Jack Ford

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Apr 27, 2026, 5:46 PM

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With the World Cup set to bring a global spotlight to the region, U.S. Rep. Josh Gottheimer is pushing new legislation aimed at giving New Jersey top billing, at least when it comes to merchandise.

At Newark Liberty International Airport, Gottheimer on Monday announced the proposed “Jersey Pride Tax Credit,” which would incentivize businesses to sell New Jersey branded products at airports, train stations and rest stops.

“Nothing pisses me off more than when I get off an airplane here at Newark Airport, and in my face is often a row of shirts in a store screaming, ‘I Love New York,’” Gottheimer said.

The proposed legislation would create a 25% tax credit for businesses that sell New Jersey-branded merchandise, aiming to encourage retailers to give those products more visibility.

“It gives businesses a real incentive, 25%, to stock and sell Jersey products, to make sure these products get shelf space,” Gottheimer said. “Turn every airport, every train station, every gateway into Jersey into a showroom for our state.”

The bill would also require priority retail space in major transit hubs for businesses that prominently feature New Jersey-themed items. Gottheimer said he plans to send a letter to the Port Authority of New York and New Jersey, urging officials to prioritize storefronts that promote the Garden State.

The push comes as New Jersey prepares to host matches for the 2026 FIFA World Cup at MetLife Stadium in East Rutherford, which will be temporarily branded as “New York New Jersey Stadium,” a move that has drawn plenty of criticism here in the Garden State.

“We want to help our businesses in Jersey make sure that our stores do well and our manufacturers do well, that we promote our more than 130-mile shoreline, our lakes, our shops, our restaurants,” he said.

The legislation would not penalize businesses for selling New York-branded merchandise.