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Deets: Welcome to the newest soccer social club in town — where you don’t pay to get in, you play to get in. Check out our superior FIFA Club World Cup 2025™ viewing experience, get exclusive merch and more. All while enjoying the superior light beer.
The Michelob ULTRA Pitchside Club in New York City is a unique destination for VIPs and fans that will play host to curated programming, watch parties, and deliver one-of-a-kind access during the semifinal and final matches from July 8 to 13.
As only Michelob ULTRA can do, The Pitchside Club will celebrate the culture of the sport and harness the fevered excitement made famous by soccer fans around the world. With experiences like a FIFA memorabilia tunnel, a match bar, game room, and onsite kit customization, fans will be a part of the action like they never have before.
The Pitchside Club is open daily from 2PM to 9:30 PM.
Drop by anytime — just be sure to check the schedule below in advance for any special events.
Play to Get In
At the Pitchside Club, our bouncers are goalkeepers. All you have to do is score against them to get in. And on opening day, Memo Ochoa, Mexican international keeper and legend, will be in goal serving as our featured bouncer.
Superior Viewing
Grab a seat on our bleachers and watch FIFA Club World Cup 2025™ matches at our superior viewing experience.
Tuesday, July 8
FIFA Club World Cup 2025™ Semi Finals
Wednesday, July 9
FIFA Club World Cup 2025™ Semi Finals
Sunday, July 13
FIFA Club World Cup 2025™ Final
Men in Blazers Live
Watch Men in Blazers go live from our broadcast booth.
You V. The GOAT
Go head-to-head with Messi in our virtual G-O-A-T game. Like H-O-R-S-E but for soccer.
Enjoy:
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, U.S. Men’s National Team and AC Milan star Christian Pulisic, and WNBA champion Sabrina Ionescu, top influencers and more.
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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.
Hint for the Average Socialite: 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.
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