Walmart Announces Partnership With Major League Soccer

Walmart and Major League Soccer (MLS) are teaming up in a multiyear partnership that will see the retailer establish a bigger foothold in the sport and its growing U.S. fanbase, reports CNBC. Walmart will invest in MLS and become an official sponsor and partner of the league. Terms and the exact length of the partnership weren’t disclosed. The partnership kicks off with the Leagues Cup, a tournament that begins Tuesday and culminates in a final match on Aug. 31. During the tournament and beyond, Walmart advertising will be featured across stadiums and other aspects of games, and soccer will be highlighted in its in-store and online shopping experiences.

As part of the deal, MLS will launch a creator network through which influencers, designers, players and teams will deliver exclusive behind-the-scenes content for league platforms and highlight Walmart’s involvement in the sport. In addition, beginning in 2026, the league and Walmart said they will add to the fan experience by building out programming around televised matches on Saturdays that includes more storytelling around games across MLS platforms.

Walmart will also launch a soccer landing page on its website that will include all things related to the sport — from gear and equipment to tailgate and watch party items. The page will also highlight suppliers that make soccer-related products and could someday host exclusive merchandise.

Total Retail's Take: Walmart is taking a bet on growing U.S. soccer fandom by partnering with the MLS ahead of the much-anticipated 2026 World Cup, which will mark the tournament's return to North America for the first time in over 30 years. Why is Walmart interested in the MLS over other sports franchises?

“The fanbase is generally younger, more culturally diverse, and that is an audience that’s really important to Walmart," says William White, Walmart’s chief marketing officer. "It’s a big part of our growing customer base.” Nearly three-quarters of the MLS fanbase is made up of Gen Zers or millennials, and more than 30 percent is Hispanic, according to the league. MLS data shows it has the youngest fanbase compared with other professional men’s leagues in North America, and more female fans than other professional men’s leagues in the U.S. and Canada.

Walmart joins other major brand such as Apple and Adidas in partnership with MLS. However, the Walmart partnership extends beyond a pure sponsorship deal. While Walmart has already been an advertising partner of MLS, this is its first sponsorship deal with the league — and a first-of-it-kind partnership for both parties, they say. The wide-sweeping partnership touches media, events, retail and more.

As the importance of content and community continues to grow in retail, the new storytelling platform being developed by the two companies is going to be wide-reaching for Walmart. "It’s not going to show up in one place,” said Carter Ladd, executive vice president and chief revenue officer at MLS. “It’s really going to be a very broad, comprehensive program that touches the community, touches retail and touches media.”