Your First Look at Michelob ULTRA’s Pitchside Club Event in NYC

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The Michelob ULTRA Pitchside Club in New York City has officially begun its operations! If you haven’t confirmed your attendance yet, now is the perfect time to do so at the official event webpage. A friendly heads-up: entry is only for those aged 21 and above, it’s free, but space is limited, so act quickly!

Nestled in midtown Manhattan’s 849 6th Ave., this pop-up event space (operating from July 8–13) serves as a luxury soccer haven. Here, soccer aficionados can witness the remaining matches of FIFA Club World Cup 2025™. The Pitchside Club merges the excitement of the tournament with an exclusive fan experience. Inside, you’ll find vintage jerseys, refreshing beverages, and heart-pounding match screenings—all in one location, tailor-made for diehard soccer fans.

Upon entering, you’ll navigate through a player tunnel adorned with unique items from the FIFA Museum, such as Pelé’s 1962 Brazil kit and a Real Madrid jersey worn by Cristiano Ronaldo during a game. Inside, large screens broadcast matches while powerful 4D sound fills the Lovesac Lounge. Competitive fans can challenge their friends at foosball or face off against a virtual Messi in a “G-O-A-T” matchup. If you’re looking for something different, give Subsoccer a try – it’s an exciting table game where you play seated, kicking balls under the table to win.

At the main attraction of the event, known as the TopMob Kit Bar, guests can attempt to win a complimentary Michelob ULTRA jersey and customize it instantly using unique patches, embroidery, and heat-press graphics. Furthermore, don’t forget to check out TopMob Night on Thursday, July 10, when an exclusive kit is released and fashion experts guide fans in creating trendy ensembles. Additionally, Classic Football Shirts NYC will be present with a one-of-a-kind selection of vintage clothing, while digital resources delve into the rich history of jerseys.

In other parts of space (metaphorically speaking), there are plenty of chances for memorable photos – like striking a pose with the “Superior Player of the Match” trophy, or capturing interesting moments around the club. A live broadcast studio offers interactive shows, discussions with sports greats, and celebrity chats, making the event even more exciting.

Lock in your RSVP here and don’t miss one of the week’s most exciting matchday experiences.

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2025-07-10 16:26