MICHELOB ULTRA X FIFA CLUB WORLD CUP PITCHSIDE CLUB 2025
Role: Director of Production
Agency: Momentum WW
Challenge / Objective: Michelob ULTRA tasked our team to come up with a creative activation concept for the FIFA Club World Cup final. After several rounds of ideation, renderings, budget exercises, we brought to life the, Michelob ULTRA Pitchside Club. This quickly became the premier spot for Club World Cup fans—where soccer culture, community, and brand come together to harness the tournament’s peak energy and deepen connections with consumers.
The Pitchside Club offered several different experiential touch points, including A fully branded space immersing guests in Michelob ULTRA and the FIFA Club World Cup—rooted in soccer culture, sparking buzz, and serving as the go-to hub for VIPs, influencers, and celebs.
Results: Our activation took over the SECOND venue in Manhattan, NY with the addition of their shared public park.
(4) months of pre-pro, (3) install days, (6) live days, (2) strike days
Live from Tuesday, July 8th - Sunday, July 13th 2025 from 2pm - 9pm, with an exclusive VIP night for celebs, influencers and ABI executives featuring world renowned, Axwell from Swedish House Mafia.
Consumers started their journey through the GA entrance which was featured in the public park attached to the Venue, where they would interact with our “Play to get in” moment. This interactive engagement had consumers try their best shot of scoring a goal on a professionally goalie (where they were let in on the 3rd try). The goal and structure were custom fabricated to create a soccer pitch, which scaled 14’H x 40’L x 30’W. While event goers waited their turn they could help them selves to a variety of Michelob ULTRA products, listen to music, engage with our Brand Ambassadors or watch the live match on the custom billboard screen.
Once consumers entered inside they were transported into our FIFA Museum Tunnel, which housed over 25+ artifacts from different football legends across the world, which were art handled from the FIFA museum in Zurich, Switzerland. Each artifact was housed in a custom fabricated showcase built into a wall system that mimicked goalie netting to tie into our football thematic. This space also included dynamic lighting and sound to bring in a full 360 degree experience where consumers felt like they were walking onto the pitch as they neared the end of the tunnel.
Leaving the tunnel consumers then Entered our “Match Bar” where guests could watch the live broadcast from Men in Blazers on 10’ custom LED wall accompanied by full surround sound and LED panels that covered the ceiling for a full encompassing viewing experience. The Match Bar also included a custom fabricated Broadcast Booth for Men in Blazers to do a live broadcast of their show along with a panel discussion with several sports legends
From the Match Bar event goers then entered into our Kit Bar which, where they could browse over 60+ rare vintage jerseys for purchase from our partnership with Classic Football Shirts or get a customized Michelob Ultra Jersey with their name, favorite number on the back and choose from a varitey of custom patches. Jerseys were heat pressed onsite for an immediate premium giveaway experience.
Once consumers left the Kit Bar they entered into our Game Room Bar which offered a premium luxury viewing area built out with from our partnership with Lovesac with over (7) large LED screens from our Hisense partner for watchability. Guests were also enjoying complimentary passed food and had access to our open bar serving a variety of Michelob ULTRA and NA products.
At the end of the Match Bar, event goers had the opportunity to challenge Lionel Messi in a game of football G.O.A.T where our custom built tech showcased a vitrual reality experience to preform different football juggling tricks against vitrual Messi to spell out G.O.A.T. to win limited merch.
KEY METRICS:
5k Event Attendees
600+ Standy/Walk-Ups
23.5k Total RSVPs
2.5+ Hours of Activation Dwell Time
8k+ Michelob Ultra Products Consumed
423MM + Earned Impressions (PR - Online/Broadcast)
20MM+ Influencer & Partner Impressions (Social)
