Inside the Michelob ULTRA Fan Experience at FIFA World Cup 2026, LA

THE PITCHSIDE CLUB:  We Got In. Here's What Happened.

The World Cup is in Los Angeles. And while the whole city is buzzing, one place has emerged as the absolute centre of it all,the Michelob ULTRA Pitchside Club at Santa Monica Pier. Creators RonShredz, Sassi Zavala, and Matty FC were there for the USA vs. Paraguay match, getting a close-up look at one of the most talked-about fan experiences of the tournament.

Here is what went down.

You Have to Score to Get In

No Wristband. No velvet rope. The only way into the Michelob ULTRA Pitchside Club is to beat the bouncer, who is also the goalkeeper. Fans step up, take their shot, and if the ball hits the back of the net, the doors open. If not, they go again.

But when that ball goes in and the doors swing open? The feeling is unmatched. Fans earn their way in,and that energy sets the tone for everything that follows.

Going Head to Head With Messi in Virtual Reality

This is where the Pitchside Club goes from a great fan experience to genuinely extraordinary. Inside the venue there's a Virtual Reality experience where fans go head to head against Lionel Messi himself in a game called G.O.A.T.S. Each player sets a challenge, Messi responds, and the duel continues until someone spells out G.O.A.T.S.

The goal isn't just to score. It's to impress the greatest of all time. Virtual Messi is locked in. Virtual Messi does not go easy. 

Music, DJs, Drinks, and Everything Ready for a Big Day of Football

The Pitchside Club had everything set up for exactly the kind of day a World Cup match deserves. Music all day. DJs holding it down between fixtures. Cold Michelob ULTRAs flowing from first kick to final whistle. A crowd that knew the game and felt every second of it.

RonShredz, Sassi Zavala, and Matty FC for USA vs. Paraguay

For the USA vs. Paraguay match, the Pitchside Club had some of the biggest names in football content inside its doors. RonShredz, Sassi Zavala, and Matty FC were all there, getting the full experience screen.
Their presence said something important about what the Pitchside Club actually is. This is where football culture, creator culture, and genuine fan love all show up to the same place at the same time.

Matty FC also made his mark off the pitch, handing out the Ultra Superior Player of the Match award for the Egypt vs. Belgium game.

The Verdict

The Michelob ULTRA Pitchside Club delivers everything a World Cup fan could ask for. Earn your way in, take on Messi in VR, customize your kit, and watch the action unfold surrounded by some of football's biggest creators, including RonShredz, Sassi Zavala, and Matty FC. The result is more than a fan zone; it's a meeting point for football, creators, and the community that makes the game special.