Walmart and Major League Soccer Sign Multiyear Partnership Ahead of 2026 World Cup

Walmart and Major League Soccer (MLS) have entered into a multiyear partnership aimed at expanding the retailer’s involvement in the sport and tapping into the league’s rapidly growing U.S. fan base. The deal, announced ahead of the 2026 FIFA World Cup in North America, will see Walmart become an official sponsor and partner of MLS, with plans for integrated marketing, retail experiences, and fan engagement initiatives. Terms and duration of the agreement were not disclosed.

Partnership Launch and Initial Activities

The collaboration will debut during the Leagues Cup, a tournament beginning Tuesday and concluding on August 31, featuring 18 MLS teams competing against 18 clubs from Mexico’s Liga MX. Walmart’s branding will be prominently featured throughout stadiums and broadcasts, and the company will incorporate soccer themes into both its in-store and online shopping experiences.

“Walmart will be front and center for the highly anticipated tournament,” said William White, Walmart’s chief marketing officer.

A soccer match | Source: Pexels

Strategic Timing Ahead of the 2026 World Cup

The agreement comes as anticipation builds for the 2026 World Cup, which is expected to drive increased U.S. interest in soccer. MLS executives see this as an opportunity to sustain momentum in the sport beyond the summer tournament.

“The lead-up to 2026 is a once-in-a-generational moment for soccer in North America,” said Carter Ladd, MLS executive vice president and chief revenue officer. “We’ve spent 30 years investing in communities to build sustained energy around the sport that’s going to last well beyond the summer’s event.”

MLS sponsorship revenue had already risen by double digits compared with 2024 figures as of early May, according to earlier CNBC reporting. The league has seen rising ticket and merchandise sales, further boosted by the arrival of global star Lionel Messi to Inter Miami in 2023.

Beyond Traditional Sponsorship

While Walmart has previously advertised with MLS, this marks its first official sponsorship agreement with the league. Both parties describe the arrangement as the first of its kind.

“We’re thrilled to be an official MLS sponsor and engage with the league’s fast-growing and culturally vibrant fan base,” White said. “The fanbase is generally younger, more culturally diverse, and that is an audience that’s really important to Walmart. It’s a big part of our growing customer base.”

MLS data shows nearly three-quarters of its fans are Gen Z or millennials, and more than 30% are Hispanic. The league also reports having the youngest fan demographic among North American men’s professional leagues and a higher proportion of female fans than other men’s leagues in the U.S. and Canada. Its combined social media following has surpassed 110 million across platforms such as Instagram, TikTok, and YouTube.

A soccer match | Source: Pexels

Planned Fan Engagement and Retail Initiatives

As part of the deal, MLS will launch a creator network featuring influencers, designers, players, and teams producing exclusive behind-the-scenes content for league platforms, incorporating Walmart’s involvement.

Walmart will also introduce a dedicated soccer section on its website, described as a “curated shopping hub,” featuring products ranging from gear and equipment to tailgate and watch party items. The hub will also promote suppliers producing soccer-related merchandise and may eventually carry exclusive products.

This partnership positions both Walmart and MLS to capitalize on growing soccer enthusiasm in the United States, with targeted fan engagement, retail integration, and expanded visibility ahead of one of the sport’s most significant global events.