Michelob Ultra Pitchside Club

Michelob Ultra takes over The Standard Biergarten for the final week of the FIFA World Cup 2026, turning the Meatpacking District staple into a 21-plus watch party with live match viewing, a virtual Messi challenge, jersey customization, and limited-edition merch through the July 19 final at MetLife Stadium. Entry is free with an advance timed-entry reservation.

Michelob Ultra takes over The Standard Biergarten for the final week of the FIFA World Cup 2026, running its 21-plus Pitchside Club through the July 19 final at MetLife Stadium. The activation includes live match viewing, soccer-inspired games such as a virtual Messi challenge, jersey customization, limited-edition merch and guest appearances. Entry follows the format of the brand's earlier Santa Monica outpost, which was free with an advance timed-entry reservation.