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 summer’s thrilling tournament.

Michelob ULTRA Unveils Plans to Bring Soccer Fans Closer to the Pitch as Official Beer Sponsor of the FIFA Club World Cup 2025

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.

Mexico’s goalkeeper Guillermo Ochoa

Opportunities include a special Pitchside Club grand opening and Finals week celebration featuring Mexican National Team goalkeeper and Olympic medalist Guillermo ‘Memo’ Ochoa and watch parties for the semifinals and finals matches.

Michelob ULTRA’s Pitchside Club is located at SECOND (849 6th Ave, New York, NY), between 29th and 30th street and will be open from Tuesday, July 8, through ..Sunday, July 13. Fans who are 21+ fans can RSVP in advance for a free
ticket HERE.

Michelob ULTRA’s Pitchside Club will feature:

● FIFA Museum: A legacy tunnel lined with ULTRA-rare exhibits from the FIFA Museum, offering exclusive access to 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. 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.
● 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.