As a sponsor of the FIFA World Cup 2026, Michelob Ultra held a Hotel & Pitchside event at the Standard Hotel & Biergarten in the Chelsea neighborhood of Manhattan. Across a single week, hundreds of invitees experienced the VIP Treatment on finals week across several spaces day and night. A curated guest journey meant VIPs were treated to a luxury experience across the days ranging from music performances, live match viewings and even transport to and from The Met Life Stadium for the game. The outdoor plaza’s bold trophy installation drew major public and media attention with the exterior facade harnessed for the brand’s visibility during the WC.

In Addition, the Pitchside event at the Biergarten was largely public facing with live viewings of the 2 semi-finals and finals amidst a thoughtfully interwoven branded space. Live music performances by artistes and DJs elevated the special moment attendees had at the event