The Santa Monica Pier Went Full Pitchside for Michelob ULTRA’s Massive Soccer Celebration
Culture Index
Score Breakdown
Relevance
14/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
4/15
5-Axis Cultural Radar
The Michelob ULTRA Pitchside Club is the ultimate seaside hub for soccer culture, taking over the iconic Santa Monica Pier in California for a full-run celebration from June 12 to 25. While the interactive space drew crowds daily, the energy reached a peak on June 17 for a dedicated, high-hyped evening event. Built to celebrate the sport’s massive crossover into lifestyle and fashion, the entire t
