Business
Walmart Signs Multi-Year Partnership with Major League Soccer and Leagues Cup to Elevate the Game for U.S. Fans
New collaboration fuels fan culture, expands retail touchpoints and builds momentum ahead of the 2026 World Cup BENTONVILLE, Ark.--(BUSINESS WIRE)-- Walmart
About this update from Walmart Inc.
[{"type":"text","content":"\nNew collaboration fuels fan culture, expands retail touchpoints and builds momentum ahead of the 2026 World Cup\n\n\n BENTONVILLE, Ark.--(BUSINESS WIRE)--\nWalmart (NYSE: WMT) is stepping onto the pitch in a big way. The company today announced a multi-year partnership that makes the retailer an official partner of Major League Soccer (MLS) and Leagues Cup. This collaboration marks a major milestone in Walmart’s expanding investment and commitment to celebrating the world’s game and deepening connections with one of the most culturally vibrant and fastest-growing fan bases in North America.\n\n\nPower plays on and off the pitch: what fans can expect\n\n\nThis 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.\n\n\nThrough this partnership, 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 will serve fans at every step of the matchday 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.\n\n\nKey highlights of the multi-year partnership include:\n\n\n\nLeagues Cup Spotlight: Walmart will be front and center for the highly anticipated tournament between clubs from MLS and LIGA MX. Kicking off today and culminating in the final on August 31, this year’s edition features a new two-phase format and 18 clubs from both leagues—bringing more top-tier soccer to fans across North America. Walmart’s partnership means more activations and opportunities for fans to get in on the action.\n\n\n\nDedicated Programming on Saturdays: Major League Soccer and Walmart share a commitment to enhancing the fan experience and growing the cultural impact of the game. As part of that shared vision, 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.\n\n\n\nCreator Network: Storytelling Beyond the 90 Minutes: Soccer stories don’t end at the final whistle. MLS is launching a custom creator network — bringing together cultural influencers, designers, ...