The World Cup has begun, and everyone is out celebrating this huge moment for North America, which serves as this year’s host for the games. Last night, before today’s big kick-off game in the U.S., Michelob ULTRA hosted an event at the Michelob ULTRA Pitchside Club in Santa Monica, featuring special performances by Ludacris, Disco Lines, and DJ Pee.Wee. Celebrities Kevin Hart, Shay Mitchell, Brooks Nader, Tyler Cameron, Josh Brubaker, and more were in attendance.
Tonight, the U.S. men’s national team, who were given the nickname ‘Golden Generation,’ will face Paraguay at Sofi Stadium in Inglewood, California.
Michelob ULTRA was named the Official Beer Sponsor of the FIFA World Cup 2026 and debuted its new Pitchside Club, a premium, 21+ soccer social hub at the Santa Monica Pier, created in partnership with the LA Galaxy Foundation. The location will now be a place for fans to watch the World Cup games.
Host of the night, comedian Kevin Hart, welcomed the VIP and celebrity guests to the Michelob ULTRA Pitchside Club. Hart has been a fan of the sport for years, having been a soccer dad and even trained with the LA Galaxy for the 2020 YouTube original series “What the Fit.” Hart partnered with Michelob ULTRA on their World Cup Campaign.
“I’m becoming a big fan of the sport, so I’m really excited to be here,” Hart tells the crowd.
The performances by rapper Ludacris, DJ Pee .Wee (Anderson.Paak), and Disco Lines took over the night at the event, with Ludacris performing his popular hits, including “Rollout (My Business),” “All I Do Is Win,” and his new song, “Pull Over.” Ludacris will appear in several events in his hometown of Atlanta surrounding the World Cup.
DJ Pee .Wee played a dynamic blend of his hit songs (His 2016 song “Come Down”) and other famous tracks, including Waka Flocka Flame’s “Brick Squad.”
The event also featured customized soccer jerseys, a chance to score a goal (with a goalie trying to stop you), photo ops (including a giant World Cup trophy), and plenty of Michelob ULTRA to drink. The event also featured a drone show, featuring more than 2500 drones in the sky, narrated by U.S. Men’s National Team’s Christian Pulisic. Michelob ULTRA welcomed everyone to The FIFA World Cup 2026, and celebrated its American National Team.
Now through June 25, the Michelob ULTRA Pitchside Club opens to the public. Fans must RVP for free timed entry to watch the matches, play soccer-themed games, and may have surprise appearances by legends. Michelob ULTRA has also opened a location for a limited time in New York at The Standard, High Line in New York City. Fans can RSVP here (must be age 21 and over).