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License Agreement with Anheuser-Busch and Momentum

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State & Local

Contract Overview

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The City of Santa Monica has entered into a license agreement with Anheuser-Busch and Momentum to host the Pitchside Club fan festival experience at the Santa Monica Pier in June 2026. This 15-day special event is designed as a high-energy soccer social club for attendees aged 21 and over to celebrate the FIFA World Cup 2026. The activation will feature a blend of live match watch parties and interactive soccer-inspired games and programming. The project involves the installation of temporary equipment and facilities serving as accessory structures, though it will not expand the existing pier structure. Due to the temporary nature of the event and the history of similar activities at the location, the project is categorically exempt under CEQA Guidelines Sections 15301, 15303, 15311, and 15323. Administrative oversight is managed by Environmental Planner Rachel Kwok.

General Info

Santa Monica Pier hosts Anheuser-Busch Pitchside Club fan festival for FIFA World Cup 2026.

Agency

California → City of Santa Monica

NAICS

711320 - Promoters of Performing Arts, Sports, and Similar Events without Facilities

Place of Performance

Santa Monica, CA, 90401

Set-Aside

NONE

Documents

(0)

No documents available

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Timeline

PostedApr 17

forecast

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Organization & Contact Information

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AgencyCalifornia → City of Santa Monica

Contacts1 person available

OfficeN/A

Organization / Agency

California → City of Santa Monica

Office AddressN/A

Contacts

Rachel KwokEnvironmental Planner

contact@example.gov

+1 (555) 000-0000

Full Description

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The project consists of a license agreement with Anheuser-Busch and Momentum to host a "Pitchside Club" fan festival experience at the Santa Monica Pier in June 2026. The Pitchside Club will be a one-of-a-kind destination for fans to come together and celebrate the FIFA World Cup 2026 in a high-energy environment. Designed to give fans (21+ up) a Superior Soccer Social Club experience, the fan activation will blend live match watch parties with interactive soccer inspired games and programming for soccer fans.

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