Walmart Secures Major Partnership with Major League Soccer
Walmart, one of the world's largest retailers, has announced a new partnership with Major League Soccer (MLS) and Leagues Cup, marking a significant move into the world of football.
As part of the partnership, Walmart will become an official partner for both MLS and Leagues Cup, allowing the company to activate its brand across stadiums, screens, and stores. This collaboration aims to celebrate the game of soccer and make it more personal for fans.
William White, CMO at Walmart, expressed his excitement about the partnership, stating, "We are thrilled to partner with MLS to celebrate the game of soccer and make it more personal for fans."
In line with the partnership, Walmart has launched a soccer-themed online platform, Walmart.com/Soccer. The website features tailgate essentials, team merchandise, and will evolve throughout the season to reflect fan favorites, tournament timelines, and exclusive offerings.
The Leagues Cup tournament, which features clubs from both MLS and LIGA MX, will also benefit from this partnership. Walmart visibility will be a prominent feature, with the company selling official MLS merchandise as part of the agreement.
Beginning in 2026, Saturdays will feature elevated storytelling designed to spotlight marquee matchups and enhance fan connection with MLS across platforms. Each week, approximately 270 million customers and members visit Walmart's more than 10,750 stores and numerous e-commerce websites in 19 countries, providing a vast audience for this enhanced content.
Walmart is also connecting with fans through digital and in-real-life experiences, branded integrations, and national media moments. The company has been named among the Retailers of the Century by PG and is No. 1 on Progressive Grocer's 2025 list of the top food and consumables retailers in North America.
Meanwhile, other retailers are also making moves in the world of sports sponsorships. Sprouts Farmers Market has inked 8 new deals with female college athletes as part of its women's sports sponsorships. Trader Joe's is giving away limited-edition tote bags as part of Bay FC women's soccer FanFest activities in the San Francisco Bay Area.
In Washington D.C., Giant Food has partnered with Professional Women's Soccer, although details about this partnership have not been widely publicised.
Elsewhere, Kraft Heinz is partnering with Live Nation to bring iconic products to concertgoers across the U.S. 99 Ranch Market has linked with Temu to grow its e-commerce business, experiencing biweekly sales growth of 20% on the marketplace.
However, the search results do not contain information about any culture and community leaders involved in the new Walmart partnership with MLS and Leagues Cup. This aspect of the partnership remains to be seen.
With these partnerships and initiatives, it appears that the world of retail and sports are increasingly intertwining, offering fans unique experiences and opportunities to engage with their favourite teams and products.
