Walmart has entered a multiyear partnership with Major League Soccer (MLS), becoming an official sponsor and deepening its involvement with the sport’s expanding U.S. fanbase. While financial terms were not disclosed, the collaboration kicks off with the 2025 Leagues Cup, featuring MLS and Liga MX teams. Walmart will receive prominent in-stadium advertising and integrate soccer into its retail and digital experiences.
The deal arrives as momentum builds ahead of the 2026 World Cup in North America. Walmart aims to connect with MLS’s young, diverse fanbase—largely Gen Z, millennial, and Hispanic audiences. MLS will also launch a creator network and collaborate with Walmart on a new content platform and storytelling initiative for televised matches starting in 2026.
Walmart plans to launch a “soccer hub” on its website to sell gear, party items, and highlight soccer-related suppliers. Both parties emphasize that the partnership goes beyond typical sponsorship, aiming to integrate soccer into retail, media, and community engagement.