Walmart Signs Multi-Year Partnership with MLS and Leagues Cup to Enhance Fan Engagement Nationwide.

Roger Hampel

Image: Walmart

Walmart has entered the world of professional football through a new multi-year commercial partnership with Major League Soccer (MLS) and the Leagues Cup, marking a strategic push into the cultural and commercial dimensions of North American soccer. The deal makes Walmart an official partner of both competitions and positions the retail giant as a key player in the growing ecosystem of football fandom in the U.S.

The agreement reflects Walmart’s intent to expand its role in sports beyond traditional sponsorship, aligning itself with the youngest and most diverse fan base in North American professional sports.

Partnership Scope and Activation

Walmart will engage fans “at every step of the matchday journey”—from in-store activations and exclusive merchandise to community initiatives and branded experiences at stadiums and online platforms. According to the company, the collaboration is designed to make supporting soccer more accessible, immersive, and community-focused.

Among the most notable elements of the agreement is Walmart's presence during the 2025 Leagues Cup—a tournament featuring 18 clubs from MLS and Mexico’s Liga MX. Kicking off this week, the tournament will include new fan activations, merchandise offerings, and community events powered by Walmart.

Highlighted Quotes Walmart MLS

William White, Chief Marketing Officer at Walmart, stated:

“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S. Walmart is focused on celebrating the game and making it more personal for fans.”

“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 and Chief Revenue Officer, added:

“MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America. 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.”

Strategic Initiatives to Watch

The collaboration introduces several forward-facing programs:

• Creator Network: A new platform featuring players, cultural influencers, and designers, aimed at extending storytelling beyond the pitch.

• Saturday Programming: Starting in 2026, MLS and Walmart will roll out dedicated Saturday features to spotlight key matchups and deepen weekly fan engagement.

• Multi-Platform Presence: Walmart will integrate digital and IRL experiences at tentpole events, rivalry matches, and national media campaigns.

• Retail Integration: Fans can expect new soccer-themed merchandise and matchday essentials available online and in stores across the country.