RELEASE: Ahead of World Cup, Gottheimer Announces “Jersey Pride Tax Credit” to Encourage Sale of Products that Promote Jersey

Resources / Press Share on RELEASE: Ahead of World Cup, Gottheimer Announces “Jersey Pride Tax Credit” to Encourage Sale of Products that Promote Jersey Apr 27, 2026 Press Above: Gottheimer announces tax credit to support Jersey tourism. NEWARK, NJ — Today, at Newark Liberty International Airport, U.S. Congressman Josh Gottheimer (NJ-5) announced new legislation — the “Jersey Pride Tax Credit” — to push for the sale of products that are Jersey-branded being sold at airports, train stations, and rest stops. The bill aims to make sure that when travelers land, they’re not bombarded with “I Love New York” gear, but instead see and take home real Jersey pride. Gottheimer called it unacceptable that travelers arrive in New Jersey only to be sold a ton of New York-branded merchandise. With the World Cup bringing a massive global audience to the state, Gottheimer stressed that what’s on store shelves matters, and it’s time New Jersey started putting our own name front and center. “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.” Watch Gottheimer’s full remarks here . The “Jersey Pride” Tax Credit: Will create a 25 percent tax credit for businesses that sell New Jersey-branded products in airports, train stations, and rest stops. Will require priority retail space in major transit hubs for businesses that showcase products that promote New Jersey. Gottheimer also announced he is sending a letter to the New York-New Jersey Port Authority, urging them to prioritize storefronts that sell New Jersey-branded items at Newark Airport and other transit locations. “Because, let’s be honest, putting ‘I Love New York’ on a t-shirt these days is basically like putting ‘I Love Socialism,’” said Gottheimer. “ Gottheimer continued, “And, what have they got on the other side of the river? Insane taxes, dirty streets, and a bunch of socialists who are forcing Jersey families to pay a ridiculous Congestion Tax just to drive to their own jobs or see loved ones.” Gottheimer continued, “As I like to say in Washington, Jersey is God’s Country. What don’t we have? Beaches, lakes, trails, skiing, farms, incredible cities and suburbs, the best sports teams, people, schools, teachers, cops, firefighters, and, of course, diners in America.” The push comes at a critical moment, as the region prepares to host World Cup matches at MetLife Stadium. “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 continued, “And now they’re trying to call it ‘New York–New Jersey Stadium’?  Give me a break. That’s an insult. It’s in Jersey, it’s built by our brothers and sisters of Jersey labor.” Currently, Gottheimer noted, travelers often encounter New York-branded merchandise upon arrival in New Jersey — a missed opportunity to promote local businesses and identity. “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). Gottheimer continued, “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.” The legislation aims to support small businesses, boost job creation, and highlight New Jersey’s economic and cultural contributions. Gottheimer highlighted New Jersey’s rich history and global impact — from innovation and sports to culture and cuisine — underscoring the importance of telling the state’s story to visitors. Tourism generates tens of billions of dollars annually for New Jersey and supports families across the state, making it a key driver of economic growth. Gottheimer was joined by members of the New York-New Jersey Port Authority, Peter Connolly, NJMEP CEO, and Judith Fleischer, Special Projects, NJMEP. Below: NY merchandise in Newark Liberty International Airport. Below: Gottheimer announces tax credit to support Jersey tourism. Good morning, everyone, and thanks to NJMEP. It’s great to be here at Newark Airport.  That’s Newark, New Jersey. And let’s just get something straight right off the bat — this is Jersey’s airport. Not New York’s. Not “New York – New Jersey” airport. This is ours. As I like to say in Washington, Jersey is