Walmart, MLS join forces for World Cup build-up

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Image credit: YES Market Media/Shutterstock.com

Walmart has announced a significant multi-year deal to become an official partner of Major League Soccer (MLS) and Leagues Cup, furthering its commitment to football’s growing cultural influence in North America.

The partnership places fans at the heart of the experience, combining retail, entertainment and community engagement across stores, screens and stadiums.

Walmart aims to reimagine the traditional matchday journey through immersive activations, exclusive merchandise, and community events, offering fans a richer and more connected experience.

Key highlights include:

  • Leagues Cup Activation: Walmart will feature prominently throughout the tournament involving MLS and LIGA MX clubs, with branded experiences during key matches and finals.
  • Saturday Matchday Programming: From 2026, fans can expect enhanced storytelling and spotlighted matchups on Saturdays, creating a consistent, high-impact viewing experience.
  • Creator Network: Walmart will support a network of influencers, designers, players and teams to deliver exclusive content and showcase the off-field culture of the game.
  • Multi-Channel Fan Engagement: Walmart will connect with fans through digital campaigns, in-store promotions, community initiatives and live matchday activations.

William White, Chief Marketing Officer at Walmart spoke about celebrating the world game in the U.S. with the World Cup coming up.

“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S.,” he said in a press release.

“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.”

Carter Ladd, MLS EVP, Chief Revenue Officer spoke about the interesting partnership.

“MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America,” he said in a press release.

“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.”

With the 2026 FIFA World Cup approaching, this deal reinforces Walmart’s long-term investment in football’s future. By supporting the fastest-growing and most diverse fan base in U.S. sport, Walmart is helping elevate football at every level, from grassroots to the global stage.

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Google expands football footprint with AI partnerships at five European giants

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Image Credit: Paris Sain- Germain

Google has announced long-term partnerships with five of Europe’s biggest football clubs.

Expanding the role of artificial intelligence in fan engagement through collaborations with Arsenal, Barcelona, Bayern Munich, Liverpool and PSG.

Google Gemini will become each club’s official consumer AI Partner, while Google Pixel will serve as the official smartphone partner.

The partnerships are designed to deliver AI-powered match insights, personalised fan experiences and exclusive behind-the-scenes content across the clubs’ digital platforms.

Supporters will be able to use Gemini to access tactical insights, historical statistics and match analysis while Pixel devices will be used by club media teams to capture content through the company’s “Shot on Pixel” initiative.

A key component of the partnership is the commitment to increasing the visibility of women’s football.

Google confirmed the agreements cover both men’s and women’s teams, with AI tools and Pixel technology set to help produce content and expand the reach of the women’s game through club media channels.

The announcement continues Google’s growing investment in football technology.

Google initially had individual agreements with several of the clubs, including PSG and Liverpool.

By bringing the partnerships together under the Gemini and Pixel brands, Google is positioning artificial intelligence as a core part of the modern football fan experience rather than simply a commercial sponsorship.

For football clubs, the collaboration highlights a broader industry trend towards technology partnerships that extend beyond branding.

AI is increasingly being used to produce personalised content, deliver deeper match analysis and strengthen engagement with large global audiences.

Clubs continue to invest in these growing digital platforms alongside their traditional commercial portfolios.

The partnerships also reinforce the growing intersection between football and technology, with leading clubs increasingly working alongside global technology companies to enhance supporter experiences and explore new ways of connecting with fans on matchday and beyond.

 

Football Has the Audience. Does It Have the Commercial Strategy?

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Image Credit: One Nil Media

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

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