Walmart has announced a multiyear partnership with Major League Soccer (MLS), marking a significant investment in the sport’s growing fanbase across the United States. As part of this agreement, Walmart becomes an official sponsor and partner of the league, further expanding its visibility within one of the fastest-growing sports in North America. Though the financial details and duration of the deal were not disclosed, both companies have emphasized the collaboration’s long-term vision.
The partnership officially launches during the Leagues Cup tournament, which features 18 MLS clubs facing off against 18 teams from Mexico’s Liga MX. Walmart will have a prominent presence throughout the tournament, with advertising across stadiums and integrated branding in both physical and digital retail environments. Soccer will also be featured heavily in Walmart’s in-store and online experiences.
This collaboration comes at a transformative moment for soccer in North America, as anticipation builds for the 2026 World Cup to be held across the U.S., Canada, and Mexico. MLS executives view this period as a critical opportunity to build sustained excitement and engagement with the sport. The partnership is designed to not only harness that momentum but to deepen connections with MLS’s core audience.
Walmart’s Chief Marketing Officer emphasized that the league’s young, diverse, and culturally vibrant fanbase aligns closely with Walmart’s evolving customer base. MLS reports that nearly 75% of its audience is made up of Gen Z and millennials, with over 30% identifying as Hispanic. It also boasts the youngest fan demographic among professional men’s sports leagues in North America and a higher percentage of female fans.
Beyond traditional sponsorship, the partnership includes the launch of a creator network where influencers, players, and teams will produce exclusive behind-the-scenes content. The league and Walmart are also working on a new content platform, set to debut in 2026, which will provide enhanced match-day storytelling across media, retail, and community-focused channels.
Additionally, Walmart will introduce a dedicated soccer hub on its website, serving as a curated shopping destination for everything from sports gear to party supplies. This page will also spotlight soccer-focused suppliers and may eventually offer exclusive merchandise.
This collaboration represents a first-of-its-kind strategic alliance for both Walmart and MLS, blending commerce, culture, and sport at a time when soccer’s popularity is reaching new heights in the U.S.
READ MORE: