Walmart Becomes First Presenting Partner of La Liga’s El Clásico

Walmart announced on Thursday a landmark partnership with Spain’s top soccer league, La Liga, making the retailer the first-ever presenting partner of “El Clásico,” the renowned rivalry match between FC Barcelona and Real Madrid CF. The deal marks a significant step in Walmart’s growing investment in soccer as it seeks to capitalize on the sport’s surging popularity in the United States ahead of the 2026 FIFA World Cup.

The partnership will debut with the 2025-26 season and includes Walmart’s branding as part of El Clásico’s official logo across the U.S. and Canada. The alliance also brings large-scale fan engagement efforts, including viewing events, concerts, meet-and-greets with former players, co-branded merchandise, and in-store promotions. The first El Clásico of the new season is scheduled for October 26 in Madrid, followed by a second match on May 10 in Barcelona.

“Teaming up with La Liga and El Clásico enables Walmart to fuel the energy, create unforgettable experiences, and give fans more ways to celebrate the game that they love,” said William White, Walmart’s Chief Marketing Officer, in an interview with CNBC. “Ultimately, Walmart is looking to make it easier for fans to engage and participate in the game.”

Barcelona FC's stadium in Barcelona, Spain | Source: Pexels

Expanding Soccer’s Reach in the U.S.

The collaboration kicks off with a weekend of fan-focused activities in Houston starting October 24, leading up to the Madrid clash. The initiative reflects Walmart’s broader commitment to soccer, a sport rapidly gaining ground in the U.S. With the World Cup returning to North America in 2026, the retailer is positioning itself at the center of a growing fanbase.

“The U.S. is the top market for the league [La Liga] in terms of audience and business outside of Spain,” said Boris Gartner, partner and president at Relevent Sports, which co-manages La Liga North America. “This is not just about slapping two logos side by side. This is a true partnership with what we’re building.”

La Liga North America, a 50-50 joint venture between La Liga and Relevent Sports, oversees media rights and commercial agreements in the U.S., Canada, Mexico, and Central America. According to the league, El Clásico regularly attracts more than 650 million viewers worldwide across 180 countries.

Soccer’s Rising Popularity

The timing of Walmart’s entry reflects the sport’s rising profile in the United States. Disney’s ESPN, which holds La Liga broadcast rights domestically, reported record viewership for the 2024-2025 season, with 5.4 billion minutes streamed across its platforms.

Real Madrid CF's stadium in Madrid, Spain | Source: Pexels

Spanish clubs Barcelona and Real Madrid have historically featured some of the sport’s most recognizable figures, including Lionel Messi, who now plays in Major League Soccer (MLS) for Inter Miami, and Kylian Mbappé, who recently joined Real Madrid.

“We came in knowing that the World Cup was happening in 2026 and that the sport was growing significantly in the U.S.,” Gartner said. “We needed to be part of that growth not just from a business perspective for the league in the largest media market in the world, but also with the opportunity to help fuel the growth of the sport.”

Building on Recent Moves

For Walmart, the new partnership with La Liga represents an expansion of its strategy to leverage soccer’s global reach to connect with customers in new ways. By attaching its name to one of the most-watched rivalries in global sports, the retailer is aiming to solidify its place in the rapidly expanding U.S. soccer market.