Get In! Walmart Kicks Off Partnership with Major League Soccer Ahead of the 2026 World Cup

Business Insider

7 days ago

U.S. retail giant Walmart (WMT) is investing in the Beautiful Game ahead of next Summer's World Cup.
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Walmart is teaming up with Major League Soccer (MLS) in a multiyear partnership that will see the retailer tap into a growing U.S. fanbase for the sport.
Kick Off
Walmart will invest in MLS and become an official sponsor and partner of the league. Terms and the exact length of the partnership have not bene disclosed.
The partnership kicks off with the Leagues Cup, a tournament that ends in a final on August 31. It features 18 MLS clubs competing against 18 teams from Mexico's Liga MX.
'Walmart will be front and center for the highly anticipated tournament,' said William White, Walmart's chief marketing officer.
During the tournament and beyond, Walmart advertising will be featured across stadiums and other aspects of games, and soccer, once called the Beautiful Game by legendary star Pele, will be highlighted in its in-store and online shopping experiences.
The tie-up comes around 12 months out from the 2026 World Cup, which the U.S. is co-hosting with Mexico and Canada, and will feature some of the world's biggest football stars such as Argentina's Lionel Messi and Spain's Rodri.
'The lead-up to 2026 is a once-in-a-generational moment for soccer in North America,' said Carter Ladd, executive vice president and chief revenue officer at MLS.
Fan Experience
While Walmart has already been an advertising partner of MLS, this is its first sponsorship deal with the league.
In addition, beginning in 2026, the league and Walmart said they will add to the fan experience by building out programming around televised matches on Saturdays that includes more storytelling around games across MLS platforms.
Walmart will also launch a soccer landing page on its website, called a 'curated shopping hub,' that will include all things related to the sport — from gear and equipment to tailgate and watch party items.
'We're thrilled to be an official MLS sponsor and engage with the league's fast-growing and culturally vibrant fan base,' said White. 'The fanbase is generally younger, more culturally diverse, and that is an audience that's really important to Walmart. It's a big part of our growing customer base.'
Indeed, nearly three-quarters of the MLS fanbase is made up of Gen Zers or millennials, and more than 30% is Hispanic.
That could lead to a boost in its sales to younger people and those in Mexico and Canada gearing up for the World Cup.
Is WMT a Good Stock to Buy Now?
On TipRanks, WMT has a Strong Buy consensus based on 28 Buy ratings. Its highest price target is $120. WMT stock's consensus price target is $111.33 implying a 13.07% upside.