Inside Michelob ULTRA's Pitchside Club: NYC's Ultimate FIFA Viewing Experience

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Inside Michelob ULTRA's Pitchside Club: NYC's Ultimate FIFA Viewing Experience

Michelob ULTRA is kicking off one of the coolest fan experiences of the summer with the opening of its Pitchside Club pop-up in Midtown Manhattan. Running from July 8 to 13, this six-day activation at SECOND (849 6th Ave.) brings the heat of the FIFA Club World Cup 2025™ straight to New York City—complete with vintage memorabilia, immersive match screenings, and one-of-a-kind games for fans.

Soccer Culture Meets Premium Vibes

The moment you enter the Pitchside Club, you’re walking through a custom player tunnel, flanked by rare FIFA Museum pieces like Pelé’s 1962 Brazil tracksuit and a Cristiano Ronaldo game-worn Real Madrid jersey. The setup feels less like a pop-up and more like stepping into a curated shrine to the sport.

Once inside, every detail screams football obsession—from the wall-to-wall screens streaming every match live to the booming 4D sound system in the Lovesac Lounge that makes you feel like you’re pitchside. Cold Michelob ULTRAs flow on tap as fans cheer, lounge, and soak up every goal, tackle, and save.

Where Play Meets Playoffs

But this isn’t just about watching—it’s about playing, competing, and connecting. Visitors can dive into retro foosball battles, take the “G-O-A-T” virtual challenge to test their skills against a digital Messi, or get creative with Subsoccer—a fast-paced, under-the-table seated soccer game you didn’t know you needed in your life.

Michelob ULTRA’s Pitchside Club is all about celebrating the beautiful game with community and culture at its core, offering a fan-forward space that blends nostalgia, tech, and game-day hype.

Catch It While You Can

This limited-time experience is only around for six days, aligning perfectly with the final stages of the FIFA Club World Cup 2025™. Whether you're a die-hard fan, casual watcher, or just here for the vibes and vintage kits, this is one pop-up you don’t want to miss.

Doors open daily during match times from July 8–13. Entry is free, but capacity is limited—so get there early, grab a cold pint, and take your shot at the GOAT.