PENRITH businesses have a unique chance to reach national and international markets when world rowers compete at the Regatta Centre in March.
"It's a great opportunity for businesses to profile themselves," Penrith Chamber of Commerce chief executive Jill Woods said.
"People from more than 26 countries are coming, elite sports competitors and leaders of business."
Mrs Woods said Nepean TAFE would establish a stall during the races and she thought the University of Western Sydney was likely to do the same.
Penrith City Centre Association CEO Gai Hawthorn said the rowing would dominate this year's Penrith Festival.
"We're making this year's theme Rock and Rowing," Mrs Hawthorn said.
"On March 16 we'll be seeing some participants in our street parade dressed up with flippers."
She said the event was a source of pride for Penrith and a chance to offer visitors "an old-fashioned welcome".
"The window displays and flags will do that," Mrs Hawthorn said. "Obviously we'd like the Australian teams to win but we welcome all the teams."
Penrith Business Alliance's chief executive Bijai Kumar said the economic benefits had to outlast the games.
"There will be a lot of corporate sponsors and this will be our chance to present opportunities to them," he said.
He said Penrith's lifestyle, its skilled workforce and access to the hospital and the university were all selling points; even more so in combination.
"Business people making investment decisions want the place where skills are available, but may also consider what their families will do, and the schools and universities their children will go to," Mr Kumar said.