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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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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