Michelob ULTRA Pitchside Club

Michelob ULTRA—the official beer sponsor of the FIFA World Cup 2026—is teaming up with the LA Galaxy Foundation for this oceanfront fun zone for soccer fans at the Santa Monica Pier. Kevin Hart will host the invite-only opening-night party, with sets by Ludacris, DJ Pee .Wee and Disco Lines, appearances by soccer legends and a drone show. But for the following two weeks, all are welcome to enter the pop-up pitchside club—you just need to kick a ball past the bouncer/goalie. Once you’re in, watch the day’s matches, test your soccer skills against Lionel Messi in a virtual G.O.A.T. challenge, get a soccer jersey customized and even snap a pic with the Superior Player of the Match Trophy. The event is free and only for guests 21 and up—think of it as a grown-up summer camp with lots and lots of beer.