The Soccer Celebration presented by Michelob ULTRA opened its doors at Union Yards, turning the waterfront venue into a temporary arena for fans eager to catch the excitement of the upcoming FIFA World Cup 2026.
A Free, Fan‑Focused Festival
The event is completely free to the public, inviting supporters to gather around a massive LED screen that will broadcast select World Cup matches live, while a globally inspired menu pairs each bite with the crisp finish of Michelob ULTRA.
Beyond the games, the celebration features a lively soundtrack of live music and a series of interactive games designed to keep the energy high throughout the tournament.
Fan Activation Zone Powered by Local Partners
A dedicated Fan Activation Zone, built in collaboration with regional partners including Visit PA, Visit Delco and Discover Lancaster, offers hands‑on experiences that let supporters showcase their club and country pride in a tournament‑long challenge.
Organizers have also teamed up with SeatGeek, leveraging the platform’s ticketing expertise to streamline advance registration, which is required for entry.
Registration and Regional Reach
Fans must register in advance through the official portal to secure their spot, a process that also unlocks access to exclusive giveaways and the chance to win Michelob ULTRA‑branded merchandise.
The celebration forms part of a broader series of soccer‑centric events unfolding across the United States as the 2026 World Cup approaches, highlighting the growing synergy between sports, entertainment and community engagement.