Michelob ULTRA will launch Soccer Celebrations with a UEFA Champions League watch party at Union Yards on May 30, offering fans an interactive experience and the chance to win two tickets to an upcoming match in Philadelphia.
Attendees can participate in the soccer Pop‑A‑Shot challenge at Union Yards, where the highest scorer by day’s end will receive two group stage tickets. Fans aged 21 and over will also be offered a complimentary beer courtesy of Michelob ULTRA. The event marks the beginning of a series of free, fan-focused Soccer Celebration events presented by Michelob ULTRA throughout this summer’s global tournament.
The celebration series officially begins on June 11 with live viewings of the opening FIFA World Cup 2026 group-stage match between Mexico and South Africa at 3 p.m. Eastern Time. Throughout the tournament, Union Yards and Reaney Street will serve as central gathering places for fans, featuring entertainment such as live music, special appearances, interactive games, giveaways, and live broadcasts of select matches on a large LED screen.
Food and beverage offerings during these events will include “Flavors of the Matchday,” a rotating menu inspired by competing nations’ cuisines. Michelob ULTRA is featured as the primary beverage for Soccer Celebrations. The Fan Activation Zone—powered by Associate Partners Visit PA, Visit Delco, and Discover Lancaster—will offer competitions and experiences that promote regional pride among attendees.
Soccer Celebration events are free but require advance registration through SeatGeek. Interested fans can obtain complimentary tickets via Philadelphia Union’s official ticketing partner. Philadelphia Union operates as a professional soccer team in Major League Soccer with its home stadium Subaru Park located in Chester; it offers competitive matches along with community engagement initiatives, according to the official website.
