Your First Look at Michelob ULTRA's Pitchside Club Event in NYC
Watch FIFA Club World Cup 2025™ matches, customize a free jersey at the Hypebeast Kit Bar and more.
Michelob ULTRA’s Pitchside Club in NYC is officially open—and if you haven’t RSVP’d yet, now’s your chance at the official event site. Friendly reminder: access is 21+ and free, but capacity is limited, so don’t wait.
Located in midtown Manhattan’s SECOND (849 6th Ave.) event space, this six-day pop-up (July 8–13) is a premium soccer destination where fans can catch the remaining FIFA Club World Cup 2025™ matches. The Pitchside Club blends the energy of the tournament with a specially curated fan experience. Inside, you’ll find vintage kits, cold pints, and electrifying match viewing—all under one roof, built for the game’s most devoted enthusiasts.
As you step inside, you’ll get to make your way through a player tunnel flanked by rare artifacts from the FIFA Museum—like Pelé’s 1962 Brazil tracksuit and a Cristiano Ronaldo game-worn Real Madrid jersey. Inside, wall-to-wall screens stream the matches, backed by booming 4D sound in the Lovesac Lounge. Meanwhile, fans can take on friends in foosball or test their skills against a virtual Messi in a “G-O-A-T” challenge. For something new, try Subsoccer: a fast-paced table-based soccer game where you play seated, kicking under the table for the win.
Michelob Ultra
Michelob Ultra
The Hypebeast Kit Bar is the event’s prime offering where guests have a chance to score a free Michelob ULTRA jersey and personalize it live with exclusive patches, embroidery, and heat-press graphics. And don’t miss Hypebeast Night on Thursday, July 10, where a limited-edition kit drops and stylists help fans build stylish looks. Classic Football Shirts NYC will also be on-site with a rare collection of vintage gear, while digital archives dig deep into jersey history.
Elsewhere in the space, photo ops abound—from a trophy flex with the “Superior Player of the Match” award to share-worthy moments throughout the club. A live broadcast studio hosts watch-along shows, a sports legends panel, and celebrity interviews, adding even more to the lineup.
Lock in your RSVP here and don’t miss one of the week’s most exciting matchday experiences.
Michelob ULTRA’s Pitchside Club
July 8 to July 13
SECOND
849 6th Ave. New York, NY (btwn 29th and 30th)
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.
