Major League Soccer (MLS) has announced a multi-year partnership with retail behemoth, Walmart. This collaboration aims to enhance fan engagement initiatives both in-stadium and on digital platforms, marking an exciting new chapter for soccer fans across the United States.
As part of the agreement, Walmart becomes an official partner of MLS and the Leagues Cup matches. The deal encompasses various aspects including in-stadium activations, merchandise sales, and other physical experiences designed to elevate fan engagement.
Starting from 2026, MLS and Walmart will launch dedicated programming on Saturdays. This move is set to provide fans with more access to their favorite teams while also creating a unique platform for interaction.
William White, chief marketing officer at Walmart, said:
“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the US. 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 US.”
Custom content creation & online marketplace
The partnership also includes plans for creating a custom creator network aimed at delivering personalized content that resonates with soccer enthusiasts. Moreover, Walmart will establish a dedicated 'soccer' marketplace online - further solidifying its commitment towards promoting the sport nationwide. Securing a partner as influential as Walmart is indeed a significant achievement for MLS. As the world's largest company by revenue boasting 4,720 stores across America - it provides an extensive customer base that MLS can tap into effectively.
Interestingly enough, about 90% of US residents live within just ten miles from one of these locations - presenting an enormous potential audience base for both parties involved in this partnership.
The content aspect holds particular importance as MLS continues to expand its digital footprint and streaming propositions. It recently revamped its first-party mobile app while also working closely with OneFootball; not forgetting its staggering $2.5 billion global broadcast deal with Apple Inc.
Mutual benefits
For Walmart's part – it gains access to a relatively young and diverse fanbase ahead of the much-anticipated 2026 FIFA World Cup hosted by North America. This association with two of the major leagues on the continent - MLS and LigaMX (through the Leagues Cup) - is likely to boost its brand image significantly.
The Leagues Cup, which features top teams from both MLS and LigaMX, kicks off this week. It's an exciting time for soccer fans who can look forward to a more immersive experience thanks to this innovative partnership between MLS and Walmart.
This partnership represents a significant step forward in enhancing fan engagement while also promoting soccer across North America. With Walmart's extensive reach and resources coupled with MLS's growing popularity, it promises to be a win-win situation for all parties involved – most importantly, the fans.
