HARRISON, N.J. — The New York Red Bulls are revolutionizing the matchday experience with the launch of Hype House, a first-of-its-kind open-air social club at Sports Illustrated Stadium that blends premium access with an electric atmosphere.
Set to open in 2026, the exclusive venue transforms the reimagined Crossbar space on the stadium’s North End into a members-only destination that puts fans in the heart of the action while offering unprecedented access and amenities.
A New Era of Premium Fan Experience
Hype House represents a significant evolution in how Major League Soccer teams engage with their most dedicated supporters. The concept bridges the gap between traditional seating and luxury suite experiences, creating a social hub designed for fans who want more than just a seat at the match.
“Hype House creates a new level of premium at Sports Illustrated Stadium—one that’s social, approachable, and designed for fans who want even more out of matchday,” said Joe Stetson, Chief Revenue Officer of the New York Red Bulls. “It’s the perfect bridge between traditional seating and our suite experiences, giving fans and partners a space that’s vibrant, flexible, and built for connection.”
The club’s open-air design captures the electric energy of match day while providing exclusive perks that elevate the entire experience. Members enter through a private club entrance, bypassing general admission crowds and gaining immediate access to a curated environment built for both watching soccer and socializing.
Premium Amenities and Exclusive Access
Hype House delivers a comprehensive suite of premium features designed to enhance every aspect of the matchday experience:
Culinary Excellence: Levy Restaurants will provide elevated stadium fare that goes beyond typical concession offerings. The menu features signature Hype House cocktails crafted exclusively for club members, along with premium food options that reflect the sophistication of the space.
Entertainment and Atmosphere: The venue features curated music programming and live DJ sets that create an atmosphere charged with the same electricity as the match itself. The open-air design ensures members remain connected to the stadium’s energy while enjoying a more refined environment.
Pitch-Side Access: One of the most coveted perks allows members to walk pitch-side before kickoff, providing an up-close view of pre-match warmups and an insider’s perspective on game day preparations.
Exclusive Merchandise: Hype House members gain access to limited-edition merchandise not available to general admission fans, creating collectible items that commemorate their membership.
Private Facilities: Dedicated restrooms eliminate wait times and provide a more comfortable experience throughout the match.
Interactive Fan Experiences: The club will host exclusive events and interactive opportunities that connect members more deeply with the team and fellow supporters.
Flexible Membership Options
The Red Bulls have designed Hype House membership to accommodate various levels of commitment and group sizes, ensuring accessibility for different types of fans and corporate partners.
Full-Season Memberships: Season ticket members receive the complete Hype House experience for all home matches, along with the full suite of Red Bulls season member perks and benefits.
Partial Season Packages: Fans who can’t commit to a full season can purchase partial season packages that provide access to select matches.
Match Passes: Individual game access allows fans to experience Hype House on a per-match basis.
Group Packages: The venue accommodates groups of all sizes, including large parties of 300 or more, making it ideal for corporate outings, celebrations, and special events.
Season Member Benefits
Hype House season ticket members gain access to an extensive array of exclusive perks beyond matchday access:
- Meet the Team Events: Exclusive opportunities to interact with Red Bulls players and coaching staff
- Open Practice Access: View team training sessions and get an insider’s look at preparation
- Merchandise Discounts: Exclusive discounts on official Red Bulls team merchandise
- Ticket Exchange System: Flexible member ticket exchange for matches you can’t attend
- Events and Concerts: Access to non-soccer events held at Sports Illustrated Stadium
- Loyalty Members+ Benefits: Additional perks for long-term members who demonstrate continued support
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Beyond Matchday: Private Event Venue
Hype House extends its utility beyond Red Bulls’ home matches by offering the space for select private venue rentals. The premium setting provides an ideal backdrop for:
- Brand activations and product launches
- Corporate events and client entertainment
- Private celebrations and milestone events
- One-of-a-kind gatherings that leverage the unique stadium setting
This dual-purpose approach maximizes the venue’s value while creating additional revenue streams for the organization and providing corporate partners with a distinctive event space in the New York metropolitan area.
Strategic Positioning in MLS
The launch of Hype House positions the Red Bulls at the forefront of fan experience innovation in Major League Soccer. As the league continues to grow and attract increasingly diverse audiences, teams are exploring new ways to monetize premium experiences while deepening fan engagement.
The social club model addresses several key trends in sports entertainment:
Experience Over Attendance: Modern fans, particularly younger demographics, prioritize experiences and social connection over simply attending games. Hype House delivers both in a single package.
Premium Accessibility: By offering multiple membership tiers and single-match access, the Red Bulls make premium experiences available to a broader audience than traditional luxury suites.
Multi-Use Venues: The ability to host private events generates year-round value from the space and strengthens corporate partnerships.
Community Building: Exclusive clubs create communities of passionate fans who share common interests and deepen their connection to the team.
Sports Illustrated Stadium Evolution
The addition of Hype House represents the latest evolution of Sports Illustrated Stadium, which has established itself as one of MLS’s premier venues since opening in 2010. The stadium’s location in Harrison, New Jersey, just minutes from Manhattan via PATH train, makes it easily accessible to the New York metropolitan area’s massive soccer fanbase.
The reimagining of the Crossbar space into Hype House demonstrates the Red Bulls’ commitment to continually enhancing the stadium experience and staying ahead of fan expectations. The North End location provides excellent sightlines while creating a distinct atmosphere separate from general admission areas.
Join the Waitlist
With the 2026 opening date approaching, the Red Bulls are now accepting waitlist registrations for Hype House memberships. Interested fans and corporate partners can learn more about membership options, pricing, and exclusive benefits at newyorkredbulls.com/hypehouse.
Early registration ensures priority access to membership selection and the best available options when the club officially opens its doors.
Looking Ahead
As Major League Soccer continues its rapid growth and the New York Red Bulls build on their legacy as one of the league’s founding clubs, Hype House represents a bold vision for the future of fan engagement. The social club model may well set a new standard that other MLS teams look to replicate in their own venues.
For Red Bulls supporters who have long created one of the most passionate atmospheres in MLS, Hype House offers a new way to experience that energy while enjoying premium amenities and exclusive access. It’s a space designed for the modern soccer fan—social, connected, and always in the heart of the action.
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