The Beverly Hills Football Club Limited Edition Collection includes items inspired by the 2026 World Cup. (photo courtesy of the Beverly Hills Conference & Visitors Bureau)

The Beverly Hills Conference & Visitors Bureau is launching a series of culinary, hospitality and retail promotions tied to the 2026 FIFA World Cup, positioning Beverly Hills as a destination for visitors attending matches in Los Angeles and travelers visiting Southern California during the tournament.

The initiative includes Culinary Goals, a citywide program running through July 10 featuring limited-time menu items and specialty cocktails inspired by countries participating in the tournament.

“The World Cup is one of the most unifying global moments in sports,” Beverly Hills Conference & Visitors Bureau CEO Julie Wagner said. “Beverly Hills has long been a favorite of visitors from all over the globe for its allure and unique experiences. We are excited to celebrate this momentous occasion with commemorative merchandise and special offerings from our award-winning hotels and restaurants.”

Participating properties include Avalon Beverly Hills, where Viviane Restaurant will offer an “Appetizers of the World” menu during daily happy hour; the Beverly Wilshire, Beverly Hills, A Four Seasons Hotel, where CUT Lounge will host a soccer viewing experience called Legends Lounge from July 9-19; and L’Ermitage Beverly Hills, where Costa Covo Osteria and rooftop lounge Poza will feature food and cocktail pairings inspired by international flavors.

Additional participating venues include Marea Beverly Hills; SIXTY Beverly Hills Rooftop Bar & Lounge; The Beverly Hills Hotel’s Polo Lounge; The Beverly Hilton’s Circa 55 rooftop restaurant and lounge; The Maybourne Beverly Hills’ Terrace; and The Peninsula Beverly Hills’ Roof Garden. Each location will offer tournament-themed dishes, beverages or specialty menus during the promotion.

The tourism bureau has also launched the Beverly Hills Football Club Limited Edition Collection, a fashion capsule inspired by the tournament. The collection includes apparel such as crewnecks, joggers and a black-and-gold Beverly Hills Football Club jersey featuring a design that combines a soccer ball with the city’s shield emblem.

The collection will also be featured in two new soccer-themed episodes of the bureau’s “Cuisine & Couture” social media series, which highlights fashion, dining and hospitality experiences in Beverly Hills. Scheduled to debut on the @lovebevhills social media channels in June and July, the episodes follow influencers Tiffany Ma and Matt Fine as they visit four Beverly Hills hotels and restaurants, sample tournament-inspired menu offerings and meet participating chefs and mixologists.

For information, visit lovebeverlyhills.com.