Don't Miss Michelob ULTRA's Pitchside Club—the Ultimate NYC Soccer Pop-Up
Hosted at NYC event space SECOND (849 6th Ave.), the Pitchside Club is loaded with little details that make it more than just another fan zone. First stop: a player tunnel lined with ULTRA-rare exhibits on loan from the FIFA Museum. Pelé's 1962 Brazil tracksuit top, a Cristiano Ronaldo match-worn Real Madrid jersey, and other never-seen pieces set the tone before you even reach the bar. Inside, every corner doubles as a different kind of watch-party: the Match Bar pours pints while the semifinals and final beam in on wall-to-wall screens; a Lovesac Lounge bounces 4D stadium audio through sofa-embedded subs; and the Game Room lets you battle friends—or a virtual Messi in a 'G-O-A-T' skills challenge—for bragging rights and merch.
The real draw is the Hypebeast Kit Bar, the event's undeniable style centerpiece. All week long, fans can snag a free Michelob ULTRA jersey and personalize it on the spot—choosing from exclusive patches and watching as embroidery machines bring each piece to life. A digital archive from the FIFA Museum offers a deep dive into kit history, while Classic Football Shirts NYC brings a curated rack of vintage grails that rarely surface stateside. The energy peaks on Thursday, July 10 for Hypebeast Night, when a numbered, limited-edition Michelob ULTRA jersey drops. Designers will be on hand for live styling sessions—swapping patches, adding heat-press graphics, and helping fans build out full looks, all powered by Hypebeast. Show up early; once the kits are gone, they're gone.
The rest of the club will stay busy: broadcast booths flip into live-stream studios for watch-along shows, a 'Sports Legends' panel, and a celebrity-packed episode of Men in Blazers. Foosball and tabletop tournaments break out between matches, and the official Michelob ULTRA 'Superior Player of the Match' trophy sits ready for a photo-op flex.
Access is 21+ and free, but capacity is tight. Hit theMichelob ULTRA Pitchside Club site, lock your RSVP, and catch the semis, the final, and that coveted kit drop.
Michelob ULTRA's Pitchside ClubJuly 8 to July 13SECOND849 6th Ave. New York, NY (btwn 29th and 30th)
DISCLAIMER:We discourage irresponsible and/or underage drinking. Drink responsibly and legally.
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