^{Real Madrid’s Spanish defender #20 Francisco Garcia fights for the ball with Barcelona’s Spanish forward #19 Lamine Yamal during the Spanish league football match between FC Barcelona and Real Madrid CF at Estadi Olimpic Lluis Companys in Barcelona, on May 11, 2025. | Lluis Gene | Afp | Getty Images}

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Walmart Expands Its Play in Global Soccer

Walmart, the largest retailer in the United States, is stepping further into the world’s most popular sport by striking a multi-year partnership with Spain’s La Liga. The deal makes Walmart the first-ever presenting partner of “El Clásico,” the legendary rivalry between FC Barcelona and Real Madrid, which is widely regarded as the most-watched soccer match on the planet.

This partnership underscores Walmart’s growing commitment to soccer in North America, coming just as excitement builds for the 2026 FIFA World Cup being co-hosted by the U.S., Mexico, and Canada.

A Strategic Move to Engage American Soccer Fans

El Clásico is no ordinary match. Dating back to 1929, the rivalry draws massive global audiences, with more than 650 million viewers across 180 countries for each showdown. By aligning with this cultural powerhouse, Walmart is betting on the sport’s rising popularity in the U.S.

“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,” said William White, Walmart’s Chief Marketing Officer.

The partnership will feature Walmart’s branding prominently in U.S. and Canadian markets starting this season, along with new activations designed to bring the excitement of La Liga closer to American consumers.

Fan Experiences and Local Activations

The collaboration will launch with a fan-filled weekend in Houston from October 24-26, leading into the first El Clásico of the 2025-26 season on October 26 in Madrid. Fans can expect large-scale viewing parties, live concerts, meet-and-greet sessions with legendary players, exclusive co-branded merchandise, and in-store promotions.

The second El Clásico is scheduled for May 10, 2026, in Barcelona, offering another high-profile stage for Walmart’s activations.

“This is not just about logos,” said Boris Gartner, president of La Liga North America. “This is a true partnership designed to build cultural experiences and strengthen the sport’s footprint in the U.S. market.”

Building on a Growing U.S. Soccer Market

The U.S. has become La Liga’s most important market outside Spain in both audience and business. In the 2024-25 season, ESPN reported 5.4 billion minutes of La Liga soccer viewed across its TV and streaming platforms — its strongest season to date.

Walmart’s move also builds on its existing involvement with soccer in America. In July 2025, the retailer signed a multi-year deal to become an official sponsor of Major League Soccer (MLS). The MLS reported double-digit growth in sponsorship revenue compared to 2024, a surge partly fueled by Lionel Messi’s arrival in the league with Inter Miami in 2023.

Tapping Into Soccer’s Global Stars and Legacy

El Clásico has historically featured some of the game’s biggest names, from Lionel Messi’s legendary years at Barcelona to Real Madrid’s recent signing of French superstar Kylian Mbappé. For Walmart, associating with these global icons provides both cultural relevance and visibility at a scale few sporting events can match.

Looking Ahead to the 2026 World Cup

The timing of Walmart’s partnership is deliberate. The 2026 World Cup is expected to draw record-breaking audiences across North America, with an anticipated 48 teams and 104 matches played in host cities spanning the U.S., Canada, and Mexico. For Walmart, embedding its brand in soccer now positions it to benefit from the surge in fan engagement leading into the tournament.

“This partnership is about more than soccer,” Gartner explained. “It’s about connecting with communities, building shared experiences, and ensuring the sport continues to grow in the largest media market in the world.”

A Win for Retail and Soccer Fans

By becoming the presenting partner of El Clásico, Walmart is not only solidifying its presence in global sports but also creating new touchpoints for American fans eager to immerse themselves in the world of soccer. With immersive fan events, exclusive merchandise, and direct connections to the sport’s most iconic rivalry, Walmart’s play in soccer is as much about business growth as it is about community engagement.