BENTONVILLE, Ark. — Walmart is doubling down on its commitment to sports and culture with a new multi-year partnership that positions the retail giant as an official partner of Major League Soccer (MLS) and the Leagues Cup. The move puts Walmart at the heart of one of the fastest-growing and most diverse fan bases in North America, with activations planned across stadiums, stores, screens, and communities.
The partnership kicks off with the 2025 Leagues Cup, a high-stakes tournament featuring 18 MLS clubs facing off against 18 teams from Mexico’s Liga MX. Walmart will be “front and center” during the event, with in-game advertising, exclusive merchandise, and immersive in-store and digital experiences.
“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S.,” said William White, chief marketing officer at Walmart. “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.”
Walmart’s new soccer-focused shopping hub, Walmart.com/Soccer, will offer fans curated merchandise, tailgating essentials, and matchday must-haves. The site will evolve throughout the season, featuring exclusive drops, localized content, and supplier highlights.
Key initiatives include:
- Leagues Cup Spotlight: Walmart will be front and center for the highly anticipated tournament between clubs from MLS and LIGA MX. Kicking off today and culminating in the final on August 31, this year’s edition features a new two-phase format and 18 clubs from both leagues—bringing more top-tier soccer to fans across North America. Walmart’s partnership means more activations and opportunities for fans to get in on the action.
- Dedicated Programming on Saturdays: Major League Soccer and Walmart share a commitment to enhancing the fan experience and growing the cultural impact of the game. As part of that shared vision, beginning in 2026, Saturdays will feature elevated storytelling designed to spotlight unmissable marquee matchups and further enhance how fans connect with MLS across platforms. Additional details will be shared ahead of launch.
- Creator Network: Storytelling Beyond the 90 Minutes: Soccer stories don’t end at the final whistle. MLS is launching a custom creator network—bringing together cultural influencers, designers, players and teams to deliver exclusive behind-the-scenes content and highlight how Walmart is dedicated to soccer’s ever-expanding place.
- Multi-Channel Fan Engagement: Walmart is connecting with fans wherever they are, whenever they want. Expect digital and in-real-life (IRL) experiences at rivalry matches, tentpole events and community activations, plus branded integrations and national media moments that make every matchday unforgettable.
“MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America,” said Carter Ladd, MLS EVP, Chief Revenue Officer. “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 on the horizon and Gen Z and millennial fans making up nearly 75% of the MLS audience, Walmart’s investment signals a long-term bet on the future of U.S. soccer—and the evolving identity of the American fan.
