Latest news with #PitchsideClub
Hypebeast
10-07-2025
- Entertainment
- Hypebeast
Your First Look at Michelob ULTRA's Pitchside Club Event in NYC
Michelob ULTRA's Pitchside Club in NYC is officially open—and if you haven't RSVP'd yet, now's your chance at theofficial event site. Friendly reminder: access is 21+ and free, but capacity is limited, so don't wait. Located in midtown Manhattan's SECOND (849 6th Ave.) event space, this six-day pop-up (July 8–13) is a premium soccer destination where fans can catch the remaining FIFA Club World Cup 2025™ matches. The Pitchside Club blends the energy of the tournament with a specially curated fan experience. Inside, you'll find vintage kits, cold pints, and electrifying match viewing—all under one roof, built for the game's most devoted enthusiasts. As you step inside, you'll get to make your way through a player tunnel flanked by rare artifacts from the FIFA Museum—like Pelé's 1962 Brazil tracksuit and a Cristiano Ronaldo game-worn Real Madrid jersey. Inside, wall-to-wall screens stream the matches, backed by booming 4D sound in the Lovesac Lounge. Meanwhile, fans can take on friends in foosball or test their skills against a virtual Messi in a 'G-O-A-T' challenge. For something new, try Subsoccer: a fast-paced table-based soccer game where you play seated, kicking under the table for the win. The Hypebeast Kit Bar is the event's prime offering where guests have a chance to score a free Michelob ULTRA jersey and personalize it live with exclusive patches, embroidery, and heat-press graphics. And don't miss Hypebeast Night on Thursday, July 10, where a limited-edition kit drops and stylists help fans build stylish looks. Classic Football Shirts NYC will also be on-site with a rare collection of vintage gear, while digital archives dig deep into jersey history. Elsewhere in the space, photo ops abound—from a trophy flex with the 'Superior Player of the Match' award to share-worthy moments throughout the club. A live broadcast studio hosts watch-along shows, a sports legends panel, and celebrity interviews, adding even more to the lineup. Lock in your RSVPhereand don't miss one of the week's most exciting matchday experiences.
Hypebeast
02-07-2025
- Entertainment
- Hypebeast
Don't Miss Michelob ULTRA's Pitchside Club—the Ultimate NYC Soccer Pop-Up
If you're in New York City during the final week of the FIFA Club World Cup 2025™, there's a good reason to skip the sports ULTRAis taking over a corner of Midtown and turning it into a six-day celebration of soccer, culture, and community with a Pitchside Club pop-up from July 8 to 13. Part hangout spot, part immersive experience, the space is designed for fans who want to be surrounded by the game even when they're miles from the pitch—and it's free if you RSVP. 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.
