For Immediate Release
MLS Communications |
|
|
|
|
Walmart Signs Multi-Year Partnership with Major League Soccer and Leagues Cup to Elevate the Game for U.S. Fans
New collaboration fuels fan culture, expands retail touchpoints and builds momentum ahead of the 2026 World Cup
|
BENTONVILLE, Ark., July 29, 2025 — Walmart (NYSE: WMT) is stepping onto the pitch in a big way. The company today announced a multi-year partnership that makes the retailer an official partner of Major League Soccer (MLS) and Leagues Cup. This collaboration marks a major milestone in Walmart’s expanding investment and commitment to celebrating the world’s game and deepening connections with one of the most culturally vibrant and fastest-growing fan bases in North America.
Power plays on and off the pitch: what fans can expect
This partnership is designed with fans at the center—making it more convenient, immersive, and exciting to engage with soccer, wherever and however they follow the game.
Through this partnership, Walmart will activate across stadiums, screens and stores to bring fans closer to the action. As an official partner of MLS and Leagues Cup, Walmart will serve fans at every step of the matchday journey, from in-real-life (IRL) experiences to merchandise coming soon, whether they’re shopping for gear, hosting a watch party or connecting with their local soccer community.
Key highlights of the multi-year partnership include:
- Leagues Cup Spotlight: Walmart will be front and center for the highly anticipated tournament between clubs from MLS and LIGA MX. Kicking off today and culminating in the final on August 31, this year’s edition features a new two-phase format and 18 clubs from both leagues—bringing more top-tier soccer to fans across North America. Walmart’s partnership means more activations and opportunities for fans to get in on the action.
- Dedicated Programming on Saturdays: Major League Soccer and Walmart share a commitment to enhancing the fan experience and growing the cultural impact of the game. As part of that shared vision, beginning in 2026, Saturdays will feature elevated storytelling designed to spotlight unmissable marquee matchups and further enhance how fans connect with MLS across platforms. Additional details will be shared ahead of launch.
- Creator Network: Storytelling Beyond the 90 Minutes: Soccer stories don’t end at the final whistle. MLS is launching a custom creator network — bringing together cultural influencers, designers, players and teams to deliver exclusive behind-the-scenes content and highlight how Walmart is dedicated to soccer’s ever-expanding place.
- Multi-Channel Fan Engagement: Walmart is connecting with fans wherever they are, whenever they want. Expect digital and in-real-life (IRL) experiences at rivalry matches, tentpole events and community activations, plus branded integrations and national media moments that make every matchday unforgettable.
“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. "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. By partnering with MLS and the Leagues Cup, we’re not just supporting soccer—we’re empowering fans to shape its future in the U.S.”
A fast-growing game, and a fanbase to match
Major League Soccer is already home to the youngest and most diverse fan base in North American pro sports, and with the 2026 World Cup on the horizon, soccer’s rise shows no signs of slowing down. Walmart’s investment reflects a long-term commitment to supporting the sport’s future in the U.S., starting at the grassroots level and building all the way to the global stage.
“MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America,” said Carter Ladd, MLS EVP, Chief Revenue Officer. “The partnership with Walmart reflects our shared commitment to reaching fans in fresh, authentic ways. Together, we’re building pathways to connect with our diverse, passionate, and digitally native MLS fans through storytelling, experiences, and retail moments that reflect the evolving identity of the soccer community.”
|
|
|
|
|
|
|
