Walmart and Major League Soccer are teaming up in a multiyear partnership that will see the retailer establish a bigger foothold in the sport and its growing U.S. fanbase.
Walmart will invest in MLS and become an official sponsor and partner of the league. Terms and the exact length of the partnership weren’t disclosed.
The partnership kicks off with the Leagues Cup, a tournament that begins Tuesday and culminates in a final match on Aug. 31. It features 18 MLS clubs competing against 18 teams from Mexico’s Liga MX.
“Walmart will be front and center for the highly anticipated tournament,” said William White, Walmart’s chief marketing officer.
During the tournament and beyond, Walmart advertising will be featured across stadiums and other aspects of games, and soccer will be highlighted in its in-store and online shopping experiences.
The tie-up comes at a pivotal moment for U.S. soccer as fans look ahead to the 2026 World Cup, which takes place next summer in North America and is expected to drum up new U.S. fans for the global sport. MLS is looking to capitalize on the fervor, just as its various sponsors are looking to do the same.
“The lead-up to 2026 is a once-in-a-generational moment for soccer in North America. But for MLS, we’ve got to take a step back and think about the 30 years we’ve spent investing in communities across North America to really build sustained energy around the sport that’s going to last well beyond the summer’s event,” said Carter Ladd, executive vice president and chief revenue officer at MLS. “I think we’re going to see that momentum between now and next summer where the World Cup is really going to help prop up this partnership.”
MLS sponsorship revenue was up double digits compared with 2024 as of early May, CNBC reported earlier this year. Major consumer brands have been signing deals with MLS alongside growth in the league’s ticket and merchandise sales, particularly since global superstar Lionel Messi joined the Miami club in 2023.
However, White and Ladd said in an interview with CNBC the Walmart partnership extends beyond a pure sponsorship deal. While Walmart has already been an advertising partner of MLS, this is its first sponsorship deal with the league — and a first-of-it-kind partnership for both parties, they say.
“We’re thrilled to be an official MLS sponsor and engage with the league’s fast-growing and culturally vibrant fan base,” said White. “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.”
Nearly three-quarters of the MLS fanbase is made up of Gen Zers or millennials, and more than 30% is Hispanic, according to the league. MLS data shows it has the youngest fanbase compared with other professional men’s leagues in North America, and more female fans than other professional men’s leagues in the U.S. and Canada.
The league’s social media presence has been a sign of its growth among younger fans. Its digital audience surpassed 110 million total followers across league and club accounts on platforms including Instagram, TikTok and YouTube, according to the league.
As part of the deal, MLS will launch a creator network through which influencers, designers, players and teams will deliver exclusive behind-the-scenes content for league platforms and highlight Walmart’s involvement in the sport.
In addition, beginning in 2026, the league and Walmart said they will add to the fan experience by building out programming around televised matches on Saturdays that includes more storytelling around games across MLS platforms. Further details will be shared at a later date on this aspect of the partnership.
The destination for that content has yet to be developed, however.
“It’s going to be a new platform that we’re going to be kicking off together in partnership with Walmart next year. And it’s not going to show up in one place,” Ladd said. “It’s really going to be a very broad, comprehensive program that touches the community, touches retail and touches media.”
Walmart will also launch a soccer landing page on its website, called a “curated shopping hub,” that will include all things related to the sport — from gear and equipment to tailgate and watch party items. The page will also highlight suppliers that make soccer-related products and could someday host exclusive merchandise.
