HOUSTON – A 35,000-square-foot pop-up from Ben Berg, Army Sadeghi and Brian Ching brings food, nightlife, luxury hospitality and headline entertainment to EaDo for FIFA World Cup 2026™.
For most of the year, the former Warehouse Live sits quietly in Houston’s East Downtown district.
This summer, it becomes something entirely different.
For just 39 days, “Pitch Live” will transform the cavernous venue into one of Houston’s most ambitious pop-up experiences—a sprawling entertainment destination where soccer, food, nightlife and hospitality collide just steps from the official FIFA Fan Festival™ during FIFA World Cup 2026™.
The 35,000-square-foot concept is the brainchild of three Houstonians with very different skill sets but one shared goal: creating a destination worthy of the world’s biggest sporting event.
There’s Ben Berg, the restaurateur behind Berg Hospitality Group and the wildly popular Ranch concept. There’s Army Sadeghi, the nightlife force behind some of Houston’s most recognizable late-night destinations. And then there’s Brian Ching, Houston soccer royalty, former Houston Dynamo star and World Cup ambassador who understands better than most what this tournament means to the city.
Together, they’ve built something that feels less like a watch party and more like a temporary entertainment district.
By day, guests can settle in for food, drinks and match viewing. By night, the energy shifts as DJs, special events and headline performances take over the venue.
The biggest name announced so far? International superstar DJ Diplo, who will headline opening night at “Pitch Live” on June 11. Organizers say landing an artist of that caliber was intentional—a signal that this isn’t just another sports bar activation. It’s a destination designed to showcase Houston on a global stage.
And then there’s the food.
Guests can expect loaded brisket fries, Texas Wagyu burgers, oversized steak sandwiches and barbecue smoked on site. The menu leans heavily into Texas flavors, giving international visitors a taste of Houston while providing locals with the kind of indulgent game-day fare that pairs perfectly with a long afternoon of soccer and celebration.
Still, perhaps the most talked-about space inside “Pitch Live” isn’t the main stage.
Tucked away from the crowds is the ultra-exclusive Rémy Martin Room, a VIP experience designed for guests seeking a more elevated way to experience the tournament. Premium pours, private hospitality and limited access make it one of the most exclusive spaces in the entire complex. While thousands of visitors will pass through “Pitch Live” this summer, only a select few will ever see what happens behind those doors.
That exclusivity is part of the appeal.
Unlike a traditional restaurant or entertainment venue, “Pitch Live” has an expiration date.
The massive build-out, the headline entertainment, the food program, the luxury lounges and the citywide buzz surrounding it all will exist for just 39 days before disappearing on July 19.
No second season. No encore.
Just one unforgettable summer when Houston welcomes the world and “Pitch Live” sits right at the center of the celebration.