Michelob ULTRA will transform the Santa Monica Pier into a soccer-themed pop-up experience tied to the FIFA World Cup 2026. The Pitchside Club runs from June 12 to June 25 and combines fan activities with style elements. It is open to the public as a 21+ event.
Michelob ULTRA, the Official Beer Sponsor of the FIFA World Cup 2026, is creating the Pitchside Club on the Santa Monica Pier. The pop-up, developed with Hypebeast, features a custom Locker Room where visitors can personalize limited-edition jerseys using exclusive patches. Attendees can play sub soccer or foosball, attempt freestyle tricks modeled after Lionel Messi, and view the Superior Player of the Match Trophy. Live DJ sets and fit-check interviews will run throughout the day, with the Match Bar offering Michelob ULTRA and Michelob ULTRA Zero. The venue operates from 11 a.m. to 9 p.m. Wednesday through Sunday during the two-week period. Space is limited, and advance RSVP is required for entry.
