The event will also include appearances by soccer legends and celebrity guests, along with a drone show narrated by U.S. Men’s National Team star Christian Pulisic ahead of the United States’ opening World Cup match.
As Los Angeles prepares to host matches during the FIFA World Cup, Michelob ULTRA is bringing a major fan activation with the debut of the Michelob ULTRA Pitchside Club at the Santa Monica Pier.
The 21-and-over fan destination will open to the public June 12 and run through June 25, coinciding with the opening weeks of the FIFA World Cup in the United States.
The Pitchside Club will officially launch with an invite-only VIP event on June 11 featuring appearances and performances by comedian Kevin Hart, rapper Snoop Dogg, DJ Pee .Wee and electronic music artist Disco Lines. The event will also include appearances by soccer legends and celebrity guests, along with a drone show narrated by U.S. Men’s National Team star Christian Pulisic ahead of the United States’ opening World Cup match against Paraguay on June 12.
Fans 21 and older can enter for a chance to attend the opening-night event through a Michelob ULTRA sweepstakes.
Following the private kickoff, the venue will open daily to the public with free timed entry available through advance registration.
Programming during the two-week activation will include live broadcasts of FIFA World Cup matches, daily DJ performances, freestyle soccer exhibitions, interactive soccer games, jersey customization stations and opportunities to participate in soccer challenges alongside former professional players.
The schedule also includes special programming tied to major tournament matchups. On June 18, the venue will host a celebration surrounding Mexico’s World Cup match against South Korea featuring appearances by former Mexican National Team players. Sports media brand Men in Blazers is also scheduled to host live shows at the venue on June 12 and June 20.
Ricardo Marques, senior vice president of marketing for Michelob ULTRA, said the company selected the Santa Monica Pier because of its global recognition and its role as a gathering place for both local residents and international visitors.
The activation comes as Los Angeles enters a period of major international sporting events. In addition to hosting FIFA World Cup matches this summer, the region is preparing for Super Bowl LXI in 2027 and the 2028 Olympic and Paralympic Games.
