Major League Soccer announces multi-year Walmart agreement

Major League Soccer (MLS) has announced a multi-year partnership with US retail corporation Walmart.

Walmart thus becomes an official partner of MLS and the Leagues Cup. It will have a branding presence at stadiums for MLS and Leagues Cup games as well as carry out activations “across stadiums, screens and stores.”

Additionally, Walmart will work with MLS on dedicated programmes on Saturdays and create various content series, including exclusive behind-the-scenes content and other highlights.

The agreement also entails multi-channel fan engagement activations, including “digital and in-real-life (IRL) experiences at rivalry matches, tentpole events and community activations, plus branded integrations and national media moments that make every matchday unforgettable.”

Carter Ladd, MLS EVP, Chief Revenue Officer, said:

“MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America. The partnership with Walmart reflects our shared commitment to reaching fans in fresh, authentic ways. Together, we’re building pathways to connect with our diverse, passionate and digitally native MLS fans through storytelling, experiences and retail moments that reflect the evolving identity of the soccer community.“

William White, Chief Marketing Officer, Walmart, added:

“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S. Walmart is focused on celebrating the game and making it more personal for fans. It’s about celebrating the passion of soccer lovers and creating opportunities for them to connect with the game they love. 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.“