- Walmart and Major League Soccer entered into a multiyear partnership that will see the retailer invest in U.S. soccer.
- The partnership will include dedicated programming around televised MLS matches on Saturdays, the launch of a creator network and a curated soccer shopping experience, among other ties between the league and retailer.
- The partnership comes ahead of the 2026 World Cup, which will take place in North America and is expected to increase soccer fandom in the U.S.
A multi-year relationship between Walmart and Major League Soccer will help the retailer gain a stronger presence in the sport and its expanding American fan base.
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Walmart will make an investment in Major League Soccer and join the league as an official sponsor and partner. The partnership’s precise duration and terms were not made public.
The Leagues Cup, an event that starts on Tuesday and ends with a final game on August 31, is the first event in the relationship. It pits 18 teams from Mexico’s Liga MX against 18 MLS clubs.
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“Walmart will be front and center for the highly anticipated tournament,” stated CMO William White.
Soccer will be emphasized in Walmart’s in-store and online purchasing experiences, and the retailer will run advertisements throughout stadiums and other game-related venues during the tournament and beyond.
As supporters anticipate the 2026 World Cup, which will take place in North America next summer and is anticipated to attract new American supporters for the international sport, the partnership comes at a critical juncture for American soccer. MLS wants to take advantage of the enthusiasm, and its sponsors want to do the same.
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“For soccer in North America, the years leading up to 2026 provide a once-in-a-generation opportunity. But in order to truly create a sustained energy around the sport that will last long after the summer event, MLS needs to stand back and reflect on the 30 years we’ve invested in communities across North America, said Carter Ladd, executive vice president and chief revenue officer. “I think we’re going to see that momentum between now and next summer where the World Cup is really going to help prop up this partnership.”
According to a CNBC story earlier this year, MLS sponsorship revenue was up double digits as of early May compared to 2024. Alongside an increase in ticket and product sales, major consumer companies have started establishing relationships with Major League Soccer (MLS), especially since international superstar Lionel Messi joined the Miami team in 2023.
But in an interview with CNBC, White and Ladd stated that the Walmart collaboration goes beyond a simple sponsorship agreement. Although Walmart has previously partnered with MLS on advertising, they claim that this is their first sponsorship agreement with the league and a first-of-its-kind collaboration.
“We’re thrilled to be an official MLS sponsor and engage with the league’s fast-growing and culturally vibrant fan base,” White stated. “The audience that Walmart values the most is the fan base, which is typically younger and more ethnically diverse. It contributes significantly to our expanding clientele.
According to the league, over 30% of MLS’s fan base is Hispanic, and nearly three-quarters are Gen Zers or millennials. According to MLS data, it has more female supporters than other professional men’s leagues in the United States and Canada, and its fan base is the youngest among those in North America.
One indicator of the league’s popularity among younger fans is its social media presence. The league claims that its digital audience has topped 110 million followers overall across league and club profiles on YouTube, Instagram, and TikTok.
As part of the agreement, MLS will establish a creative network that will showcase Walmart’s participation in the sport and allow influencers, designers, players, and teams to provide unique behind-the-scenes material for league platforms.
Additionally, starting in 2026, the league and Walmart agreed to enhance the fan experience by expanding Saturday broadcast match programming, which will incorporate more game-related storytelling across MLS platforms. On this portion of the collaboration, further information will be released later.
However, the destination for that content is still undeveloped.
“We will be launching a new platform in collaboration with Walmart the following year. Additionally, it won’t appear in one location,” Ladd stated. “It’s really going to be a very broad, comprehensive program that touches the community, touches retail and touches media.”
A soccer landing page, dubbed a “curated shopping hub,” will also be launched by Walmart on its website. It will feature everything associated with the sport, from gear and equipment to items for tailgating and watching parties. Additionally, the portal will showcase vendors who produce soccer-related goods and may eventually feature unique gear.
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