Walmart is expanding its presence in the world of soccer with a new multi-year partnership as an official sponsor of Major League Soccer (MLS) and the Leagues Cup North American soccer tournament. The collaboration began with the Leagues Cup, which kicked off on July 29 and will conclude with the final match on August 31.
As part of the partnership, Walmart will have prominent advertising across stadiums and game broadcasts while integrating soccer-themed experiences into its shopping platforms. Key features include dedicated Saturday programming starting in 2026 to highlight major matchups, a custom creator network bringing cultural influencers and players together for exclusive content, and fan engagement through digital, in-person events, and national promotions. Walmart has also launched a curated shopping hub, Walmart.com/Soccer, offering team merchandise and tailgate essentials that will evolve throughout the season.
Walmart’s chief marketing officer, William White, emphasized the cultural significance of soccer and Walmart’s goal of deepening fan connections. MLS executives highlighted the partnership as a way to engage a diverse and digitally savvy fan base. Additionally, Lowe’s recently partnered with MLS star Lionel Messi and Inter Miami CF, further showing growing retail investment in soccer. Walmart, headquartered in Bentonville, Arkansas, operates over 10,750 stores and e-commerce sites across 19 countries.