Michelob ULTRA Turned The World Cup 2026 Into A Room, And Our Creators Were In It

The Santa Monica Pier does not usually feel like a football ground. On the night of 11 June, it did.

Michelob ULTRA opened its Pitchside Club there with an invite-only kickoff hosted by Kevin Hart, sets from Ludacris, DJ Pee Wee and Disco Lines, and more than 2,500 drones rising over the beach to a narration from Christian Pulisic. Sassi Zavala, Matty FC, RonShredz, Melu, Rose and Nieve were all inside for it.

Then the tournament started, and they kept coming back.

Then The Trophy Changed Hands

Dallas, 22 June. Argentina had just beaten Austria 2-0 and the Michelob ULTRA Superior Player of the Match trophy was going to Lionel Messi.

Melu Bertetti carried it out to him.

A creator from Ushuaia, right at the bottom of the map, handing the trophy to the most decorated recipient the award has ever had. Her post went past 200,000 likes inside a day and Argentine media covered it as a story about her, not just about him.

Matty FC had already had his moment in Seattle. Egypt opened their tournament against Belgium, Emam Ashour struck the fastest goal of the opening round, and Matty handed him the trophy afterwards.

RonShredz got his after USA beat Bosnia and Herzegovina 2-0, presenting to Malik Tillman in front of a home crowd that had voted him there.

Three creators. Three trophies. One summer

One Last Night On The Water

Final week moved east. Michelob ULTRA took the Pitchside Club to New York and took the creators out on the water with it.

That was the last stop in a summer full of them. Sassi, RonShredz, Melu and Matty had been inside stadiums with Michelob ULTRA all tournament, match after match, group stage through to the closing weekend.

On 19 July they were in the building for Spain against Argentina.

Spain won it 1-0.

Messi sat on the grass at the end of a twenty-year World Cup story, and the brand that had spent the summer handing out trophies had its tribute to him live within hours.

Our creators saw all of it from inside the ground.