Walmart is latching on to the growing interest in soccer, embarking on a multi-year partnership with Major League Soccer (MLS) and Leagues Cup. The deal kicks off with the Leagues Cup tournament between clubs from MLS and LIGA MX, a high-level Mexican soccer league, in an event running through Aug. 31, 2025.
The partnership will include Walmart activations across stadiums, screens and stores as it seeks to serve fans both with IRL experiences and merchandise, arriving soon, that will include soccer gear, as well as items for hosting a watch party or connecting with local soccer communities. All of these will be available through the Walmart Soccer curated shopping hub.
“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S.,” said William White, Chief Marketing Officer at Walmart in a statement. “Walmart is focused on celebrating the game and making it more personal for fans. It’s about celebrating the passion of soccer lovers and creating opportunities for them to connect with the game they love.”
In addition to the Leagues Cup Spotlight, the partnership will include:
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- Dedicated programming on Saturdays: Beginning in 2026, Saturdays will feature elevated storytelling designed to spotlight marquee matchups and enhance how fans connect with MLS across platforms;
- Support for the new MLS custom creator network, which will bring together cultural influencers, designers, players and teams to deliver exclusive behind-the-scenes content highlighting Walmart’s dedication to soccer; and
- Multichannel fan engagement, including digital and IRL experiences at rivalry matches, tentpole events and community activations, along with branded integrations and national media moments.
MLS claims the youngest and most diverse fan base in North American pro sports, and with the 2026 World Cup (which will be hosted in North America) on the horizon, the sport’s popularity will continue to blossom. “MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America,” said Carter Ladd, EVP and Chief Revenue Officer at MLS in a statement. “The partnership with Walmart reflects our shared commitment to reaching fans in fresh, authentic ways.”
