Rhode Island is preparing for an unprecedented opportunity. In June and July 2026, the global spotlight will be on New England as international soccer matches take place just 30 minutes away in nearby Foxborough, MA. For Rhode Island businesses, this is more than a busy season—it’s a chance to significantly expand revenue, their
reputation, and long-term customer relationships.

Related: See the full match schedule

According to insights shared by Chelsea Brehm, Northern Center Director at the RISBDC, the impact will be substantial as the event is equivalent to seven Super Bowls. During the RI Summer of Soccer, Rhode Island is expecting an additional 890,000 visitors, nearly doubling the state’s population during peak periods. With an estimated $330 million economic impact and average visitor spending of $400 per day, the opportunity for small businesses is clear.

“This is really a truly unprecedented event that a lot of Americans don’t even have an accurate reference point for,” Brehm said.

Capturing this rare opportunity requires preparation, planning, and adaptability. Below are practical strategies to help your business make the most of the RI Summer of Soccer 2026.

Understanding the Opportunity

The influx of visitors will not be limited to ticket holders. Many travelers will come for the overall experience—the energy, fan culture, and proximity to teams and events.

Rhode Island’s location makes it an attractive destination for lodging, dining, and entertainment.

Businesses across industries—from restaurants and retail to salons, spas, and service providers—should expect increased demand and more diverse, international customers. Additionally, with Bryant University serving as a team base camp for team Ghana, certain regions may experience concentrated traffic and activity.

This surge is not just a short-term boost. As Brehm emphasizes, businesses that engage effectively now can build relationships that lead to repeat tourism and long-term growth.

Prepare Your Operations for Increased Demand

Operational readiness will be one of the most critical factors in your success.

Key operational strategies:

• Extend business hours: International visitors tend to dine and socialize later. With gametimes at 4pm and 6pm, plan for afternoon and evening demand around specific match times.
• Hire seasonal or part-time staff: Demand will fluctuate, so flexible staffing is essential. Pay attention to the match schedule, as increased customer traffic will not be consistent in June and July.
• Cross-train employees: Ensure your team can handle multiple roles during peak periods. This added flexibility will improve the customer experience, leading to better reviews.
• Assign clear leadership during busy shifts: Designate a shift lead to manage
  pacing, line flow, and customer concerns. Communicate to your team when
  you expect shifts to be especially busy.
• Rehearse “event mode”: Practice your busiest scenarios in advance to identify and fix gaps.

Consistently friendly and attentive service under pressure is the goal. Businesses that can maintain quality during high traffic will stand out and earn repeat customers.

Strengthen Inventory and Supply Planning

For product-based and service-based businesses alike, inventory management will
directly impact your ability to serve customers.

Recommendations for inventory readiness:

• Identify your top-selling products or services
• Plan for multiple demand scenarios (e.g., 1.5x, 2x, or 2.5x normal volume)
• Secure backup suppliers and approved substitutes
• Establish clear reorder points and restocking schedules
• Monitor inventory weekly to prevent shortages or overstock

Don’t overlook essential items that can interrupt service—such as packaging, cleaning supplies, or basic operational materials.

Optimize Your Online Presence for Visitors

Today’s travelers rely heavily on digital tools to decide where to go. Your online presence must be accurate, visible, and appealing.

Focus on these digital updates:

• Update your website: Ensure hours, location, online ordering, and offerings are current
• Optimize your Google Business Profile (GBP):
  • Add detailed descriptions
  • Highlight proximity to key locations like Foxborough, MA
  • Include updated hours and booking options
  • Add photos if available as that will boost your ranking
• Add FAQs: Address common visitor questions
• Use location-based keywords: Think about how an international visitor might search for your business

Consistency across your website, social media, and online listings helps build trust and improves discoverability in search engines like Google.

Develop a Targeted Marketing Strategy

Marketing for the RI Summer of Soccer should begin well before the first match.

Chelsea Brehm recommends that businesses prepare now and begin marketing in May 2026, targeting both existing customers and incoming visitors.

Effective marketing tactics:

• Promote:
  • Extended hours
  • Watch parties or special events
  • Food and drink specials
• Use relevant hashtags such as:
  • #SummerofSoccer2026
  • #ProvidenceEats
  • #NearGilletteStadium
• Post updates 3–5 days in advance
• Share real-time updates during events using social media stories
• Create a welcome message for international visitors

Important note:

Be mindful of branding restrictions. Businesses should avoid using official tournament names or logos unless properly licensed. Instead, use general terms like “RI Summer of Soccer 2026.”

Embrace a Global and Multicultural Audience

Expect an audience that is diverse, young, and highly engaged. Many visitors will be between 18 and 34 years old, with a strong presence of Gen Z and Millennials.

Ways to connect with this audience:

• Offer multilingual information where possible
• Be culturally aware and welcoming
• Understand different customer expectations and behaviors
• Use inclusive, globally relevant messaging

Brehm emphasizes the importance of staying open-minded and adapting beyond “default” approaches. Businesses that embrace cultural diversity will create stronger connections with international visitors and encourage repeat business in the long-term future.

Plan for Financial and Operational Impacts

Increased traffic also brings operational considerations that require planning.

Be prepared to:

• Manage higher volumes of international credit card transactions
• Monitor cash flow fluctuations
• Adjust appointment scheduling for service-based businesses so that regular and new customers can still make their appointments
• Communicate to regular customers the potential traffic disruptions or road closures they may face
• Relay information about changes to parking, including if typical parking options may be full

Taking a proactive approach will help minimize disruptions and ensure smoother operations during peak periods.

Think Beyond Summer 2026

While the immediate opportunity is significant, the long-term potential is equally important.

Businesses that capture customer information, build strong digital connections, and deliver exceptional experiences will continue to engage visitors long after the event ends.

As Brehm notes, in today’s highly connected global economy, a single positive interaction can lead to future visits, referrals, and sustained growth as visitors who have a positive experience will want to return with their families or friends.

Final Thoughts: Prepare Early, Stay Flexible, and Engage Fully

The Summer of Soccer 2026 represents a rare and large-scale opportunity for Rhode Island small businesses. With millions of global viewers and a massive influx of visitors to the region, the potential impact is unlike anything most businesses have experienced. By taking action now, your business can not only benefit from this
surge—but build a foundation for long-term success in Rhode Island’s evolving tourism economy.

Remember to stay connected with available resources. RISBDC advisors are here to help you navigate this opportunity with confidence and clarity.