Jun
14,
2026
As Los Angeles continues to embrace FIFA World Cup 2026 fever, Michelob ULTRA officially kicked off one of the city’s most anticipated fan experiences with the debut of the Michelob ULTRA Pitchside Club at the iconic Santa Monica Pier.
Created in partnership with the LA Galaxy Foundation, the premium 21+ soccer social hub opened with a star-studded celebration on June 11, transforming the famous beachfront destination into a vibrant gathering place for soccer fans ahead of the tournament’s opening matches.
The opening night event brought together celebrities, athletes, influencers, and VIP guests for an evening that blended sports, music, and culture. Comedian and actor Kevin Hart welcomed attendees to the festivities, helping officially launch the immersive fan destination that will remain open to the public throughout the early weeks of the tournament.
The celebration also featured live performances from Grammy-winning rapper Ludacris, DJ Pee .Wee, and electronic music artist Disco Lines, who kept the crowd energized throughout the evening.
Among the celebrity guests in attendance was actress and entrepreneur Shay Mitchell, who joined the festivities by customizing a soccer jersey at the activation. Reality television (Bachelor franchise) favorites Tyler Cameron and Joey Graziadei traded roses for beer taps, stepping behind the bar to serve Michelob ULTRA to guests during the opening-night celebration.
One of the evening’s most memorable moments came when the brand illuminated the Santa Monica coastline with a massive drone spectacular featuring more than 2,500 drones. Narrated by U.S. Men’s National Team star Christian Pulisic, the aerial display celebrated soccer’s arrival in Los Angeles while rallying fans ahead of Team USA’s opening World Cup match.
The activation is part of Michelob ULTRA’s role as the Official Beer Sponsor of the FIFA World Cup 2026™ and reflects the growing convergence of sports, entertainment, and experiential marketing surrounding the tournament.
Beginning June 12 and running through June 25, the Michelob ULTRA Pitchside Club is open to the public for fans ages 21 and older. Visitors can reserve free timed-entry access to watch matches, participate in soccer-themed games, enjoy special appearances from soccer legends, and attend live programming from popular soccer media brand Men in Blazers.
