Walmart has entered a multi-year partnership with Major League Soccer, aiming to deepen its presence in the sport as U.S. soccer fandom accelerates ahead of the 2026 World Cup. The collaboration features Walmart’s brand integration at stadiums, in online and in-store experiences, and through a new soccer-focused shopping hub. Plans include exclusive content and community-driven programming tied to televised matches and the Leagues Cup.
Key Takeaways
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Walmart’s deal positions it at the center of U.S. soccer’s growth, featuring immersive fan experiences and branded retail touchpoints.
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The partnership capitalizes on MLS’s surge in Gen Z, millennial, and Hispanic audiences, aligning with Walmart’s customer targets.
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New collaborative programming and digital content will roll out in 2026, further integrating Walmart into MLS events and culture.
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