Community Initiative Brings Global Energy to Millburn With Soccer Skills Day, Retail & Dining Promotions, and Final Match Viewing Party
MILLBURN, NJ – May 12, 2026 – The global excitement of the World Cup is coming to the streets of Millburn. Explore Millburn-Short Hills, the non-profit Business Improvement District (BID) dedicated to promoting, growing, and supporting local businesses, property owners, residents, and visitors, is proud to announce its World Cup Celebration Series – a dynamic, multi-week initiative designed to transform the district into a premier destination for soccer fans, families, and shoppers alike.
Breaking away from the traditional at-home viewing experience, this initiative encourages the public to come together through free, interactive events, themed dining, and coordinated retail promotions. Momentum builds throughout, culminating in a large-scale viewing party for the final match.
“This special programming allows local businesses, residents and visitors to join in the fun and celebrate the World Cup festivities as a community,” said Steve Grillo, Executive Director of Explore Millburn-Short Hills. “Whether you’re a loyal soccer fan, an avid player, or just curious about it all, there’s something for everyone to enjoy.”
This community-wide celebration encourages fans to explore, shop, and dine while engaging with the tournament in new ways.
Series Highlights Include:
- Online World Cup Retail & Restaurant Guide: A curated digital resource highlighting the best spots in town to watch the games. The guide features participating businesses offering World Cup-themed specials, limited-time retail sales, and unique dining offers.
- World Cup Skills Day (June 20, 2026 | 10:00 AM – 1:00 PM): A high-energy, youth-focused soccer activation designed to inspire the next generation of players. Families are invited to Taylor Park for hands-on skills-building activities and fitness in a fun, inclusive introduction to the global game.
- World Cup Mailbox Raffle: Throughout the series, shoppers can enter their receipts from local businesses into a special raffle for a chance to win gift cards to their favorite downtown spots.
- World Cup Final Viewing Party (July 19, 2026 | 2:00 PM – 6:00 PM): The grand finale of the series. The community will gather to watch the final match on a massive LED screen at Taylor Park, complemented by live music, local food vendors, and kids’ entertainment.
“Millburn has long been the shopping hub of southern Essex County and the World Cup festivities organized by Explore Millburn-Short Hills will help drive visitors, culinary enthusiasts, and soccer fans to our great community to shop, dine and cheer,” said Grillo.
For more information on the World Cup Celebration Series and a full schedule of events, please visit exploremillburnshorthills.org.
About Explore Millburn-Short Hills
Explore Millburn-Short Hills is the 501(c)(3) non-profit organization established to support and promote the businesses throughout the five areas of the Business Improvement District. The mission of the organization is to encourage the economic, cultural, and social vitality of Millburn-Short Hills through increased marketing and visibility, improved and renewed infrastructure, and local business development and engagement.
MEDIA CONTACT:
Michelle Lemieux
Explore Millburn-Short Hills
973.713.8595
info@exploremillburnshorthills.org