‘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.

Fans can experience WFB both in-person and nationwide. The new initiative encourages fans to trade their desks in office or at home for their local bar, bringing their laptops along with them to WFB — and Stella Artois is putting up $100,000 for fans who do so.

From 9 a.m. to 5 p.m. during FIFA World Cup 2026™ weekday matches, fans 21+ can head to their local bar or pub and, after purchasing a Stella Artois 0.0 or Stella Artois, submit their receipt as an “expense report” for reimbursement.

Beginning June 28 for the knockout rounds, NYC-based fans can check out the Work From Bar HQ popping up at Brookfield Place, featuring a full sports bar in the heart of the bustling downtown Manhattan complex.

The space will feature plenty of TVs and outlets, plus a bookable conference room.

Starting June 22, you can sign up to book the conference room and prepare to bring the energy of the “stadiums outside the stadiums” to life during the workday.