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.
