World Cup Workshop: Leadership Edition Unites NYC’s Latino Business Community at the United Nations

Written By Millie Sialer

On Thursday, April 30th, 2026, the New York State Latino Restaurant Bar & Lounge Association (NYSLRA) proudly hosted the World Cup Workshop: Leadership Edition at the United Nations Office of Peru in New York City—bringing together an influential network of consulates, chambers of commerce, industry leaders, and small business stakeholders in preparation for the FIFA World Cup 2026.

This high-level gathering served as a strategic platform to equip Latino-owned businesses across New York and New Jersey with the tools, insights, and connections needed to capitalize on one of the largest global sporting events in history.

A Powerful Coalition of Leaders and Institutions

The workshop welcomed distinguished representatives from multiple consulates, including Colombia, Peru, Guatemala, the Dominican Republic and Peru, alongside key business organizations such as:

  • Peruvian American Chamber of Commerce Alliance (PACCA)

  • Guatemalan Chamber of Commerce

  • Community leaders and small business owners across all five boroughs

Special recognition was given to partners and collaborators who played an essential role in the success of the event, including PromPerú New York, PR Innovations, and Peru to the World Expo.

Featured Speakers & Leadership

The program featured impactful remarks and insights from leaders shaping business, culture, and international collaboration:

  • Millie Sialer, Founder of Hispanic Digital Media (HDM) and a Google-certified marketing strategist, who presented and led the workshop—bringing expertise in digital strategy, multicultural campaigns, and business growth across New York and New Jersey

  • Sandra Jaquez, President of NYSLRA

  • Jeffrey Garcia, Executive Director of the NYC Office of Nightlife

  • Melvi Dávila, Founder of PR Innovations and representative of Peru to the World Expo

Together, speakers addressed critical topics including:

  • Navigating permits and regulations for World Cup activations

  • Maximizing business visibility and revenue during peak tourism

  • Building cross-cultural and cross-sector partnerships

  • Positioning Latino-owned businesses within global economic opportunities

Empowering Small Businesses for the World Cup Economy

At the core of the workshop was a mission to ensure that Latino and immigrant-owned businesses are not only included—but positioned to lead—during the World Cup influx.

Attendees received guidance on:

  • Activating their businesses for watch parties and fan experiences

  • Leveraging city resources and compliance frameworks

  • Creating culturally relevant, high-impact customer experiences

  • Implementing digital strategies to capture and convert international traffic

Highlight: The Welcome World Rewards Program

A key highlight of the workshop was the introduction and walkthrough of the Welcome World Rewards Program, an official initiative designed to connect local businesses with the millions of visitors expected during the FIFA World Cup 2026.

This program provides businesses with:

  • Visibility on a global platform tied to World Cup tourism

  • Opportunities to attract international customers

  • Tools to engage fans through curated offers and experiences

Through NYSLRA and Hispanic Digital Media’s leadership, attendees were guided on how to register, activate, and fully leverage this platform—ensuring they are positioned at the forefront of New York City’s World Cup strategy.

Building a Citywide Movement

The World Cup Workshop: Leadership Edition is part of a broader NYSLRA initiative to deliver workshops across all five boroughs—ensuring that small businesses from every community have access to the knowledge and tools needed to thrive.

With upcoming sessions already in development in the Bronx, Manhattan, and in partnership with various consulates, this initiative continues to expand its reach and impact.

Looking Ahead

As New York City prepares to welcome the world, NYSLRA—alongside Hispanic Digital Media—remains committed to fostering collaboration between government, private sector leaders, and community organizations.

This workshop marked more than just a conversation—it signaled the beginning of a unified movement to ensure that Latino businesses are visible, empowered, and economically positioned during one of the most important global events of our time.

For more information on upcoming workshops or to participate, please contact NYSLRA or follow us for updates.

Millie Sialer
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