Ball-Mart: MLS, Retail Giant Walmart Sign Multi-Platform Fan-Focused Alliance
Tuesday, July 29, 2025 at 01:04PM By Barry Janoff
July 29, 2025: With less than a year to go to the 2026 FIFA Men’s World Cup hosted by the U.S., Mexico and Canada, Walmart has boosted its presence on the soccer landscape via a multi-platform alliance with MLS.
The multi-year partnership makes the retailer an official partner of MLS and Leagues Cup and includes the development of a custom creator network, multi-channel fan engagement and a dedicated soccer merchandise destination within Walmart.
Financial terms of the alliance were not shared.
“MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America,” Carter Ladd, MLS evp, chief revenue officer, said via the league.
“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.”
Regarding the World Cup, “Walmart will be front-and-center for the highly anticipated tournament,” said William White, Walmart’s CMO, told CNBC.
The partnership begins today with the Leagues Cup — a tournament that features 18 MLS clubs competing against 18 teams from Mexico’s Liga MX — and culminates in a final match on Aug. 31.
Walmart and MLS said the partnership is “designed with fans at the center — making it more convenient, immersive, and exciting to engage with soccer, wherever and however they follow the game.
Walmart will activate across stadiums, screens and stores to bring fans closer to the action.
As an official partner of MLS and Leagues Cup, Walmart said it would “serve fans at every step of the match-day journey, from in-real-life (IRL) experiences to merchandise coming soon, whether they’re shopping for gear, hosting a watch party or connecting with their local soccer community.”
Beginning in 2026, Saturdays will feature “elevated storytelling designed to spotlight unmissable marquee matchups and further enhance how fans connect with MLS across platforms. Additional details will be shared ahead of launch.”
With Walmart’s support, 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 dedicated to soccer’s ever-expanding place.”
Walmart plans to connect with fans “wherever they are, whenever they want. Expect digital and in-real-life experiences at rivalry matches, tentpole events and community activations, plus branded integrations and national media moments that make every match-day unforgettable.”
“Soccer is more than a sport — it’s a culture and a community, and one that’s growing rapidly in the U.S.,” White said via Walmart.
"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.”
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