on the region.
“We want to help our businesses in Jersey, make sure out stores do well and our manufacturers do well, that we promote our more than 130-mile shoreline, our lakes, our shops, our restaurants, our power companies and get in front of our customers when it matters most,” said Congressman Josh Gottheimer. “Because in a few weeks, the World Cup is coming to New Jersey at MetLife stadium.”
Officials say preparations ahead of the World Cup could create long-term economic benefits beyond the tournament - from increased tourism to stronger local branding.
Comments