Walmart Partners with Spain's La Liga to Boost US Soccer Engagement Ahead of 2026 World Cup

Walmart has partnered with Spain's La Liga soccer league to boost interest in soccer in the U.S. ahead of the 2026 FIFA World Cup. As the presenting partner of the iconic "El Clásico" matches between FC Barcelona and Real Madrid, Walmart will host large-scale viewing events, concerts, meet-and-greets with La Liga legends, and retail activations, debuting a new visual identity featuring Walmart across the U.S. and Canada. "El Clásico," a historic rivalry first played in 1929, attracts over 650 million viewers globally and is a cultural phenomenon with a growing multicultural fanbase in the U.S. Walmart aims to connect with younger, culturally diverse soccer fans, reflecting its expanding customer base. The partnership will kick off with events in Houston ahead of the October 2025 match, complementing Walmart's earlier collaborations with Major League Soccer and other soccer streaming initiatives. This move aligns with the growing presence of soccer across U.S. streaming platforms and Walmart's strategic marketing to engage passionate, diverse audiences.