The campaign, reportedly called Score Local: Fair Lawn World Cup, is expected to combine live music, watch parties, football-themed promotions and a giveaway of 100 gift cards for businesses across the borough.
The report says participating shops and restaurants could offer discounts during the tournament, while limited-edition Fair Lawn scarves will be available while supplies last. The gift cards are reportedly valued between $25 and $100, with winners due to be selected on 19 July, the day of the final in East Rutherford.
Greff is also quoted as saying Fair Lawn created the programming “to really capitalise on this moment” - a clear attempt to make a global sporting occasion work on a neighbourhood scale.
The reported centrepiece is a free pre-match celebration at The Craftsman on 19 July, running from 12:30 to 3pm. Organisers are expected to include a live DJ, food, drinks, giveaways and community activities before the championship match.
That event sits alongside a Wednesday evening street-musician series, with performers rotating around Fair Lawn locations throughout the summer. The approach is less about a single screening and more about creating a reason to explore the borough repeatedly.
Liz Farias, community marketing and partnerships manager for Fair Lawn Main Street Inc, is quoted as saying: “We hope people use this campaign as an excuse to wander, discover a new favourite, and make the most of a once-in-a-generation summer.”
The key test will come after the final whistle: whether tournament visitors become regular customers. For Fair Lawn, the next storyline is not only who wins the World Cup, but whether the football energy leaves a lasting mark on the local high street.