Walmart partnership with Major League Soccer offers merch, curated hub
Walmart is deepening its involvement in the world’s most popular sport.
The retail giant is entering a multi-year collaboration that makes it an official partner of Major League Soccer (MLS) and the Leagues Cup North American soccer tournament. The partnership kicks off with the Leagues Cup tournament, which started July 29 and culminates with a final match on Aug. 31.
Walmart will be "front and center" during the tournament and beyond, with advertising featured across stadiums and other aspects of games. Also, soccer will be highlighted in Walmart's shopping experiences.
Specific key highlights of the multi-year partnership between Walmart and MLS include:
- Dedicated programming on Saturdays: Beginning in 2026, Saturdays will feature elevated storytelling across platforms designed to spotlight marquee matchups.
- Creator Network: 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 involved in soccer.
- Multi-channel fan engagement: Walmart will provide digital and in-real-life (IRL) experiences matches, tentpole events and community activations, as well as branded integrations and national media promotions.
"Soccer is more than a sport," said William White, chief marketing officer at Walmart. "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. 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 has rolled out Walmart.com/Soccer, a curated shopping hub filled with tailgate essentials and team merchandise. The site will evolve throughout the season to reflect fan favorites, tournament timelines and exclusive offerings tied to upcoming matchups.
"MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America," said Carter Ladd, MLS executive VP, 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."
Lowe’s extends brand into soccer
In other retail-MLS collaborative activity, in 2024 Lowe’s launched a multi-year agreement with Lionel Messi, called the best soccer player in the world by some experts, and his Major League Soccer team Inter Miami CF.
[READ MORE: Lowe’s teams with soccer great Lionel Messi in loyalty promotion]
The partnerships, which include signage and in-stadium activations, community programming and ticket hospitality, added to Lowe's existing collaboration with the Charlotte FC Major League Soccer club based in Charlotte, N.C., the metro where the retailer is headquartered.
Based in Bentonville, Ark., Walmart Inc. operates more than 10,750 stores and numerous e-commerce websites in 19 countries.
