Stella Artois: WFB (Work from Bar)

With nearly all FIFA World Cup 2026 weekday matches falling during U.S. working hours, Stella Artois – the No. 1 draft beer in NYC bars and restaurants year-to-date¹ – is helping New Yorkers catch every moment by turning Brookfield Place into “Work From Bar HQ” (WFB HQ) for the tournament’s knockout rounds.  

Now open, the 21+, open-to-the-public pop-up in Lower Manhattan features a premium sports bar setup with food and Stella Artois/Stella Artois 0.0 available for purchase, and even a bookable, sound-proof conference room (which you can sign up to book now HERE). The space will have all you need to “Work From Bar” from WiFi to outlets, all within view of the TVs to not miss any of the action. Soccer fans can also try their hand on a soccer pitch and gaming zone, open to fans of all ages.    

 Location: The Winter Garden at Brookfield Place - 230 Vesey St, New York, NY 10281 

• Dates: Sunday, June 28 – Sunday, July 19 
• Operation Hours: 11:00AM – 7:00PM EST 
  • **Please note a valid 21+ ID will be needed to enter the bar space and conference rooms. Conference rooms are available on a first come, first served basis, so please let us know in advance if you’d like to book it.  

 Stella Artois is also reallocating $100K of its “marketing budget” toward expensing matchday orders and giving them permission to WFB. From 9a – 5p during FIFA World Cup 2026™ weekday matches, fans 21+ can head to their local bar or pub and, after purchasing a Stella Artois, submit their receipt as an “expense report” for reimbursement.  

Chris Jones, VP-Marketing for Premium Brands at Anheuser-Busch, said: “‘Work From Bar’ is built on a simple belief: the best moments of the tournament happen in the stadiums outside the stadiums, where the real energy of the game lives. With so many matches taking place during the workday, this is a rare cultural moment that deserves to be experienced together in a bar – not from behind a desk.

"Whether it’s coworkers swapping conference rooms for bar stools or employers giving their teams permission to be part of the action, WFB is about creating space for genuine human connection around the world’s biggest sporting event."