Gottheimer proposes “Jersey Pride Tax Credit” to boost NJ-branded products ahead of World Cup
NEW JERSEY — U.S. Rep. Josh Gottheimer announced new legislation Monday aimed at promoting New Jersey-branded products in major travel hubs as the state prepares for an influx of visitors ahead of the World Cup.
Speaking at Newark Liberty International Airport, Gottheimer introduced the proposed “Jersey Pride Tax Credit,” which would provide incentives for businesses to sell New Jersey-themed merchandise in airports, train stations and rest stops.
The bill would create a 25% tax credit for businesses that sell New Jersey-branded products in those locations and require priority retail space in major transit hubs for vendors promoting the state.
Gottheimer said the measure is intended to ensure travelers arriving in New Jersey encounter locally branded goods rather than merchandise promoting neighboring states.
“Nothing pisses me off more than when I get on an airplane here, and, in my face, is a row of shirts in a store screaming, ‘I Love New York.’ Really? We just landed in Jersey,” said Congressman Josh Gottheimer (NJ-5). “Or, how about this one: you’re driving along the Parkway, hop into the Jon Bon Jovi rest stop, and what do you see? ‘I Love New York’ hats, t-shirts, and snow globes. It makes me want to spit out my coffee.”
The announcement comes as the region prepares to host World Cup matches at MetLife Stadium, with millions of visitors expected to travel through New Jersey.
“This is especially critical with the World Cup fast approaching. Millions of people from around the world will be landing here to watch one of the 8 games, and, with practice fields up and down the state, and 5 fan fests, people will be driving up and down the Turnpike and Parkway. This is our moment to spread that pride all over the world,” said Gottheimer.
Gottheimer also said he plans to send a letter to the Port Authority of New York and New Jersey urging officials to prioritize storefronts that feature New Jersey-branded items at Newark Airport and other transit locations.
“Millions of people pass through here every year… the question is: what do we want them to take home with them? A New York logo, or a piece of Jersey pride?” said Congressman Gottheimer (NJ-5).
The legislation is also aimed at supporting small businesses and boosting economic activity by promoting local products and tourism.
“This isn’t just about Jersey pride. It’s also about helping our small businesses and the jobs they create, promoting our more than 130-mile Shore, lakes, shops, restaurants, and apparel companies, and getting in front of customers where it matters most,” Gottheimer said.
Gottheimer emphasized New Jersey’s role as a major tourism destination and said the initiative is designed to better showcase the state’s identity to visitors arriving from around the world.
