Walmart Partners with La Liga to Elevate Soccer Experience in the U.S.
In a significant move to deepen its engagement with soccer fans in the United States, Walmart has announced a partnership with La Liga, the premier Spanish soccer league. This collaboration positions Walmart as the first presenting partner of “El Clásico,” the highly anticipated rivalry match between two of the league’s most storied clubs, FC Barcelona and Real Madrid CF. The announcement is set to be made public on Thursday, marking a pivotal moment for both Walmart and La Liga as they seek to capitalize on the growing popularity of soccer in North America.
A Historic Rivalry
El Clásico, which translates to “the classic” in Spanish, has a rich history dating back to 1929. This fierce rivalry has consistently drawn massive global audiences, with estimates suggesting that it attracts around 650 million viewers across more than 180 countries. The first match of the 2025-26 season is scheduled for October 26 in Madrid, followed by a second match on May 10 in Barcelona. The partnership aims to enhance the fan experience surrounding these monumental games.
Walmart’s Chief Marketing Officer, William White, expressed enthusiasm about the collaboration, stating, “Teaming up with La Liga and El Clásico enables Walmart to fuel the energy, create unforgettable experiences, and give fans more ways to celebrate the game that they love.” This partnership is not merely a branding exercise; it aims to create a more immersive experience for soccer fans in the U.S.
Expanding Soccer’s Footprint in the U.S.
The partnership comes at a time when soccer is experiencing unprecedented growth in the United States. According to Boris Gartner, partner and president at Relevent Sports, which manages La Liga’s interests in North America, the U.S. is the top market for La Liga outside of Spain. “This is not just about slapping two logos side by side. This is a true partnership with what we’re building,” Gartner emphasized.
Walmart’s involvement is part of a broader strategy to engage with the burgeoning soccer fanbase, especially in light of the upcoming 2026 FIFA World Cup, which will be hosted across the U.S., Mexico, and Canada. The World Cup is expected to further elevate soccer’s profile in North America, and Walmart aims to be at the forefront of this growth.
Fan Engagement Initiatives
To kick off the partnership, Walmart and La Liga will host a weekend of fan events in Houston starting October 24. These events will include large-scale viewing parties, concerts, meet-and-greets with former soccer stars, and co-branded merchandise. This initiative is designed to create a vibrant atmosphere for fans, allowing them to engage with the sport in a more meaningful way.
The partnership will also feature a new logo that highlights Walmart as the presenting partner for El Clásico, which will be prominently displayed across the U.S. and Canada. This branding effort aims to solidify Walmart’s presence in the soccer community and attract new fans to the sport.
The Broader Context of Soccer in the U.S.
Walmart’s partnership with La Liga is not an isolated event; it follows a similar multi-year deal the retailer struck with Major League Soccer (MLS) earlier this year. This move aligns with the growing trend of corporate sponsorship in soccer, as brands recognize the sport’s potential to reach diverse audiences. As reported by CNBC, MLS sponsorship revenue has seen double-digit growth compared to 2024, fueled in part by the influx of high-profile players like Lionel Messi, who joined Inter Miami in 2023.
The increasing viewership of La Liga games in the U.S. is also noteworthy. Disney’s ESPN reported that the 2024-2025 season was the most successful for La Liga on its platforms, with 5.4 billion minutes viewed across its networks and streaming services. This surge in interest underscores the potential for brands like Walmart to engage with a passionate and expanding soccer fanbase.
A Strategic Move for Walmart
Walmart’s foray into soccer sponsorship is a strategic decision aimed at tapping into a lucrative market. The retailer recognizes that soccer is not just a sport but a cultural phenomenon that resonates with millions of fans. By aligning itself with La Liga and El Clásico, Walmart is positioning itself as a key player in the sports marketing landscape.
The partnership also reflects a broader trend of American companies investing in international sports leagues. As soccer continues to grow in popularity, brands are increasingly looking to connect with fans through authentic experiences and partnerships. Walmart’s collaboration with La Liga is a testament to this evolving landscape.
Conclusion
Walmart’s partnership with La Liga marks a significant step in the retailer’s efforts to engage with the growing soccer community in the United States. By becoming the first presenting partner of El Clásico, Walmart aims to create memorable experiences for fans while capitalizing on the sport’s rising popularity. As soccer continues to gain traction in North America, this collaboration could serve as a blueprint for future partnerships between brands and sports leagues, ultimately enriching the fan experience and expanding the reach of soccer in the U.S.
