Michelob ULTRA brings World Cup pop-up with jersey customization to Santa Monica Pier
Michelob ULTRA turned Santa Monica Pier into a 21+ World Cup stop with live jersey customization, making the event itself feel like a personalized gift.
Santa Monica Pier has become a World Cup gift moment with a deadline attached: Michelob ULTRA’s Pitchside Club opened June 12 and runs through June 25, giving fans ages 21 and over a free, RSVP-only entry into a premium soccer space that is as much about keepsakes as it is about matches. The draw is not just the viewing party. It is the ability to walk out with a jersey customized on site, the kind of immediate, event-tied souvenir that feels more deliberate than a bought-in-advance shirt.
Created in partnership with the LA Galaxy Foundation, the activation sits inside Michelob ULTRA’s larger role as the Official Beer Sponsor of the FIFA World Cup 2026™. That matters because the brand is not simply dressing up a bar area for the tournament. It is using one of Los Angeles’ most recognizable public spaces to turn a sports ticket into a shareable memento, with the jersey customization giving the pop-up a personal edge that standard merchandise tables rarely manage.
The opening-night lineup made the point loudly. Kevin Hart hosted the private June 11 kickoff, with live performances from Ludacris, DJ Pee .Wee and Disco Lines, plus appearances from soccer legends and celebrity guests. A drone show narrated by Christian Pulisic helped set the tone ahead of the U.S. men’s national team’s match against Paraguay on June 12, giving the launch the kind of spectacle that makes the night itself part of the gift.
Public programming is built to keep that momentum going. The club features daily FIFA World Cup match viewing, DJs and freestyle performances, soccer-themed interactive games, athlete appearances, merchandise and a photo opportunity with Michelob ULTRA’s newly designed Superior Player of the Match Trophy. Men in Blazers is set for live shows on June 12 and June 20, while fans will also have a shot on goal with a soccer legend.
Santa Monica is framing the Pitchside Club as part of six weeks of citywide World Cup programming, with additional watch parties and activations at Santa Monica Place and the Annenberg Community Beach House, all within easy reach of Los Angeles matches at SoFi Stadium. Michelob ULTRA has widened its soccer footprint with campaigns featuring Lionel Messi, Christian Pulisic, Guillermo Ochoa, Alex Morgan, Ronaldo Nazário and Billy Bob Thornton, but the Pier activation stands out for one simple reason: it gives fans something personalized, immediate and tied to the memory of the match itself.
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