Walmart Partners with Major League Soccer to Expand U.S. Soccer Fandom

A Multi-Year Initiative to Fuse Retail and the Growing Sport of Soccer

In an exciting move set to captivate American soccer culture, Walmart has announced a strategic partnership with Major League Soccer (MLS). The collaboration aims to ignite nationwide support for the sport by engaging fans through exclusive in-store experiences, digital campaigns, and community initiatives.

Key Highlights of the Walmart-MLS Partnership

• Enhanced Fan Engagement: Walmart will host events and activations at select stores, bridging the gap between local communities and MLS teams.
• Exclusive Merchandise: Shoppers will gain access to unique MLS gear and collectibles, only available at Walmart.
• Digital Content and Storytelling: The partnership includes digital storytelling to highlight player journeys, soccer culture, and league milestones.
• Youth and Community Programs: Walmart and MLS will work together on initiatives encouraging youth participation in soccer, especially in underserved communities.

Tapping into Soccer’s Rising Popularity in the U.S.

As soccer’s fan base continues to soar in the U.S.—particularly among Gen Z and multicultural communities—Walmart sees this partnership as a pivotal moment to engage future generations. According to MLS Commissioner Don Garber, “The collaboration underscores how soccer is becoming deeply woven into America’s cultural fabric.”

Latino and youth audiences have been instrumental in driving MLS viewership and support, patterns Walmart is actively aligning with through this collaborative effort.

Retail Meets Soccer Culture

The initiative not only integrates sports with retail but seeks to redefine how brands connect with audiences. Walmart’s executive vice president of merchandising, Scott McCall, emphasized that the collaboration is “more than just merchandise. It’s about creating moments that matter.”

Looking Ahead

Beginning this summer, shoppers across the U.S. can expect exclusive MLS-themed events at Walmart stores and online, just in time for key league matchups and playoff excitement. With the 2026 FIFA World Cup on U.S. soil, this long-term partnership is anticipated to build momentum and further embed soccer in American life.

As Walmart and the MLS work together to champion soccer’s expanding footprint in the U.S., fans, communities, and young athletes alike are poised to benefit from this robust partnership.