Michelob ULTRA Opens Premier Soccer Destination in New York City For The Final Week of The FIFA Club World Cup 2025™

About this event

WHAT:  Michelob ULTRA, official beer sponsor of the FIFA Club World Cup 2025™, is celebrating the lead-up to the Finals with the all-new ‘Pitchside Club’ – giving 21+ fans a Superior Soccer Social Club to enjoy the summer’s most thrilling tournament. From Tuesday, July 8, through Sunday, July 13, 21+ fans who RSVP for a free ticket at Michelob ULTRA’s Pitchside Club website will be able to access the club for exciting programming, interactive experiences, exclusive swag, ice-cold beverages and more, including: 

• - Watch parties for the semifinals and finals matches 
• - Appearances from special guests, including athletes, celebrities and global icons 
• - ULTRA-rare exhibits from the official FIFA Museum, including match-worn jerseys from soccer greats 
• - Free customizable soccer jerseys at the Hypebeast Kit Bar 
• - Live commentary from the Men in Blazers podcast 
• - Bar game classics in the Game Room Bar  
• - Lovesac Lounge viewing area featuring the immersive surround sound experience, StealthTech Sound + Charge, and custom Michelob ULTRA Sacs 
• - Photo opps with the official Michelob ULTRA Superior Player of the Match Trophy 
• - Plenty of ice-cold ULTRA at the Match Bar 

WHERE:  Michelob ULTRA’s Pitchside Club is located at SECOND (849 6th Ave, New York, NY), between 29th and 30th street. 

WHEN:  The Pitchside Club will be open from Tuesday, July 8, through Sunday, July 13 to 21+ fans who RSVP in advance for a free ticket on Michelob ULTRA’s Pitchside Club website. Visit the Pitchside Club website to learn more and RSVP for specific programming. 

PITCHSIDE CLUB PROGRAMMING

• FIFA Museum: Enter the Pitchside Club through a legacy tunnel lined with ULTRA-rare exhibits from the FIFA Museum, offering exclusive access to iconic artifacts and the legacy of the game – some of them for the very first time. 
• Match Bar: Grab an ice-cold Michelob ULTRA and catch all the action from the coolest space outside of MetLife. Special watch parties are scheduled for each of the semifinals matches and the Finals match. 
• Game Room Bar: Enjoy a game of foosball, tabletop games, or footie ball and go head-to-head with virtual Lionel Messi in ‘G-O-A-T.’ Just like H-O-R-S-E, players must replicate Lionel Messi’s iconic moves to earn bragging rights and a chance to snag superior prizes. Fans can also snap a pic with the official Michelob ULTRA Superior Player of the Match Trophy, awarded to the best player in every match. 
• Hypebeast Kit Bar: Throughout the week, fans can score a free Michelob ULTRA soccer jersey and customize it with exclusive patches and more onsite, shop vintage classics from Classic Football Shirts NYC and interact with a FIFA Museum digital jersey experience. Plus, on Thursday, July 10, the experiences levels up with a limited-edition Hypebeast x Michelob ULTRA jersey drop and live styling during the Pitchside Club’s Hypebeast Night. 
• Broadcast Studios: Bar booths transform into broadcast studios designed for hosting live commentary, panels and podcasts, including two live watch-along shows with semifinals commentary and a celebrity-packed live show from renowned soccer podcast Men in Blazers, plus a Sports Legends panel with World Cup Champion and Olympic Gold Medalist Alex Morgan, former MLS and U.S. Men’s National Team player Dax McCarty, and WNBA champion Sabrina Ionescu, top influencers and more. 
• Lovesac Lounge: The Lovesac Lounge will allow fans to immerse themselves in the game with Lovesac’s StealthTech Sound + Charge, a 4D audio experience through speakers and subwoofers embedded inside their modual sectional platform, Sactionals, for an unparalleled, sensorial watching experience where you can hear and feel the excitement of the game.