Michelob ULTRA, the Official Beer Sponsor of the FIFA World Cup 2026™, is transforming the iconic Santa Monica Pier into the ultimate summer sanctuary for soccer purists. Running from June 12 to 25, Michelob ULTRA Pitchside Club is a massive, public celebration of subcultures driving the sport forward.

Powered by Hypebeast, the heart of the pop-up taps directly into the meteoric rise of soccer fashion. Step into the custom-built Locker Room setup where you’ll have the chance to express your own style creatively. Fans can grab limited-edition kits and hit a live-press customization station to stamp their own flavor onto the jerseys using exclusive Hypebeast and tournament patches. To keep the energy locked in, Hypebeast will be on-site conducting live “fit check” interviews. If your kit game is strong enough to turn heads, you might just find your look featured on our platforms.

Beyond the aesthetic, the pier will serve as a high-octane community hub where you can actually kick a ball and catch the FIFA World Cup™ action daily. The space is packed with interactive touchpoints, giving you the chance to talk trash over a game of sub soccer, dominate the foosball tables, or test your skills by trying to mirror the G.O.A.T. Lionel Messi in a series of freestyle ball tricks. Additionally, you can see live soccer legends in attendance or even snap a photo alongside the newly designed Superior Player of the Match Trophy. Lastly, when the California sun starts baking the pier, the custom Match Bar will be serving up crisp, cold pours of standard Michelob ULTRA alongside Michelob ULTRA Zero to keep everyone refreshed.