Walmart is getting a head start on the FIFA World Cup buzz, striking a multi-year official partnership with Major League Soccer and the Leagues Cup ahead of the tournament’s return to North America next year.
Major League Soccer is the largest soccer confederation involving the United States and Canada. The League Cup is a tournament featuring teams from the MLS and Liga MX, the major soccer confederation in Mexico. Although the deal does not involve FIFA, all things soccer are likely to get a higher profile across North America in 2026, as is the case when the World Cup tournament returns every four years. The increase in interest was particularly true when the U.S. last hosted the World Cup in 1994. The MSL arose in the tournament’s immediate aftermath as part of the World Cup initiative.
Walmart described its deal with the MSL as a significant milestone in the retailer’s expanding investment and commitment to celebrating the world’s most popular team game and deepening connections with one of the most culturally vibrant and fastest-growing fan bases in North America. Initiatives include what Walmart called in-real-life experiences as well as merchandise promotions. To help fans gear up, the company has launched walmart.com/soccer, a curated shopping hub filled with everything from tailgate essentials to team merchandise. The site will evolve throughout the season to focus on fan favorites, tournament timelines and exclusive offerings tied to upcoming matches.
Among the highlights of the partnership, according to Walmart:
- Leagues Cup Spotlight. The ongoing tournament, with the final slated for August 31, will be the setting for Walmart’s experiential activations and fan promotions.
- Dedicated Programming on Saturdays. In 2026, Walmart and MSL will work together on Saturdays to feature elevated storytelling designed to spotlight marquee team matchups and further enhance how fans connect with MLS across platforms, with details to be shared ahead of the launch.
- Creator Network. Content dubbed Storytelling Beyond from an assembled creator aggregation will bring together cultural influencers, designers, players and teams to deliver exclusive behind-the-scenes views and highlight how the retailer is dedicated to soccer’s ever-expanding presence.
- Multi-Channel Fan Engagement. Walmart will sponsor digital and in-real-life experiences at rivalry matches, tentpole events and community activations, plus branded integrations and national media moments that enhance match days.
Major League Soccer already is home to the youngest and most diverse fan base in North American pro sports, Walmart noted, adding that, with the 2026 World Cup on the horizon, soccer’s rise shows no signs of slowing. Walmart’s investment reflects a long-term commitment to supporting the sport’s future in the U.S., the company maintained, starting at the grassroots level and building to the global stage.
“Soccer is more than a sport,” said William White, chief marketing officer at Walmart. “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.”
