If you’re as pumped about the FIFA Club World Cup 2025™ as I am, then Michelob ULTRA’s Pitchside Club in New York City is an absolute must-visit from July 8 through 13. As the official beer sponsor of the tournament, Michelob ULTRA has transformed a Midtown courtyard and second-floor event space into the ultimate Superior Soccer Social Club—a vibrant pop-up that brings together soccer, culture, style, and community for a one-of-a-kind fan experience.
The entry to the Pitchside Club isn’t your typical door check—you have to score a goal past a talented goalkeeper to get in. On opening day, none other than the legendary Mexican international keeper Memo Ochoa took on the role of bouncer, standing in goal and challenging fans to put their skills to the test. For the rest of the weekend, you’ll get to face off against other friendly and skilled goalkeepers, turning your arrival into a fun mini shootout that sets the tone for the whole experience.
Once you’re in, the Pitchside Club reveals itself as a true football lover’s dream. Fans walk through a tunnel lined with ULTRA-rare exhibits on loan from the official FIFA Museum in Zurich, including iconic pieces like Pelé’s 1962 Brazil tracksuit and Cristiano Ronaldo’s match-worn Real Madrid jersey. These one-of-a-kind artifacts set the stage before you even step into the main event.
Inside, every corner is designed to celebrate the beautiful game. Wall-to-wall screens beam the semifinals and final matches live, creating an electrifying atmosphere where you can catch every breathtaking moment. The Match Bar keeps the cold Michelob ULTRA flowing, while the Game Room Bar invites you to challenge friends to foosball, tabletop games, or even a virtual duel against Lionel Messi himself in the “G-O-A-T” skills challenge. Replicate Messi’s iconic moves, earn bragging rights, and snag exclusive prizes.
For those looking to relax without missing a beat, the Lovesac Lounge offers ultra-comfy sectionals embedded with StealthTech Sound + Charge technology, delivering an immersive 4D audio experience that makes you feel every cheer and chant from the stadium. It’s the perfect spot to soak in the energy of the tournament in style and comfort. It was looking like a movie screening with everyone relaxing!
One of the absolute highlights is the Hypebeast Kit Bar, where fans can score a free Michelob ULTRA soccer jersey and customize it on the spot with exclusive patches and embroidery. The kit customization is powered by Hypebeast, bringing the perfect blend of sport and streetwear culture. Adding to the style vibe, Classic Football Shirts NYC showcases a curated selection of vintage kits, offering a rare chance to browse some true soccer memorabilia.
The Pitchside Club isn’t just about watching soccer—it’s about living it. Broadcast booths transform into live studios hosting commentary, podcasts, and panels, including a celebrity-packed episode of the Men in Blazers podcast. Sports legends like World Cup Champion Alex Morgan, former MLS and U.S. Men’s National Team player Dax McCarty, and WNBA star Sabrina Ionescu have also taken part in panels, adding star power and insider insight to the weekend.
With so much happening every day from 2:00 PM to 9:30 PM, the Pitchside Club is the perfect place to experience the FIFA Club World Cup 2025 Finals weekend. Whether you’re a hardcore soccer fanatic or just looking for an exciting way to celebrate the world’s best club teams, this pop-up delivers all the thrills and chills of the game — plus plenty of ice-cold Michelob ULTRA to keep you refreshed.
Entry is free for 21+ fans who RSVP in advance, but don’t forget—the real challenge is scoring past the goalie. So, get your game face on, bring your best shot, and join the soccer social event of the summer.
Game on!
