US retailer Walmart has planted its flag firmly in the beautiful game, striking a multi-year deal with Major League Soccer (MLS) and the Leagues Cup that signals the shopping mall giant’s serious intent to capitalise on football’s surging popularity in the USA.
The Arkansas-based firm is positioning itself as more than a sponsor by betting big on becoming integral to the matchday experience for America’s youngest and most diverse sporting fanbase. From stadium activations to exclusive gear drops, Walmart is embedding itself into every corner of the soccer ecosystem.
With the 2025 Leagues Cup launching this week featuring 18 clubs from MLS and Liga MX, Walmart gets immediate exposure to Mexican-American football fever. The tournament serves as the perfect testing ground for what promises to be an ambitious retail-meets-sporting spectacle.
“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S.,” declared William White, Walmart’s Chief Marketing Officer. “By partnering with MLS and the Leagues Cup, we’re not just supporting soccer, we’re empowering fans to shape its future in the U.S.”
Walmart will orchestrate fan engagement “at every step of the matchday journey.”
Carter Ladd, MLS EVP and Chief Revenue Officer, frames the collaboration within soccer’s broader cultural revolution: “MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America. Together, we’re building pathways to connect with our diverse, passionate and digitally native MLS fans through storytelling, experiences and retail moments.”
A Creator Network will blend players with cultural influencers and designers, extending narratives beyond the pitch. Come 2026, dedicated Saturday programming will spotlight marquee matchups, while multi-platform activations will merge digital and physical experiences across rivalry games and national campaigns.
Most intriguingly, Walmart’s retail integration promises soccer-themed merchandise and matchday essentials nationwide potentially bringing in a brand new demographic from parts of the country that have not yet embraced the ‘beautiful game.’
When the world’s largest retailer commits this deeply to football culture, it suggests MLS has finally cracked the code on American sporting consciousness.
Insideworldfootball.com
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