LaLiga partners with Walmart

LaLiga, the top division of professional club football in Spain, has roped in American retail giant Walmart as the US presenting partner of El Clásico, one of club football’s biggest fixtures featuring Spanish heavyweights Real Madrid and Barcelona.

This first-of-a-kind partnership is aimed at bringing “the action and experience of the beautiful game closer to American fans” and will entail large-scale viewing events, concerts, meet-and-greet events featuring LaLiga legends, bespoke content, co-branded merchandise, and retail activations.

Additionally, a new visual indentity for El Clásico is set to be debuted across all match-related properties and executions in the US and Canada — with Walmart at the centre as the game’s presenting partner.

William White, Chief Marketing Officer, Walmart, stated:

“Soccer has one of the most passionate fanbases in the world. That passion is growing rapidly here in the U.S. as we look ahead to the 2026 World Cup across North America. That’s why we’re thrilled to team up with LALIGA and ElClásico to fuel the energy, create unforgettable experiences, and give fans even more ways to celebrate the game they love.”

Boris Gartner, Partner & President of Relevent Sports as well as Chairman of LaLiga North America, said:

“When we partner with a brand like Walmart, we know the opportunity to do something truly historic is unlocked, and what better platform to make that impact than through the best club soccer match in the world. ElClásico is the pinnacle of the sport, and together with Walmart we’re bringing that passion, history and drama closer to fans in the U.S. than ever before.”