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As if New York wasn't already preparing for a summer of soccer-fueled chaos, celebrity sightings and waterfront parties, there's now one more thing headed for the Hudson River: a 200-foot-plus luxury yacht sponsored by tequila.
In the lead-up to the FIFA World Cup 2026 Final, Tequila Don Julio 1942 will bring Port of Champions to Manhattan, a week-long waterfront takeover centered around a megayacht that will dock at Chelsea Piers from July 13 through July 19.
Don Julio will turn Pier 59 into what it describes as a luxury hospitality destination, extending across the waterfront and into the Chelsea Piers driving range for a week of parties, tastings, dining experiences and World Cup-themed celebrations.
According to the brand, Port of Champions will host day-to-night programming throughout the tournament’s final week, including match-day viewing events, late-night parties with DJs, luxury dining experiences, content and podcast studios and tequila tastings aboard the yacht itself. (One of the more intriguing details is an onboard speakeasy dedicated to intimate tasting experiences.)
The activation arrives right as New York prepares to host the FIFA World Cup Final on July 19 at MetLife Stadium, one of the biggest sporting events ever staged in the area. With hundreds of thousands of visitors expected across the region during tournament week, brands have been racing to claim their own slice of the celebration. Don Julio's entry may be among the most ambitious.
New Yorkers have seen plenty of oversized spectacles dock along the Hudson over the years, but a floating luxury tequila lounge arriving for the World Cup Final feels uniquely suited to the city's latest era of sports-meets-entertainment extravagance.
Whether you're attending an exclusive event or simply spotting a massive yacht while walking the West Side Highway, expect Port of Champions to become one of the more talked-about additions to an already packed World Cup week.
After all, if you're going to throw a party for the biggest soccer match on the planet, you might as well bring your own yacht.