Walmart’s partnership with MLS gets the retailer “inside a fast-growing sport and its coveted fanbase” while tying the league and its Leagues Cup tournament to the “scale and muscle of the retailer ahead of the 2026 FIFA World Cup,” according to Jon Springer of AD AGE. Walmart Head of Brand Experiences & Partnerships Kim Tunick said that MLS gives Walmart access to an audience that she described as “super young, super diverse, social and digital first.” Springer noted the fan base “aligns with the younger and multicultural shoppers central to Walmart’s growth strategy.” The deal also gives Walmart “time to build familiarity and trust with soccer fans before the World Cup arrives in June.” The deal includes the Walmart Saturday Showdown, a game-of-the-week offering airing on Saturday nights on Apple TV that is “meant to bolster appointment viewing with matches chosen for their rivalry and drama narratives.” Merchandise “ties the sponsorship directly to Walmart,” which is “leaning into a range of product categories associated with soccer.” The retailer is “developing exclusive MLS products designed to position it as a destination for soccer fans — from jerseys and gear to watch-party staples.” Tunick said that Walmart also is “negotiating intellectual property and pass-through rights that allow suppliers to use MLS marks in promotions and activations tied to the league, enabling national in-store events and brand integrations” (AD AGE, 3/2).
