Major League Soccer and the NWSL are using the World Cup spotlight to fuel long-term fandom, leaning heavily on creators, social platforms and brand partnerships, including a growing alliance between MLS and Walmart, to stay in front of consumers after the tournament ends.
Key Takeaways
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Walmart as a scale amplifier: MLS is tapping Walmart’s massive household reach to amplify its message, using a custom creator network built into their partnership to keep soccer content in front of everyday shoppers.
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Creators as the new front door: Both leagues are investing in creator-led, social-first storytelling to reach fans who are more likely to discover soccer on TikTok, Instagram or YouTube than by tuning directly into live broadcasts.
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From World Cup moment to U.S. leagues: MLS and NWSL see the World Cup as a customer acquisition engine, using integrated campaigns, tours and sponsor activations to position their leagues as the natural next stop for newly energized soccer fans.
