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 bar. Michelob ULTRA is 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 the Michelob ULTRA Pitchside Club site, lock your RSVP, and catch the semis, the final, and that coveted kit drop.
Michelob ULTRA’s Pitchside Club
July 8 to July 13
SECOND
849 6th Ave. New York, NY (btwn 29th and 30th)
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.
The post Don’t Miss Michelob ULTRA’s Pitchside Club—the Ultimate NYC Soccer Pop-Up appeared first on Hypebeast.
